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Quick overview of personas and their importance in building realistic experiences. MARS Commons presentation - Toronto

Quick overview of personas and their importance in building realistic experiences. MARS Commons presentation - Toronto

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    UX & personas UX & personas Presentation Transcript

    • personas
    • ux process2
    • 3Image courtesy of ia.com
    • the ux process & personasResearch and Discovery Competitive analysis User interviews Testing Product heuristic audit Industry research User interviews Marketing research – includes targetmarket researchUX Strategy Develop usability objectives Document user profilesand scenarios = personas Conduct task analysis Define screen flows &navigation models Establish the method of developmentUX Exploration & Development Define scenarios for personas Build flows, map out tasksand experiences Build wireframes Create low-fidelity interactiveprototypes Run validation sessionsInteraction & UI Design Draft conceptual models Document UI standardsand guidelines Conduct usability tests Create design specificationsand documentationImplementation Conduct heuristic evaluations Run usability tests Deployment Run user surveys Deploy reiterations4
    • personas51. RESEARCH2. STARTEGY3. UX4. ADVERTISING5. TRAINING
    • what is a persona?“A persona is a key tool in digital strategy development– it provides a tangible understanding of core audienceneeds and guides the process to ensure the rightexperience is delivered in the right manner, for the rightuser.Personas are informed by a holistic understanding oftarget audience attitudes, perceptions, behaviors,patterns, and belief systems – to create a completepicture of a nuanced individual.”Personas are arepresentativebehavior &activity profilefor a customer base.Images courtesy of http://theselby.com/ and gettyimages.com
    • what is a persona?Personas arecontextual & specificto the particularapplication or service.“Fundamentally, personas enable the development of digitalsolutions with an understanding of the target audience as awhole, and importantly, how specific products/ offers “fit”within that persona’s experience.This ensures that digital experience development movesbeyond mere functionality/service considerations tofostering real audience connections.”Images courtesy of http://theselby.com/ and gettyimages.com
    • 830 years ago, Alan Cooper talked with actual software users and leveragedthe insights from these conversations when designing user interfaces.Recalling these people’s traits, characteristics, and abilities helped Cooperimagine their responses to his design ideas.Other creatives joined in: Olgilvy, Verplank, Fulton, Black, and Moggridgepresented “Observation and Invention: the use of scenarios in interactiondesign” at InterCHI which introduced “characters” based on direct userobservation.The software industry adopted personas slowly: first thepioneering HCI folks took interest, then forward-thinkingagencies picked them up as a way to understand users.Personas spread as an integral way of representing users duringthe design and development process.history of personas
    • working exampleHospitality persona
    • Define• Requirements written in the context of user scenarios• Personas used to prioritize requirementsDesign• Wireframes allocate real estate based on personas’ needs and identifylikely paths• Personas used to demonstrate the life cycle of a customerBuild• Personas used to focus developers on real people and their challenges• Personas help identify appropriate technologies and assess feasibility• Personas used to determine accessibility requirementsTest• Participants for usability testing screened to match personas• Testing scripts developed to mirror user scenarios• Personas used to prioritize bug fixesLaunch• Media targeting influenced by personas• Creative testing and potentially dynamic pathing based on personaattributesPersonas are used toguide the designprocess, fromrequirements definitionthrough to launch.10How personas are used
    • The four overarchingpersonas representdistinct mindsetsthat shape how theymake decisions anduse digitalproducts.11Psychographic Framework
