2009 09-21 ssa ui class persona

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  • 1. SSA UI Class Persona Workshop 2009.09.21 _np !"#$%&'(!)*+#,-#.!/0(!
  • 2. !"#$%&'(!)*+#,-#.!/0(!
  • 3. Who do you design for? !"#$%&'(!)*+#,-#.!/0(!
  • 4. Everybody = Nobody Know your user !"#$%&'(!)*+#,-#.!/0(!
  • 5. Personas • Communication tool • Combat elastic user • Encapsulating user research 6 !"#$%&'(!)*+#,-#.!/0(!
  • 6. Alan Cooper • Profile: • Chairman of Cooper • Author of About Face, The Inmates are Running the Asylum • Creator of Personas • “Father of Visual Basic” • In 1994, Bill Gates awarded Alan Cooper with one of only seven Windows Pioneer Awards for my part in making Windows a success through the creation of Visual Basic. 7 !"#$%&'(!)*+#,-#.!/0(!
  • 7. Persona workshop persona case studies 8 !"#$%&'(!)*+#,-#.!/0(!
  • 8. Persona Case Study: Parking Angel • Parking Angel http://www.cooper.com/insights/concept_projects/parking_angel.html • Problem: You're driving in an area you don't know, you're running late, and you have no idea where to park. Sound familiar? We think this is a frustration technology could help solve, so we decided to design a solution. 9 !"#$%&'(!)*+#,-#.!/0(!
  • 9. Persona Case Study: Cooper “Christine” Christine's Frustrations: • Hunting for parking spaces • Paying for an expensive garage only to find an empty metered spot around the corner • Getting tickets when she can't remember which streets in her neighborhood get cleaned on which nights • Having to remember when her meter expires • Not being able to find a spot that feels safe when she's alone at night • Stockpiling quarters in her cup holder Christine's Goals: • Save time and money • Avoid "stupid" tickets • Minimize stress 10 !"#$%&'(!)*+#,-#.!/0(!
  • 10. Persona Case Study: Parking Angel Solution • Showing her open Scenario: spaces close to her • destination • Only showing spaces within her time, cost, or distance parameters • Sending her an email, SMS, or voice message when it's time to move the car • Letting her pay electronically, so she can use her cup holder for more important things (like her morning coffee) 11 !"#$%&'(!)*+#,-#.!/0(!
  • 11. Persona Case Study: Ford Verve “Antonella” http://www.nytimes.com/2009/07/19/automobiles/19design.html Antonella is an attractive 28-year old woman who lives in Rome. Her life is focused on friends and fun, clubbing and parties. 12 !"#$%&'(!)*+#,-#.!/0(!
  • 12. Persona Case Study: Ford Verve 13 !"#$%&'(!)*+#,-#.!/0(!
  • 13. Persona Case Study: Ford • Ford Verve • [Antonella is] a character invented by Ford designers to help them imagine cars better tailored to their intended customers, she embodies a philosophy that guides the company’s design studios these days: to design the car, first design the driver. • Antonella is the personification of a profile created from demographic research about the Fiesta’s target customer. • Ford is using characters like Antonella to bring a human element to the dry statistical research drawn from polls and interviews. • “Invented characters get everyone on the same page. Personalizing gives context to the information we have. Sometimes the target demographics are difficult to relate to by, say, a 35-year-old male designer.” 14 !"#$%&'(!)*+#,-#.!/0(!
  • 14. Persona Case Study: Microsoft Research Windows Personas http://research.microsoft.com/en-us/um/people/jgrudin/publications/personas/Pruitt-Grudin.pdf “The act of creating Personas has helped us make our assumptions about the target audience more explicit. Once created, the Personas have helped make assumptions and decision-making criteria equally explicit. Why are we building this feature? Why are we building it like this? Without Personas, development teams routinely make decisions about features and implementation without recognizing or communicating their underlying assumptions about who will use the product and how it will be used.” 15 !"#$%&'(!)*+#,-#.!/0(!
