TODAY’S SYSTEMS ARE
THEY ARE DESIGNED BASED ON

THEY ARE DESIGNED LOGICALLY LIKE WE ARE DESIGNING FOR
MACHINES

people
but we should be designing for
AND PEOPLE DO UNEXPECTED ILLOGICAL THINGS

more choice
logic will tell you
is better

when people have too many choices, they suffer from
paralysis speed dating and investing

when people have too many choices, they suffer from
poor choices with poor returns

when people have too many choices, they suffer from
uncertaintyquestioning their choices
and left with regret

people will show you
less choice is best

capability vs. usability
the paradox of

making choices can be
difficult

making GOOD choices...
really difficult

why should you use godd design?
avoid opinion wars
The average user doesn’t exist
you’re probably not the target audience

godd design requires
defining goals & collecting data

where does the data come from?
internal stake holders, analytics, customer support

where does the data come from?
external customer, customer advocates, subject
matter experts, industry research

how do we communicate the data?
traditionally through requirements

godd design requires defining goals and collecting data
but the most important part is
visual communication

The o ce of a small accounting rm in a major city in the US. The o ce of a small accounting rm in a major city in the US.
Sharon feels overworked. She has to work overtime this week to re-enter the nancial documents they lost due to a virus Now that they have Comcast’s Business Center, Sharon feels much more relaxed at work. All their important les are backed
attack last week. Her boss Ken still keeps his calendar on paper, which makes it di cult to schedule meetings. And she’s tired up at the end of the day. She’s able to schedule appointments for her boss and automatically notify him. Last week she used
of getting phone calls from clients in a panic, because their Quickbooks le was too big to email and they didn’t receive it in the new web conferencing feature to get training on a new software application they purchased.
time.
Sharon does some comparison shopping Sharon selects a service provider. Sharon sets up the primary account. Sharon selects a hosting package. Sharon sets up a comcast.net email Sharon sets up an mail account setup. Sharon sets up an email alias. Sharon sets up an email forward Sharon creates a new web page.
for small business services. address. (distribution list).
Sharon needs email, le storage and Sharon has determined that Comcast has Sharon has scheduled an activation with Sharon has determined that Comcast has Sharon has selected the free basic hosting Sharon needs to setup email accounts for Sharon wants a to make sure that emails Sharon wants a to make sure that general Sharon needs to create a new web page to
backup assistance. She's been thinking the best solution to t their small business Comcast. She has an installation appoint- the best solution to t their small business package and wants to setup the .net email the other employees at the o ce. sent to Sharon, SharonReynolds, email inquiries are sent to her, Ken and their site.
about making a company website as well. needs. ment on Tuesday. needs. address. Sharon.Reynolds and sreynolds are all sent Ron.
to her Sharon@parowitz.com account.
Sharon, Nicole and Shane Sharon, Nicole and Shane Sharon, Nicole, Shane Sharon, Nicole and Shane Sharon, Nicole, Shane Sharon, Nicole, Erin and Shane Sharon, Nicole, Erin and Shane Sharon, Nicole, Erin and Shane Sharon, Nicole, Erin and Shane
Price, number of pages, number of email Communicates the packages in terms they Availability of primary account name. Communicates the packages in terms they Ability to add email address quickly and Ability to add email address quickly and Ability to add email alias quickly and easily. Ability to add email forward quickly and Ability to create pages add images and text
addresses, client communication manage- understand (e.g. number of pages, email Memorability of primary account name and understand (e.g. number of pages, email easily. Ability to add the email address she easily. Ability to add the email address she Understanding when to use an alias vs. a easily. easily, preview before publishing page,
