WEEK 9
           Researching Design Processes
                                   UTS




     building and using
personas...
www.digitaleskimo.net
personas and scenarios: design tools




image http://www.flickr.com/photos/bre/552152780/
our designs live here




image http://www.flickr.com/photos/tim166/293161965/sizes/l/
help us stay connected to our
users and the real world, while we
are in our design studio.
Personas


a description of a representative user
(a pretend person who represents a type or group of users)
examples




 Dianne




           images http://wiki.fluidproject.org/display/fluid/Persona%2BFormat
example persona: Giles
                                                                            Attributes
            ...
example persona: Robert
                                                     Background
                                  ...
Personas

Tell us:

who the users are.
what are the activities they wish to perform.
why they might use/buy/wear/visit our...
Building a persona:
Background:                             Activities/Motivations
Name                                   ...
analysing research
seeing patterns
identifying personas
New Matilda
Joel - academic - regular user
                                          Active participant within the New Matilda communi...
Shymika
           Shymika - “ad hoc” user
                                                 Found the site via a google se...
Anna - (future user)
                                                                        Isnʼt aware of New Matilda bu...
building personas




    client workshops,         survey
    interviews
    & site visits


        100
         75
    ...
informing design
informing design

                   Participation easy and visible

                   Rich navigation

                 ...
nudies
creating nudies
Rick, NGO in Thailand
Dianne, Philanthropic Institute in the US
Ash, 9yo Sports & Science fanatic




                               Akira, 8.5yo Science & Music enthusiast
why nudies?

              Shifts our perspective to the user


              Reveals important information...



        ...
Personas

Manage and share   research

Represent important   patterns about behavior

Provide a user perspective for   gui...
Scenarios
    Scenarios

descriptions of everyday situations




remind us that people are using our products and services...
example scenario




                       At lunch Joel and his friend Rick get to
                       talking about ...
SCENARIOS

(with a purpose)
                            current scenario

                            future scenario

   ...
current use scenario



            While checking his email at work in the morning Joel
            sees a New Matilda he...
future use scenario




While checking his news feeds at work in the morning Joel sees a New Matilda
headline that catches...
creating a scenario



      •Who is the persona involved?
      •What triggers this experience?
      •What happens?
    ...
scenarios and personas in design
testing designs
ʻmagicʼ Scenario




Akira
                   Akiras trip to the zoo
Scenarios

Assist us in thinking about   use in context
Expose   problems and opportunities in current design
Flesh out an...
personas and scenarios: design tools




        made with a purpose ( ø                   B dker 2000)




used to inform...
use is messy and complex




     concrete and specific: Keep us connected to the use context
we see the world differently




                           empathy: Focus our attention on the users experience
http://2....
communicate & share




          a design   resource we can share with others
help us to reflect and reason




                   tools for thinking about design   (Robertson et al. 2005)
References
Bødker, S. 2000, 'Scenarios in user-centred design--setting the
     stage for reflection and action', Interacti...
Introduction to building and using personas and scenarios in design
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Introduction to building and using personas and scenarios in design

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Introduction to building and using Personas and Scenarios in Design given to UTS first year design students.

An overview of how they are created, and how they are useful in the design process, including getting from user research to design, and how they inform design.

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Introduction to building and using personas and scenarios in design