  • 15. Persona Case Study: Coldplay “Dave” http://www.pointclearsolutions.com/blog/?p=159 Chris Martin: “While writing, Martin says, ‘I always think of some regular 16-year-old called Dave who’s on his bus trip to school: Is he going to want to listen to this? Last time we got so worried about who thinks this and who thinks that, and this time I’ve been really focused. On Dave. My 16-year-old imaginary friend. But not in a weird way.’” 16 !"#$%&'(!)*+#,-#.!/0(!
  • 16. Persona workshop persona recap 17 !"#$%&'(!)*+#,-#.!/0(!
  • 17. Goals-directed method • Essence of the goals-directed method • Goals drive a person’s actions • Tasks are things a person does in order to accomplish his goals • Tasks are important, but goals get you to big breakthroughs • Good Design helps users • Accomplish goals • Feel competent • Minimize work (usually) 18 !"#$%&'(!)*+#,-#.!/0(!
  • 18. Goals-directed process • Define data objects and attributes • Identify usage patters • Define functional elements of • Analyze workflows product/service • Assess work environment • Use scenarios to sketch and and technical factors iterate important elements • Provide design consultation • Create personas and goals • Develop visual design style • Respond to issues the users the solution implement the domain the analysis form & behavior • Interviews • Identify risk and opportunities • Iterate through increasingly • Competitor and • Construct context scenarios detailed scenarios literature review • List functional and data • Collaborate with engineers for needs feasibility • Make trade-off decisions • Develop detailed visual design • Conduct usability tests 19 !"#$%&'(!)*+#,-#.!/0(!
  • 19. Interviews • Multiple sources • Stakeholders • Subject matter/domain experts • Customers • Users and potential users • Users • Use role as a filter • Select 4 per role (specialized), 8-12 (unspecialized) • Divide role by geography, seniority, industry 20 !"#$%&'(!)*+#,-#.!/0(!
  • 20. Interviews • Interview method • Overview questions (typical day etc.) • “Case-focused” questions (stories etc.) • “Grand tour” (walk through artifacts) • Look around & understand work environment • Ask about Tools • Other general questions • What wastes your time? • What makes a good work day? bad work day? • What kind of training do you have? • What are most important things? • What information helps you make decisions? • Who do you get information from? 21 !"#$%&'(!)*+#,-#.!/0(!
  • 21. Personas overview • Personas help • Determine what the product should do and how it should behave • Communicate with stakeholders and colleagues • Get people committed to design • Measure the design’s effectiveness • Personas captures • Goals • Environment • Attitudes • Skill level • Work or activity flow • Frustrations 22 !"#$%&'(!)*+#,-#.!/0(!
  • 22. Personas overview • Personas vs. market segments Market Segments Personas • Groups of customers who will • Groupings of users with similar respond to similar messaging goals and usage patterns • Tell you how to sell the product • Tell you how to satisfy • Focus on buying customers • Focus usage 23 !"#$%&'(!)*+#,-#.!/0(!
  • 23. Creating personas 1 Identify variables 2 Map interviewees to variables 3 Identify major patterns 4 List characteristics & goals 5 Check the whole persona set 6 Develop narrative 7 Designate types 24 !"#$%&'(!)*+#,-#.!/0(!
  • 24. Creating personas 1. Identify variables 1 Identify variables • Quantity 2 Map interviewees to variables • Frequency 3 Identify major patterns • Demographics 4 List characteristics & goals • Time / Level of effort 5 Check the whole persona set • Attitude 6 Develop narrative • Goals 7 Designate types • Mental model • Skill (technology / domain) • Process • Concerns • Context 25 !"#$%&'(!)*+#,-#.!/0(!
  • 25. Creating personas 2. Map interviewees to variables 1 Identify variables • 2 Map interviewees to variables 3 Identify major patterns 4 List characteristics & goals 5 Check the whole persona set 6 Develop narrative 7 Designate types 26 !"#$%&'(!)*+#,-#.!/0(!
