On target three-ways-to-keep-audience-in-focus_ivmg
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On target three-ways-to-keep-audience-in-focus_ivmg



Keeping your user audience in mind can be challenging. Each of these 3 tools can be adapted to project timelines and budgets to help you remember who that end user is and what he needs.

Keeping your user audience in mind can be challenging. Each of these 3 tools can be adapted to project timelines and budgets to help you remember who that end user is and what he needs.



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  • With different members of the team each coming to the table with different target audiences in mind – the top brass and senior management, the analyst at the desk, the soldier in the front lines – it’s nearly impossible to get everyone on the same page with respect to assumptions about what is needed in the product.
  • There’s a famous selective attention test created by Professor Daniel Simons where observers are asked to watch the video and count the number of times the players in white pass the ball. At the end of the video, the test moderator asks the observers how many times, and then asks them at what point the gorilla walked through the players. Most observers completely miss the gorilla. They are so focused on the players that they miss him altogether. A similar thing can occur in designing products. We can be so focused on pieces of the overall end solution or user needs that we miss major pieces – assumptions, wrenches that factor in… - that can cause our products to fail.

On target three-ways-to-keep-audience-in-focus_ivmg On target three-ways-to-keep-audience-in-focus_ivmg Presentation Transcript

  • On Target 3 Ways To Keep Your Audience in Focus
    • Personas, Storyboards, Quick Check Tests
    Kate Walser CX Insights IVMG Conference 2011 Bolling AFB October 6, 2011
  • Schedule Introduction 11:00 - 11:03 Personas 11:03 - 11:10 Exercise #1 11:10 - 11:20 Storyboards 11:20 - 11:30 Exercise #2 11:30 - 11:35 Quick Check Tests 11:35 - 11:40 Exercise #3 11:40 - 11:45 Wrap-up / Questions 11:45 - 11:50
  • Introduction What makes it so hard to keep our target audience in mind?
  • Different assumptions
  • The abstract, elastic user
  • Our own bias
  • Focused on other things Source: Daniel J. Simons, Selective Attention Test Basketball Players and Gorilla Test
  • Personas
  • Personas
    • Provide a snapshot of a user who represents a key audience
    • Represent group of users with like characteristics
    • Capture the essence of that group
      • Motivations, aspirations, hobbies
      • Likes, dislikes
    • Provide us with sets of eyes who will see our products
      • Break our mirror and rubber band biases --> empathize
  • A Great Persona Picture Key Statistics Age, family, location, occupation, education, salary Frustrations, Tasks, Influencers Pain points, reasons they would want the product Scenarios, tasks Decision factors Realistic name, Clever title As big or as little as you’d like Story-based description Tell the story of this person and what makes them tick. Be specific! Describe hobbies, interests, and what gets them out of bed. Goals Near, far In general, with your product/org’n Quote that sums up personality
  • “ I love my job and I’m happy to help, but for me to try something new, you better convince me it’s worth my time and energy.”
  • Creating a Persona
    • Learn about your audience
      • Observe people in their native environments (Ethnographic studies, field studies, contextual inquiries)
      • Talk with the target audience (Interviews, focus groups, surveys (paper / online))
      • Pay attention at meetings (Discussion topics, outside-work topics, attitudes)
      • Plan B: Walk in their shoes - read, watch, use products they use (Websites, newspapers, magazines, devices, analytics)
    • Group people by like minds
      • Affinity for the same interests, hobbies
    • Identify primary (drives the design) & secondary personas
    • Capture goals, questions, motivators, scenarios
  • Exercise #1 Create a Persona
    • Imagine you are creating a mobile app that lets conference attendees find fellow attendees to sit with at lunch.
    • Pick a partner at your table. Take 2 minutes to interview each other.
    • Ask them questions such as:
      • Tell me about yourself.
      • What’s your typical day like?
      • What do you do for fun?
      • Where do you usually go?
      • What tools and technologies do you use each day?
      • If you had your choice, would you call people, email them, or text them?
    • Decide whether you need one persona or two.
    • Use the persona template slide to capture the essence of one persona.
  • Exercise #1 Create a Persona: Interview About this person Typical day Hobbies / interests Places to go Gadgets / gizmos Interaction style Goals / Pet peeves
  • Exercise #1 Create a Persona: Template Picture Key Statistics Age, family, location, occupation, education, salary Frustrations, Tasks, Influencers Pain points, scenarios, decision factors Realistic name, Clever title Story-based description Tell this person’s story. What they do for fun, pet peeves, what gets them out of bed. Tolerance for risk, new things. Goals Near, far; Your product, beyond Quote
  • Storyboards
  • Storyboards
    • Present the “plot” of the interaction with your audience
    • Describe the players, action, timing, and sequence
    • Help surface ‘by-the-way’ question
      • Define, describe assumptions and logistics
      • Provide more tangible dartboard
    • Can take several forms
      • Sketches with notes
      • Wireframes with narrative
      • Interactive video / prototype with voiceover
  • A Great Storyboard 1 Story Title: Action As simple or elaborate as you’d like 2 3 4 Shows sequence / timeline Sketch player, product, & interaction Describe the dialog, interaction, mood, reactions, timing Subtitle: Pain point addressed
  • Picture Source: Sapient Design Guild
  • Creating a Storyboard
    • Start with one key scenario
    • Tell the story of how the person and your product meet
      • How, where do they meet?
      • What is the person’s first reaction? How does it compare to others?
      • What is he thinking, feeling? What does each say?
    • Sketch out the person, environment, product, any tools, dialog
    • Include timing, sequence, special features, other people
      • Include updates along the way
    • Describe how the scenario ends, how the person feels
  • Storyboard Tips