  1. 1. WEEK 9 Researching Design Processes UTS building and using personas and scenarios penny hagen
  2. 2. www.digitaleskimo.net
  3. 3. personas and scenarios: design tools image http://www.flickr.com/photos/bre/552152780/
  4. 4. our designs live here image http://www.flickr.com/photos/tim166/293161965/sizes/l/
  5. 5. help us stay connected to our users and the real world, while we are in our design studio.
  6. 6. Personas a description of a representative user (a pretend person who represents a type or group of users)
  7. 7. examples Dianne images http://wiki.fluidproject.org/display/fluid/Persona%2BFormat
  8. 8. example persona: Giles Attributes •Tech-savvy, interested in new technologies •Uses a lot of keyboard shortcuts •Comfortable in both Mac and PC platforms •Eager to try out new technologies •Diligent blogger •Finds IM too distracting so stays off it “I do everything with my laptop” Goals •Get good grades Background •Continue to get funding to complete his masters Age: 25 thesis next year Occupation: Graduate student •Be actively involved in bike clubs and lead an School: Faculty of Information social/outdoorsy life outside school Technology level: Programmer, •Keep fit uber power-user of computers, •Continue to blog regularly to get recognition from very "Web 2.0" the online community Derived from : http://wiki.fluidproject.org/pages/viewpage.action?pageId=2884113
  9. 9. example persona: Robert Background •Age: 35 •Occupation: Educator at Wildlife Center •Technology level: Definitely not "into" technology, but uses it when needed to get the job done. Attributes • Going back to school as an online student after years in the workforce • Studies at home alone • Sometimes finds the technology in his online course to be more of an impediment than a help • Doesn't want school to get in the way of his social life Goals "I want technology to • Teach people about the importance of protecting the environment stay out of my way." • Obtain his teaching certificate • Continue to do well at his job and not let school get in the way • Maintain his active social life Derived from http://wiki.fluidproject.org/display/fluid/Charlie+Jones+(Online+Student+-+Adult+Learner)
  10. 10. Personas Tell us: who the users are. what are the activities they wish to perform. why they might use/buy/wear/visit our product i.e their motivations How our product/service fits into the context of their life.
  11. 11. Building a persona: Background: Activities/Motivations Name What are they trying to achieve? Age Why are they trying to achieve this? Background, family etc Role/Job/Occupation Leisure activities/recreational interests, aspirations Project Engagement What is their relationship to the brand/ Characteristics service/product? Technical use (tools, ability, access What triggers the “interaction”? points) What similar brands might they use? Scenarios
  12. 12. analysing research
  13. 13. seeing patterns
  14. 14. identifying personas
  15. 15. New Matilda
  16. 16. Joel - academic - regular user Active participant within the New Matilda community. Supports independent media, and the goals of the magazine. Been with them since pretty much the beginning when they were a print magazine. Age: 48 Avid reader of political content on and Assoc. Professor, Teaching Theories of Journalism and New Media, at a Sydney offline. University Likes to read articles and comment on them as well as share them with others. Grown up family. Tries to get his kids Sometimes contributes articles interested in political issues. Supports He has a general interest in all the articles the greens and gives talks at that are published. conferences. Enjoys reading and music, Prints stuff out to read on the bus. used to play in a band but recently they Sometimes looks for old articles to havenʼt been practicing much. Takes references in his lectures. Uses RSS to get updates from his favourite public transport to work. sites. photo from http://www.flickr.com/photos/82705724@N00/97272720/
  17. 17. Shymika Shymika - “ad hoc” user Found the site via a google search for internet censorship in Australia. She is looking specifically for articles that address the arguments made by Stephen Conroy on the internet filter Jillian 38 scheme. Came to the site via a google search for internet censorship in Australia. She is looking specifically for articles that address the arguments made by Stephen Shymika is fact gathering for an internal report Conroy on the internet filter scheme. She is works in business and IT and is on the impacts of ISP internet filtering for her fact gathering for an internal report on the impacts for her industry. She is often tasked with sumamrising directions in her industry to her colleagues and industry. She is often tasked with summarize reads a lot online. She is a gym and hiking fanatic and likes to balance her Age: 33 computer time with the outdoors. That said she takes her blackberrydirections in her industry to her colleagues and Business Analyst everywhere she goes. reads a lot online. ShymikaInterested in Article(s) on a specific topic works at a software • Factual She is subscribed to a lot of online technology development company. She is a Touchpoint websites and blogs via RSS. • Google Site gym and hiking fanatic and an article shows up in search or • Visits are infrequent - only when likes to balance herresearch computer time with the She is interested factual article(s) on a specific outdoors. That said she takes her Engagement Reads the discussions but does not contribute topic. She reads the discussions but only blackberry following an article via RSSshe goes. enough comments very rarely. May everywhere updates if its relevant When researching she mostly uses google. photo from http://www.flickr.com/photos/aviisme/875249653/