    • My GoalsTo continue to learn and grow – “Iam a work in progress, constantlystriving to be my best self”Hove fun and enjoy life –“Otherwise, what’s the point?”I have a positive impact – “I havealways believed in the importanceof helping others”My Hotel GoalsA launching pad – “For me, travelis all about exploring anddiscovering – I need my hotel tobe well located, and for the staffto give me the advice I need toMy Hotel FrustrationsUnfriendly Service – “I am a friendly person,treat everyone with kindness and respect,and always try to help when I can. It reallyfrustrates me when the staff at the hotel isrude or unfriendly, and unwilling to help”My FrustrationsMissing opportunities – “I used tohave a job that was very rigid abouttheir vacation policy and I missed agreat trip with my friends to Greece, Ileft that job as soon as I could”29yo, SingleFrankfurt, GermanyEngineerHHI $46KFrequent leisure traveler“Trying new things keeps me young”Flexible FrankMy Life: I have always been an explorer, ever since I was a littlekid. I love to learn new things – whether it’s in my backyard, thebookstore, or in a foreign land I am a very social person with alarge network of friends and family, whom I spend a lot of timewith. My network is an source of ideas, inspirations andopportunities.My Travel: For me travel is such a gift, because I can meet peoplefrom all around the world, explore new cultures and foods, andlearn and incorporate different philosophies into my life. I nevergo to the same place twice, and like to figure out the details onceI arrive at my destination. That allows me to meet someone newand go to dinner with them, or take advantage of the conciergerecommendation which might turn out to be the best part of thetrip.Intuitive Collaborative: Frank12Image courtesy of http://theselby.com/
    • 13TechnologyUsageTravel Profile Most likely to be an infrequent leisuretraveler (35.62%) Indexes most highly for infrequentbusiness travel (272) Most likely to shop on vacation (206) Most likely to take a domestic sparetreat (384)Life Connects to places and events through personal experience Even handed in evaluating options – no right / wrong way Flexible, adaptive and opportunistic Work life balance leans toward lifeMotivations Wants authentic not virtual connections with others Bottom line is how their inner circle feels about experiencesDecision making Relates to stories about personal experiences Evaluates based on experiential and emotional attributes Flexibility is a driver so plans for options and eventualitiesMobile Internet(162) 20.31%IM Chat(128) 32.31%Online Radio*(154)17.25%Most likely to visit a chat room (132)5.99%Most likely to write a blog (135)4.72%Intuitive Collaborative: FrankImage courtesy of http://theselby.com/
    • TriggerMy girlfriendand I werewatching thismovie,Highlander, ona rainy Sundayand there wasthis amazingcastle… we werelike, we shouldsee thatSalient Characteristics: Search to dream. Connects to others/places via personal experience. Adaptive. Willing to take a leap as long as the big questions areanswered. Solves problems via collaboration.Research Consideration Booking Stay Post StayWhatWhoWhereHowWhenHow LongPlan for an impromptu vacation toScotlandLead by inspiration, collaboratingwith my girlfriendGoogle (search, earth, maps),transportation sites, DFDS, hotelsites, FacebookStart with Google and start typingsearch terms (like my castle), let thatlead my search where it takes me.Get feedback and context viaFacebook and WOMAs soon as the inspiration hits. Wegot onto the computer right whenthe movie ended.Four hours. Carpe diem!Identify the best route and places tostay along the wayCollaborating with my GF and takingthe advice and opinions of friendsGoogle maps, hotel websites,Facebook, user reviews, Skype,phone, chatPlot route via Google maps,determine hotels by location anduser reviews/ personalrecommendations, Skype, call or IMhotels to answer any openquestionsAs soon as we figured out what itwould take to get there and whatsort of places we might stay atJust another hour or two… we had afew questions we needed someoneto answerBook the transportation andlodging, leave the rest for laterMy girlfriend did the bookingonce our big decisions weremadeDFDS, book online with hotelsafter confirming viaphone/SkypeDFDS for the ferry, Plot out ourroute with hotel stops onGoogle Maps, make a personalconnection before bookinghotel onlineMoments after our friendVeronika called us with herrecommendationWell, my GF did it, but it was bythe next morning at the latestHave an adventure. Find ournext hotel, negotiate anupgrade. Determine dailyactivities on the fly. PostTwitpicsMe and my girlfriend together.Sometimes more her than me.Google, front desk, hotel staff,concierge, pamphlets, TwitterOutside of our route/hotel, therest was up to what we cameupon or who we met what theyrecommendedPretty much on the fly.Wherever our mood takes us.No planning time, really, exceptfor what people told us beforewe wentCheck out, sign the guestbook,thank staffBoth of usIn personI prefer face-to-face wheneverpossible/ practical. So I makesure to say goodbye andthanks to anyone particularlyhelpfulAt check out. I’m not so greatabout following up afterwards.Too busy!Immediate, or forgotten14Intuitive Collaborative: Frank – TRAVEL JOURNEY