ment, internal collaboration, remote access addresses) password. addresses) needs. needs. forward. make changes quickly, allow others to add
to email (web-mail), le backup. a page to the site.. Doesn't require knowl-
edge of HTML/CSS.
Selecting the right package. Knowing which package is right for them. Already has several usernames and pass- Knowing which package is right for them. Not being able to get the email address Doesn't know what pop and smtp are. Not Not sure when to use an alias and when to Not sure when to use an alias and when to Linking/navigation so customers can nd
How many pages do they need? words. Having one more to remember. How many pages do they need? they want. Di culty in coming up with sure how username is di erent from email use a forward. use a forward. the new page. Doesn't understand what
similar email addresses that are available. address, or if they are case sensitive. FTP is. Doesn't know how page structure
“My boss needs to think it’s useful, Not sure what pop and smtp are and how Doesn’t like it when the email address they a ects SEO.
but I’m the one who has to use it.” to setup their email account. want isn’t available.
S2.1 S3.1
S1.1 S4.1 S5.1 S6.1 S7.1 S8.1 S9.1
Begin sign-up. Installer shows up.
Search for services. Visit account sign-up screen. Visit admin dashboard (control Visit admin dashboard (control Visit admin dashboard (control Visit admin dashboard (control Add a new web page.
The customer visits the business panel) screen. panel) screen. panel) screen. panel) screen.
The customer searches Google, The customer visits the business
(1) (1)
(1) (1) (1) (1) (1) (2) (1) The customer launches the Web
services landing screen, receives a
Yahoo! or other sites for \"web host- services landing screen. The customer visits the admin The customer visits the admin The customer visits the admin The customer visits the admin
page creation application and is
phone call from Comcast’s business
ing,\" \"search engine promotion,\" and dashboard. dashboard. dashboard. dashboard.
automatically prompted to add a
division, or a salesperson visits their
\"small business solutions\".
new page to their site.
o ce
S2.2 Select a package. S3.2 Installer provides the account info
S1.2 S4.2 Select a hosting package. S5.2 Create new account. S6.2 Create new account. S7.2 S8.2 Create new account. S9.2
Visit web hosting and small busi- View email accounts.
(bill).
The customer selects the small
ness solutions sites. The customer selects the package The customer selects the \"Add new The customer selects the \"Add new The customer selects the option to The customer selects the \"Add email
(1) (1)
(1) (1) (1) (1) (1) (2) (2) Select a theme.
business solutions package they
Customer visits several of the search they want to sign up for. email account\" option. email account\" option. view email accounts. forward\" option.
The customer selects a theme for
want to sign up for.
results, evaluating o erings, pricing
their new web page.
and the \"credibility\" of the provider
based on the website design.
S3.3 Account activation.
S1.3 S4.3 Select a domain. S5.3 Enter account information. S6.3 Enter account information. S7.3 S8.3 Enter forward information. S9.3
Request additional info. Select email account.
Sharon visits the account activation
The customer contacts the service The customer selects to transfer an The customer enters the person's The customer enters the person's The customer selects the email The customer enters the email
(1)
(2) (1) (1) (1) (1) (2) (2) Select a template.
screen.
provider, explaining their situation existing domain, or chooses a new name and desired email address. name, desired email address, pass- address they want to create an alias address and \"forward to\" informa-
The customer selects a template for
and asking which package is the best domain for hosting. word, aliases and size limit. for. tion.
the new page (e.g. Home, About,
for them.
Article, Photos, Blank)
think of it as your 60 page requirements document S3.4 Setup primary account.
S1.4 S4.4 Select alternate domains. S5.4 Con rmation. S6.4 Con rmation. S7.4 S8.4 Con rmation. S9.4
Ask for recommendation. Add alias.