  18. 18. Anna - (future user) Isnʼt aware of New Matilda but is very interested in wide ranging political opinion and debates, Jillian 38 particular regional politics. Came to the site via a google search for internet censorship in Australia. She is looking specifically for articles that address the arguments made by Stephen Conroy on the internet filter scheme. She is works in business and IT and is fact gathering for an internal report on the impacts for her industry. She is often tasked with sumamrising directions in her industry to her colleagues and Age: 21 reads a lot online. She is a gym and hiking fanatic and likes to balance her Spends most of her connected time on Political computer time withStudent said she takes her blackberry Science the outdoors. That news, social networking, music and everywhere she goes. media sites. RecentlyInterested in Article(s) on a Perth to moved from specific topic • Factual Melbourne for Uni. She flats with other Posts interesting articles she finds onto Touchpoint students and enjoys getting to know • Google Site • Visits are infrequent - only when an article shows up in search or her facebook profile and religiously the Melbourne scene. She is a keen research bookmarks stuff on delicious to share with photographer and volunteers part time Engagement her network. Reads the discussions but does not contribute at an animal shelter.viaShe likesrelevantshare May following an article RSS updates if its to enough her vision for future Australia with Also uses delicious as a way to find good friends and other students, when articles through other people. theyʼll listen. photo from http://www.flickr.com/photos/thomashawk/132574958/
  19. 19. building personas client workshops, survey interviews & site visits 100 75 50 25 0 statistics (hits, keywords) secondary research
  20. 20. informing design
  21. 21. informing design Participation easy and visible Rich navigation Better search ranking Easy to share and subscribe
  22. 22. nudies
  23. 23. creating nudies
  24. 24. Rick, NGO in Thailand
  25. 25. Dianne, Philanthropic Institute in the US
  26. 26. Ash, 9yo Sports & Science fanatic Akira, 8.5yo Science & Music enthusiast
  27. 27. why nudies? Shifts our perspective to the user Reveals important information... Fun, visual and memorable
  28. 28. Personas Manage and share research Represent important patterns about behavior Provide a user perspective for guiding design Prompt new design possibilities and features Can trigger further research
  29. 29. Scenarios Scenarios descriptions of everyday situations remind us that people are using our products and services as part of their everyday lives...
  30. 30. example scenario At lunch Joel and his friend Rick get to talking about the phenomena of Susan Boyle. Joel refers to an article about it on New Matilda, after lunch he finds it again and sends it to Rick. They describe an instance of use...in context.
  31. 31. SCENARIOS (with a purpose) current scenario future scenario test scenarios Bødker 2000
  32. 32. current use scenario While checking his email at work in the morning Joel sees a New Matilda headline that catches his eye. He reads the first half of the article before emailing the link to a friend. Later that morning he returns to read the rest. He tries to leave a comment but canʼt remember his password.
  33. 33. future use scenario While checking his news feeds at work in the morning Joel sees a New Matilda headline that catches his eye. He reads half the article before sending it on to a friend. Later that morning he returns to read the rest before leaving a comment. Itʼs a particularly funny article so he also bookmarks it posts it to his facebook profile.
  34. 34. creating a scenario •Who is the persona involved? •What triggers this experience? •What happens? •What is the outcome? Focus on activities people do, and the context in which they do them.
  35. 35. scenarios and personas in design
  36. 36. testing designs
  37. 37. ʻmagicʼ Scenario Akira Akiras trip to the zoo
  38. 38. Scenarios Assist us in thinking about use in context Expose problems and opportunities in current design Flesh out and evaluate a design idea from multiple perspectives
  39. 39. personas and scenarios: design tools made with a purpose ( ø B dker 2000) used to inform the design, not make your design idea sound good!
  40. 40. use is messy and complex concrete and specific: Keep us connected to the use context
  41. 41. we see the world differently empathy: Focus our attention on the users experience http://2.bp.blogspot.com/_qPU4xXquQ44/SdWeSGPOTSI/AAAAAAAAADs/XtbdRoCu3bs/s1600-h/just_funny_dogs.jpg
  42. 42. communicate & share a design resource we can share with others
  43. 43. help us to reflect and reason tools for thinking about design (Robertson et al. 2005)
  44. 44. References Bødker, S. 2000, 'Scenarios in user-centred design--setting the stage for reflection and action', Interacting with Computers, vol. 13, no. 1, pp. 61-75. Robertson, T., Mansfield, T. & Loke, L. 2005, '"Tools to think With" - Critical Engagement in the Design of an Immersive Environment for Public Use', Submitted to Critical Computing 2005. Image Credits http://www.enginegroup.co.uk/service_design/m_page/personas http://www.flickr.com/photos/lynchaos/95475525/sizes/o/ http://www.flickr.com/photos/wallabee/71125812/ http://wiki.fluidproject.org/display/fluid/Persona%2BFormat http://www.flickr.com/photos/alexkon/56086855/ http://www.flickr.com/photos/nassergazi/2849017127/ http://www.flickr.com/photos/lst1984/2019117548/ http://www.flickr.com/photos/mandric/2501017254/ http://www.photoshopessentials.com/images/photo-effects/photo- fill/main-cropped.jpg http://static.photo.net/attachments/bboard/00O/ 00Omjg-42267684.jpg http://www.flickr.com/photos/aviisme/875249653/photo from http://www.flickr.com/photos/thomashawk/132574958/ photo from http://www.flickr.com/photos/aviisme/875249653/ http://www.flickr.com/photos/katjohnston/2820517823/ http://www.flickr.com/photos/afronie/227438290/ http://www.flickr.com/photos/jlmcvay/21895410/ photo from http://www.flickr.com/photos/ 82705724@N00/97272720/ http://www.flickr.com/photos/kimberlyfaye/2785383504/ http://www.flickr.com/photos/tim166/293161965/sizes/l/ Thanks to Digital Eskimo & their awesome Clients

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