    • KeyCharacteristics /NeedsTranslation to Digital Experience• Open minded researcher who valuespersonal stories most in the decisionmaking process• Personal connections are key elementto their life• Looking for experiential and emotionalinformation to make decisions• Seeking authentic experiences• Tactile knowledge is key part ofintuitive decision making• Seeking best option at each moment• Personal connection to hotel• Sample solution – Manager name and phone number provided on property page• Stories about personal experiences• Sample solution – Pull in customer stories/reviews from Trip Advisor• Understanding of local flavor• Sample solution – Hotel concierge stories about local flavor• Tactile understanding of hotel experience• Flexibility in their schedule• Sample solution – Choose your own adventure activity selection on hotel wireless entry page Impulse buyer; doesn’t pay attention towants/needs; pictures lie, storiesprovide better context; design eye – sees whatsomething could be; instant gratification tied totactile experience (actualor anticipated); plans for options, hatesrules; figure it out when Iget there Opportunisticin ways thattie to others; wants real,authenticconnectionswith others; solvesproblems viacollaboration Varied searchsources, nofilters/prioritization; search to dream; frames viaevents, notcategory oritinerary-basedthinking Connects to placesthrough personalexperience; looking forexperiential /emotionalcomponent fromreviews, not specs; easily swayed byothers15Intuitive Collaborative: BUILD DIGITAL JOURNEY for FrankImage courtesy of http://theselby.com/
    • how to do personas right
    • How to build & use personasWHOAre the users?WHATAre the activities they wish to perform?WHYThey would buy/use our product?HOWDoes our product/service fits the context of their life?Images courtesy of http://theselby.com/
    • How to build personasBACKGROUNDNameAgeBackground (family, education)Role/jobLeisure activities/interests/aspirationCHARACTERISTICSTools/Ability/Access PointsACTIVITIES/MOTIVATIONSWhat are they trying to achieve?Why are they trying to achieve it?ENGAGEMENTWhat is their relationship to the product/service?What triggers the interaction?What other products/services they might use?Images courtesy of http://theselby.com/
    • How to build scenarios for each persona1. Who is the persona?2. What triggers the experience?3. What happens during the experience?4. What is the outcome?FOCUSActivities/tasks accomplishedOutcomes of those activitiesImages courtesy of http://theselby.com/
    • Purpose of Scenarios1. Help us think about the use of product/service in context2. Expose problems and opportunities3. Evaluate product/service from multiple perspectivesImages courtesy of http://theselby.com/
    • game/test
    • Answer these 2 questions after the video1. How many personas are in this video?2. How many could apply to your product / service?
    • http://www.microsoft.com/office/vision/
    • conclusions
    • the ux process & personasResearch and Discovery Competitive analysis User interviews Testing Product heuristic audit Industry research User interviews Marketing research – includes targetmarket researchUX Strategy Develop usability objectives Document user profilesand scenarios = personas Conduct task analysis Define screen flows &navigation models Establish the method of developmentUX Exploration & Development Define scenarios for personas Build flows, map out tasksand experiences Build wireframes Create low-fidelity interactiveprototypes Run validation sessionsInteraction & UI Design Draft conceptual models Document UI standardsand guidelines Conduct usability tests Create design specificationsand documentationImplementation Conduct heuristic evaluations Run usability tests Deployment Run user surveys Deploy reiterations251. RESEARCH2. STARTEGY3. UX4. ADVERTISING5. TRAINING
    • References & resourcesUxmatters.comFuturevision.comUxmag.comhttp://www.slideshare.net/pennyhagen26http://www.nngroup.com/articles/interviewing-users/http://www.slideshare.net/edanzico/user-interview-techniquesUsertesting.comCrazyegg.comOptimizely.comUsabilia.comhttps://testflightapp.com/http://mobile.smashingmagazine.com/2012/10/22/a-guide-to-mobile-app-testing/
    • Thank you@noracocannoracocan.cominfo@noracocan.com