Sharon sets up the primary account.
The customer asks for a recommen- The customer selects additional, The system displays a con rmation The system displays a con rmation The customer selects the \"Add alias\" The system displays a con rmation
(1)
on one page
(4) (2) (1) (1) (1) (2) (1) Name page.
dation from a friend. alternative domains. that the email account was set up that the account was set up with next option to create an alias for this that the forward was set up with next
The system automatically names the
with next steps (e.g. Add another steps (e.g. Add another email account. steps (e.g. Add another email
page based on the title provided by
email account, Setup your email account, Setup your email program, forward, Return to dashboard)
the customer.
program, Return to dashboard) Return to dashboard)
S3.5 First time visitor screen.
S1.5 S4.5 Select add-on services. S5.5 Setup email program. S6.5 Setup email program. S7.5 S8.5 Add another email alias. S9.5
Print o erings. Enter alias.
The customer nishes activation and
The customer prints the page The customer selects add-on services The customer selects this option and The customer selects this option and The customer enters the alias for the The customer selects an option to
(1)
(1) (1) (1) (1) (1) (2) (1) Add text.
visits the rst time (activation, upsell,
showing the di erent service o er- (e.g. email virus scan, blogging instructions for con guring an email instructions for con guring an email address and selects \"create alias.\" add another email forward and the
The customer adds text to the page
welcome) screen. With a \"did you
ings. software, on-line marketing, collabo- application are displayed (e.g. application are displayed (e.g. process repeats.
template and formats it.
know you could…\" with the option to ration) incoming/outgoing mail servers, incoming/outgoing mail servers,
come back to this later. username, password) username, password)
S1.6 S4.6 Provide contact and billing informa- S5.6 Print instructions. S6.6 Print instructions. S7.6 S9.6
Collect mailers. Con rmation.
tion.
The customer collects various The customer selects this option to The customer selects this option to The system displays a con rmation
(1) (1) (1) (1) (1) (1) Add images.
promitional materials they have The customer provides billing and print the instructions. print the instructions. that the alias was set up with next
The customer selects an image from
received in the mail from service contact info. steps (e.g. Add another alias for this
their computer or local network and
providers. account, Add alias for another
places it in the page.
account, Return to dashboard)
S1.7 S4.7 S5.7 S6.7 S7.7 S9.7
Create short-list. Review order. Add another email account. Add another email account. Add another email alias.
The customer creates a short-list of The customer reviews their order. The customer selects an option to The customer selects an option to The customer selects an option to
(4) (1) (1) (1) (1) (2) Tag page.
3-5 options to show the decision add another email address and the add another email address and the add another email alias and the
The customer can select (add) tags
makers (boss). process repeats. process repeats. process repeats.
and categories for the page.
Present to decision makers. S4.8 Place order.
S1.8 S9.8
The customer shows the short-list to The customer places their order.
Check spelling.
(4) (1) (2)
their boss to pick a provider.
The customer can run spell check on
the existing page.
Select a provider. S4.9 Con rm order.
S1.9 S9.9
The customer selects a provider and The customer views the order
Preview page.
(4) (1) (2)
begins the activation process. con rmation screen with next steps.
The customer previews the new page
prior to publishing it.
Publish. The customer publishes the
S4.10 Email receipt. S9.10 page to their website.
The customer receives an electronic
Next steps.
(1) (1)
receipt via email.
The customer is prompted with next
steps (e.g. Create another page,
Announce this page to customers)
S4.11 Welcome orientation email.
The customer receives an instruc-
(1) tional email with the administration
URL, mail server info, DNS info, etc.