  • 26. Creating personas 3. Identify major patterns 1 Identify variables • Determine how the variables go together 2 Map interviewees to variables to form major behavior patterns. 3 Identify major patterns • What seems to the most important distinctions among your interviewees? 4 List characteristics & goals • Use short (2-3 word) descriptions for each 5 Check the whole persona set major pattern. 6 Develop narrative 7 Designate types 27 !"#$%&'(!)*+#,-#.!/0(!
  • 27. Creating personas 4. List characteristics & goals 1 Identify variables • Goals 2 Map interviewees to variables • What are they trying to accomplish? 3 Identify major patterns 4 List characteristics & goals • Goals types 5 Check the whole persona set • Life goals (get married by 30) 6 Develop narrative • Experience goals (Have fun) 7 Designate types • End goals (finish work by 5:00PM) • Goal example • “Stay busy, don’t get bored” • “Manage money wisely” 28 !"#$%&'(!)*+#,-#.!/0(!
  • 28. Creating personas 5. Check whole persona set 1 Identify variables • Any redundant personas? 2 Map interviewees to variables • Do you need customer, served or political 3 Identify major patterns personas? 4 List characteristics & goals 5 Check the whole persona set 6 Develop narrative 7 Designate types 29 !"#$%&'(!)*+#,-#.!/0(!
  • 29. Creating personas 6. Develop narrative 1 Identify variables • Tell a story, make them real people. 2 Map interviewees to variables • Add one or two personal details (college, 3 Identify major patterns hobbies etc.) 4 List characteristics & goals 5 Check the whole persona set 6 Develop narrative 7 Designate types 30 !"#$%&'(!)*+#,-#.!/0(!
  • 30. Creating personas 7. Designate type 1 Identify variables • Persona types 2 Map interviewees to variables • Primary 3 Identify major patterns • Secondary 4 List characteristics & goals • Supplemental 5 Check the whole persona set • Negative 6 Develop narrative 7 Designate types • If there are multiple personas with radically different needs, there will be multiple primary personas. • Secondary persona is mostly satisfied with the primary persona’s interface but has specific additional needs. You do not always need secondary personas. 31 !"#$%&'(!)*+#,-#.!/0(!
  • 31. Creating personas Primary user persona !"#!$!%&!$!#' !"#$$#%&'()!*+,!-./// "#!()*+,- 32 !"#$%&'(!)*+#,-#.!/0(!
  • 32. Creating contextual scenarios • Contextual scenarios 1 Brainstorm • How will personas use the product/service? 2 Revisit mental model • Be goal-driven 3 Create context scenario • Pretend it’s magic 4 List requirements • Other concerns: • What is the setting in which the product/service is used? • How long will be used for? Are there interruptions? • How much complexity is permissible? • What major things does the persona need to accomplish? • What should be the end result? 33 !"#$%&'(!)*+#,-#.!/0(!
  • 33. Creating contextual scenarios • Contextual scenarios 1 Brainstorm 2 Revisit mental model 3 Create context scenario 4 List requirements 34 !"#$%&'(!)*+#,-#.!/0(!
  • 34. Framework definition • Framework 1 1 Define posture and input methods • Determine what data and functional 2 2 elements best address the data and Define data and functional elements 3 functional needs 3 Group and sketch elements • Data elements (price, color etc.) 4 using key path scenarios • Functional element (product info box and 5 4 Check design with interaction) validation scenarios 6 7 • Key path scenarios • Define one or more scenarios that describe th persona’s most important or frequent workflows, using the interaction framework. 35 !"#$%&'(!)*+#,-#.!/0(!
  • 35. Persona workshop persona exercise 36 !"#$%&'(!)*+#,-#.!/0(!
  • 36. Exercise • Persona for Samsung Card • Analyze interviews (30 minutes) • Abstract 20 behavior patterns (frequency, quantity etc) • Map to interviewees • Persona development (30 minutes) • Basic information / narrative / goals • Persona types (primary / secondary) • Context Scenario (30 minutes) • Framework (if we have time) 37 !"#$%&'(!)*+#,-#.!/0(!
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  • 42. Thank you. ./0!0!!1#234/5#$6782#&9/:42!0!;<;=>;?<=@A?? !"#$%&'(!)*+#,-#.!/0(!