    • Start simple
      • Stick figures, smily faces, and a black box to represent your product work
      • Don’t get caught up in the screen details, yet
    • Use any tool or means possible
      • Paper & pen, Post-its & whiteboards, Wireframes & narrative...
      • Make it modular - able to reorder, move / remove screens
    • Focus on the interaction and the dialog
      • Think about mood, reactions.
      • How do they interact with the product? How does the product respond?
      • How would the conversation between the person and product go?
  • Raise questions, assumptions
    • What type of technology would we need for this to work on that device? (e.g., no Flash on iPads)
    • How do we get the address to Linda and other practitioners?
    • How big do we need to make these buttons to be mobile friendly?
    • Does everyone have access to the tools / information needed?
  • Scenario 1: Schools Like Mine Linda’s a principal in Miami, Florida . She has a diverse student body, split mostly among Black or African American, Latino (Cuban, Mexican) , and Caucasian students. Her school’s test scores are below average and income is below the median for the United States. Her city’s population is more population dense than the national city average . Her open culture and will try new strategies.
  • I would love to find someone else with a school like mine. I need some new ideas. Linda hears about a new website called “Schools Like Mine” at a conference she’s attending. She finds the website on her iPad, which is cool, because the only time she has to look at sites like this is when she’s waiting for meetings to start. It reminds her of Zillow, that fun real estate website her friend showed her where you can see what your house is worth. She likes the bright colors and it looks pretty simple to use.
  • Exercise #2 Create a Storyboard
    • Think about that mobile app you’re creating to help conference attendees find interesting people.
    • Think of one scenario for the app and look back at your persona.
    • Envision and sketch out:
      • How this person finds out about the app and gets to it
      • Design elements and wow factors that address pain points
      • What s/he sees, reactions
      • His/her interactions with the app and flow through it
    • Think of how you will tell this story and communicate the design to your team.
    • Use the storyboard template slide to capture this.
  • Exercise #2 Create a Storyboard: Details Scenario & pain point it addresses How person finds out / it Other people Design elements & wow factors Mood setting elements (color, textures, images, etc.) Things with similar moods / elements Person’s interactions Dialogue between person / product
  • Exercise #2 Create a Storyboard: Template Story Title / Pain Point 1 2 3 4
  • Quick Check Tests
  • Quick Check Tests
    • Post your design and gather feedback and reactions
      • Quickly
      • Low or no cost
    • Validate design or ask specific questions
      • Gauge understanding of content
      • Check effectiveness, impact of design
      • Explore interactions
    • Can conduct online or post print-outs
    • Provide an alternative to more thorough usability testing
  • Picture Source: Whitney Quesenbery
  • Planning a Quick Check Test
    • Decide what you want to check
      • Content, flow, design, colors, images, understanding, tone
      • Documents, screenshots, video
      • Tasks, questions
    • Consider context and bounds
      • What instructions and context will participants need to be helpful?
      • Number / label areas to help provide easy reference points
      • How can you convey that without biasing them?
    • Pick a good location, time
      • High-traffic areas or low-traffic, secured areas
    • Coordinate logistics and set it up
    • Check in and observe
  • Sample Questions
    • Where would you look to complete [task 1]?
    • Was there anything that helped you know that?
    • How clear is the content?
    • Are there any design elements that help you understand how to use this?
    • What would you suggest changing?
    • Are there any elements your friends, family, or colleagues would have trouble understanding?
  • Notable http://www.notableapp.com flickr http://www.flickr.com To give people “Add a note” option, go to You > Your Account > Privacy & Permissions Online Options
  • Exercise #3 Plan a Quick Check Test
    • You want to get reactions to your mobile app design. Think about how you’ll set up a quick check test.
    • Define your goals, what you want to learn.
    • Consider:
      • Goals
      • Participants & advertising (how will participants learn about this)
      • Where you can set up the test (online, in-person location; timing, duration)
      • Context, background participants might need
      • Questions you want answered
      • How you will collect results (email, suggestion box, post-it notes)
      • Format or Supplies you will need (online - website, file type, etc.; in-person - paper, post-it notes, pens)
    • Use the next slides to plan out your first quick check test.
  • Exercise #3 Plan a Quick Check Test: Details Goals Participants & Recruiting Location (online, in-person...) Duration Background / Context participants will need Materials needed Questions you want answered How you will collect results
  • Wrap-up
  • To Learn More Check http://www.cxinsights.com/ivmg Kate Walser [email_address] 571.281.2626 http://www.linkedin.com/in/katewalser
  • Photo Credits
    • Ribbon-cutting of the Joint-Use Intelligence Analysis Facility http://www.flickr.com/photos/usacehq/4888786248/lightbox/
    • Analyst http://www.flickr.com/photos/altemark/456922743
    • Sludge and Swamps Fail to Stop Marines http://www.flickr.com/photos/dvids/3119240836/
    • The Invisible Gorilla / Selective Attention Test (Copyright 1999 Daniel J. Simons) http://www.neurosciencemarketing.com/blog/articles/the-invisible-gorilla.htm
    • Morphing (Bush -> Arnold) http://en.wikipedia.org/wiki/Morphing
    • Linda Dosa Persona Courtesy of CX Insights
    • The Contractor Persona MessageFirst
    • Wii Mii Persona Faces http://www.makewee.com /
    • Mighty B! Storyboard http://cartoonsnap.com/blogspot/images/MightyBStoryboardSequence_1290E/MightyB_Storyboard005.jpg
    • iPad Frame Apple website
    • Sketches & Post-its Storyboard http://www.sapdesignguild.org/editions/edition3/images/storyboard_mf.gif
    • Quick Check Test Whitney Quesenbery, Open University open hallway usability test