The o ce of a small accounting rm in a major city in the US. The o ce of a small accounting rm in a major city in the US.
Sharon feels overworked. She has to work overtime this week to re-enter the nancial documents they lost due to a virus Now that they have Comcast’s Business Center, Sharon feels much more relaxed at work. All their important les are backed
attack last week. Her boss Ken still keeps his calendar on paper, which makes it di cult to schedule meetings. And she’s tired up at the end of the day. She’s able to schedule appointments for her boss and automatically notify him. Last week she used
of getting phone calls from clients in a panic, because their Quickbooks le was too big to email and they didn’t receive it in the new web conferencing feature to get training on a new software application they purchased.
time.
Sharon does some comparison shopping Sharon selects a service provider. Sharon sets up the primary account. Sharon selects a hosting package. Sharon sets up a comcast.net email Sharon sets up an mail account setup. Sharon sets up an email alias. Sharon sets up an email forward Sharon creates a new web page. Sharon edits a web page. Sharon installs anti-virus. Sharon sets up a le backup account. Sharon sets up a le backup. Sharon sets up a web conference account. Sharon sets up a web conference. Sharon wants to manage account access
for small business services. address. (distribution list). privileges.
Sharon needs email, le storage and Sharon has determined that Comcast has Sharon has scheduled an activation with Sharon has determined that Comcast has Sharon has selected the free basic hosting Sharon needs to setup email accounts for Sharon wants a to make sure that emails Sharon wants a to make sure that general Sharon needs to create a new web page to Sharon needs to edit an existing web page Sharon wants to install anti-virus software Sharon wants to try out the le backup Sharon wants to set up a scheduled le Sharon wants to try out the web conferenc- Sharon wants to set up a web conference Sharon wants to give the new o ce
backup assistance. She's been thinking the best solution to t their small business Comcast. She has an installation appoint- the best solution to t their small business package and wants to setup the .net email the other employees at the o ce. sent to Sharon, SharonReynolds, email inquiries are sent to her, Ken and their site. on their site. on the machines in the o ce. feature for the important documents in the backup for the important documents on ing software for some upcoming training for their upcoming training. assistant the ability to add email accounts.
about making a company website as well. needs. ment on Tuesday. needs. address. Sharon.Reynolds and sreynolds are all sent Ron. o ce. her machine. they have planned.
to her Sharon@parowitz.com account.
Sharon, Nicole and Shane Sharon, Nicole and Shane Sharon, Nicole, Shane Sharon, Nicole and Shane Sharon, Nicole, Shane Sharon, Nicole, Erin and Shane Sharon, Nicole, Erin and Shane Sharon, Nicole, Erin and Shane Sharon, Nicole, Erin and Shane Sharon, Nicole, Erin and Shane Sharon, Nicole, Erin and Shane Sharon, Nicole and Shane Sharon, Nicole, Erin, Shane, Tom, Ken and Sharon, Nicole, Erin and Shane Sharon, Nicole, Erin, Shane, Tom, Ken and Sharon, Nicole and Shane.
Ron. Ron.
Price, number of pages, number of email Communicates the packages in terms they Availability of primary account name. Communicates the packages in terms they Ability to add email address quickly and Ability to add email address quickly and Ability to add email alias quickly and easily. Ability to add email forward quickly and Ability to create pages add images and text Ability to select page for editing, edit, Ability to download and install on multiple Instant access w/o downloading some- Ability to perform initial backup quickly Instant access w/o downloading some- Ability to schedule a conference quickly Ability to allow others to manage email
addresses, client communication manage- understand (e.g. number of pages, email Memorability of primary account name and understand (e.g. number of pages, email easily. Ability to add the email address she easily. Ability to add the email address she Understanding when to use an alias vs. a easily. easily, preview before publishing page, preview and publish quickly and easily. machines. Automatic detection of viruses. thing. Ability to get up and running quickly and easily. Ability to schedule a future thing. Ability to get up and running quickly and easily. Ability to invite multiple attend- accounts, create, edit and publish web
ment, internal collaboration, remote access addresses) password. addresses) needs. needs. forward. make changes quickly, allow others to add Ability to allow others to edit an existing Ability to schedule virus scans. and easily. If download is required, make it backup quickly and easily. Ability to and easily. If download is required, make it ees. Ability to add the conference to their pages and schedule web conferences.
to email (web-mail), le backup. a page to the site.. Doesn't require knowl- page. fast. Ability to use from multiple machines perform unattended backups. fast. Ability to use from multiple machines calendar and receive a reminder.
edge of HTML/CSS. in the o ce. in the o ce.
Selecting the right package. Knowing which package is right for them. Already has several usernames and pass- Knowing which package is right for them. Not being able to get the email address Doesn't know what pop and smtp are. Not Not sure when to use an alias and when to Not sure when to use an alias and when to Linking/navigation so customers can nd Most systems have a long list of pages and Downloads that take too long. Inability to Doesn’t like having to download things to Jumping through multiple screens to Doesn’t like having to download things to Jumping through multiple screens to Account management screens with too
How many pages do they need? words. Having one more to remember. How many pages do they need? they want. Di culty in coming up with sure how username is di erent from email use a forward. use a forward. the new page. Doesn't understand what nding the right one is di cult. nd the application once it’s installed. make something work over the web. schedule a backup. Not knowing when the make something work over the web. schedule a conference. Missing a confer- many options and confusing language.
similar email addresses that are available. address, or if they are case sensitive. FTP is. Doesn't know how page structure Inability to remove a program if it’s not Doesn’t like being required to use a speci c last backup was performed. Not knowing Doesn’t like being required to use a speci c ence because they weren’t noti ed
“My boss needs to think it’s useful, Not sure what pop and smtp are and how Doesn’t like it when the email address they a ects SEO. longer needed. Nag screens. browser. Slow connections or loss of what les on her machine are currently not browser. Slow connections or loss of (reminded). Slow response time during a
but I’m the one who has to use it.” to setup their email account. want isn’t available. important les. backed up. video/audio. conference.
S2.1 S3.1
S1.1 S4.1 S5.1 S6.1 S7.1 S8.1 S9.1 S10.1 Select a page to edit. S11.1 Visit admin dashboard (control S12.1 Visit admin dashboard (control S13.1 Visit admin dashboard (control S14.1 Visit admin dashboard (control S15.1 Visit admin dashboard (control S16.1 Visit admin dashboard (control
Begin sign-up. Installer shows up.
Search for services. Visit account sign-up screen. Visit admin dashboard (control Visit admin dashboard (control Visit admin dashboard (control Visit admin dashboard (control Add a new web page.
The customer visits the business panel) screen. panel) screen. panel) screen. panel) screen. panel) screen. panel) screen. panel) screen. panel) screen. panel) screen. panel) screen.
The customer searches Google, The customer visits the business The customer selects the page they
(1) (1)
(1) (1) (1) (1) (1) (2) (1) (1) (1) (1) (4) (1) (1) (4)
The customer launches the Web
services landing screen, receives a
Yahoo! or other sites for \"web host- services landing screen. The customer visits the admin The customer visits the admin The customer visits the admin The customer visits the admin want to edit. The customer visits the admin The customer visits the admin The customer visits the admin The customer visits the admin The customer visits the admin The customer visits the admin
page creation application and is
phone call from Comcast’s business
ing,\" \"search engine promotion,\" and dashboard. dashboard. dashboard. dashboard. dashboard. dashboard. dashboard. dashboard. dashboard. dashboard.
automatically prompted to add a
division, or a salesperson visits their
\"small business solutions\".
new page to their site.
o ce
S2.2 Select a package. S3.2 Installer provides the account info
S1.2 S4.2 Select a hosting package. S5.2 Create new account. S6.2 Create new account. S7.2 S8.2 Create new account. S9.2 S10.2 Edit page name. S11.2 Install anti-virus software. S12.2 Visit le backup screen. S13.2 Backup les. S14.2 Visit web conference screen. S15.2 Schedule a conference. S16.2 Manage accounts.
Visit web hosting and small busi- View email accounts.
(bill).
The customer selects the small
ness solutions sites. The customer selects the package The customer selects the \"Add new The customer selects the \"Add new The customer selects the option to The customer selects the \"Add email The customer can edit the name of The customer selects the “Install The customer selects the “Schedule a The customer selects the “Backup The customer selects the “Schedule a The customer selects the “Schedule a
(1) (1)
(1) (1) (1) (1) (1) (2) (2) (1) (1) (1) (4) (1) (1) (4)
Select a theme. The customer selects “Manage
business solutions package they
Customer visits several of the search they want to sign up for. email account\" option. email account\" option. view email accounts. forward\" option. the page. The system should auto- anti-virus software\" option. le backup” option and is directed to your les” option and is directed to web conference” option and is web conference” option and is
The customer selects a theme for accounts” and is directed to the
want to sign up for.
results, evaluating o erings, pricing matically update links. the le backup account sign-up directed to the web conference directed to the web conference
their new web page. account management screen.
and the \"credibility\" of the provider screen. account sign-up screen. schedule screen.
based on the website design.
S3.3 Account activation.
S1.3 S4.3 Select a domain. S5.3 Enter account information. S6.3 Enter account information. S7.3 S8.3 Enter forward information. S9.3 S10.3 Edit text. S11.3 Run anti-virus. S12.3 Signup for account. S13.3 Select les for backup. S14.3 Signup for account. S15.3 Setup meeting time. S16.3 Select account.
Request additional info. Select email account.
Sharon visits the account activation
The customer contacts the service The customer selects to transfer an The customer enters the person's The customer enters the person's The customer selects the email The customer enters the email The customer can edit the text on The anti-virus software scans for The customer signs up for a le The customer selects the les on The customer signs up for a web The customer selects a meeting time
(1)
(2) (1) (1) (1) (1) (2) (2) (1) (1) (2) (4) (2) (1) (4)
Select a template. The customer selects an account to
screen.
provider, explaining their situation existing domain, or chooses a new name and desired email address. name, desired email address, pass- address they want to create an alias address and \"forward to\" informa- the page. viruses. backup account with a 3rd party their local/network machine to conference account with GoToMeet- and date.
The customer selects a template for manage.
and asking which package is the best domain for hosting. word, aliases and size limit. for. tion. provider. backup.the e backup screen. ing.
the new page (e.g. Home, About,
for them.
Article, Photos, Blank)
S3.4 Setup primary account.
S1.4 S4.4 Select alternate domains. S5.4 Con rmation. S6.4 Con rmation. S7.4 S8.4 Con rmation. S9.4 S10.4 Edit images. S11.4 Display virus scan results. S12.4 Create account. S13.4 Perform backup. S14.4 Create account. S15.4 Select meeting options. S16.4 Allow email account management.
Ask for recommendation. Add alias.
Sharon sets up the primary account.
The customer asks for a recommen- The customer selects additional, The system displays a con rmation The system displays a con rmation The customer selects the \"Add alias\" The system displays a con rmation The customer can edit or add new The application displays a results The customer selects the “Create The customer selects this option to The customer selects the “Create The customer selects the meeting
(1)
(4) (2) (1) (1) (1) (2) (1) (2) (1) (2) (4) (2) (2) (4)
Name page. The customer selects the option to
dation from a friend. alternative domains. that the email account was set up that the account was set up with next option to create an alias for this that the forward was set up with next images to the page. screen. account” option. backup the les on their account” option. options.
The system automatically names the allow the account to manage other
with next steps (e.g. Add another steps (e.g. Add another email account. steps (e.g. Add another email local/network machine.
page based on the title provided by email accounts.
email account, Setup your email account, Setup your email program, forward, Return to dashboard)
the customer.
program, Return to dashboard) Return to dashboard)
S3.5 First time visitor screen.
S1.5 S4.5 Select add-on services. S5.5 Setup email program. S6.5 Setup email program. S7.5 S8.5 Add another email alias. S9.5 S10.5 Edit tags. S11.5 Schedule virus scans. S12.5 Select a plan. S13.5 Schedule backup. S14.5 Select a plan. S15.5 Invite participants. S16.5 Allow web page creation.
Print o erings. Enter alias.
The customer nishes activation and
The customer prints the page The customer selects add-on services The customer selects this option and The customer selects this option and The customer enters the alias for the The customer selects an option to The customer can edit (add) tags and The application automatically selects The customer selects their backup The customer selects a backup time The customer selects their web The customer adds attendees to the
(1)
(1) (1) (1) (1) (1) (2) (1) (2) (1) (2) (4) (2) (2) (4)
Add text. The customer selects this option to
visits the rst time (activation, upsell,
showing the di erent service o er- (e.g. email virus scan, blogging instructions for con guring an email instructions for con guring an email address and selects \"create alias.\" add another email forward and the categories for the page. future schedule based on the rst plan. and date. conferencing plan. invite list and attendees are noti ed
The customer adds text to the page allow the account to create web
welcome) screen. With a \"did you
ings. software, on-line marketing, collabo- application are displayed (e.g. application are displayed (e.g. process repeats. run. The customer can change the of the upcoming meeting.
template and formats it. pages.
know you could…\" with the option to ration) incoming/outgoing mail servers, incoming/outgoing mail servers, schedule.
come back to this later. username, password) username, password)
S1.6 S4.6 Provide contact and billing informa- S5.6 Print instructions. S6.6 Print instructions. S7.6 S9.6 S10.6 Check spelling. S12.6 Enter billing info. S14.6 Enter billing info. S15.6 Next steps. S16.6 Allow web page editing.
Collect mailers. Con rmation.
tion.
The customer collects various The customer selects this option to The customer selects this option to The system displays a con rmation The customer can run spell check on The customer enters their billing The customer enters their billing The customer has the option to
(1) (1) (1) (1) (1) (1) (2) (2) (2) (4) (4)
Add images. The customer selects this option to
promitional materials they have The customer provides billing and print the instructions. print the instructions. that the alias was set up with next the existing page. information. information. schedule another meeting, or return
The customer selects an image from all the account to edit web pages.
received in the mail from service contact info. steps (e.g. Add another alias for this to the CBC dashboard screen.
their computer or local network and
providers. account, Add alias for another
places it in the page.

The o ce of a small accounting rm i
Sharon feels overworked. She has to w
attack last week. Her boss Ken still kee
of getting phone calls from clients in
time.
Sharon does some comparison shop
for small business services.
Sharon needs email, le storage an
backup assistance. She's been think
about making a company website a
Sharon, Nicole and Shane
Price, number of pages, number of e
addresses, client communication m
ment, internal collaboration, remote
to email (web-mail), le backup.
Selecting the right package.
“My boss needs to think it’s useful,
but I’m the one who has to use it.”
S1.1 Search for services.
The customer searches Googl
(1)
Yahoo! or other sites for \"web
ing,\" \"search engine promotio
\"small business solutions\".

S2.1 S3.1
S1.1 Begin sign-up. Insta
Search for services.
The customer visits the business
The customer searches Google, (1) (1)
(1)
services landing screen, receives a
Yahoo! or other sites for \"web host-
phone call from Comcast’s business
ing,\" \"search engine promotion,\" and
division, or a salesperson visits their
\"small business solutions\".
o ce
S2.2 Select a package. S3.2 Insta
S1.2 Visit web hosting and small busi-
(bill)
The customer selects the small
ness solutions sites. (1) (1)
(1)
business solutions package they
Customer visits several of the search
want to sign up for.
results, evaluating o erings, pricing
and the \"credibility\" of the provider
based on the website design.
S3.3 Acco
S1.3 Request additional info.
Shar
The customer contacts the service (1)
(2)
scree
provider, explaining their situation
and asking which package is the best
for them.
S3.4 Setu
S1.4 Ask for recommendation.
Shar
The customer asks for a recommen- (1)
(4)
dation from a friend.
S3.5 First
S1.5 Print o erings.
The
The customer prints the page (1)
(1) visits
showing the di erent service o er-
welc
ings.
know
com
S1.6 Collect mailers.
The customer collects various
(1)
promitional materials they have

representative profiles of
personas are
customers based on behavior
your
knowledge and activity

Persona DNA
Do
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Lifecycle
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Knowledge
1
2
3
4
5
Ev
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Ju gre
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Activities and Interest
Fin erti
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rs

protoypes are a way to work through and
validate your design

how do you measure success?
baseline
start with a

without a baseline you won’t know
your design decisions
the impact of

after you have a baseline
prototype
build a

validate your design
use the prototype to
measure and adjust

a practitioner’s guide to
prototyping coming spring 2008
rosenfeldmedia.com/books/prototyping/