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Designing for Failure - presentation at IA Summit 2013

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Designing for Failure - presentation at IA Summit 2013

  1. 1. Designing for Failure How negative personas and failed user journeys make a better website Annie Drynan @Drys #NegativePersonas
  2. 2. What do I mean? Can’t control who uses a site or service Some won’t be able to do what they want Disappointment leads to complaints
  3. 3. Talking about Personas Why disappointed users matter A case study, and what other sites do
  4. 4. Personas | Why disappointed users matter | Case study Personas Our clients want Our clients would rather didn’t come Those who come but may not be satisfied
  5. 5. Personas | Why disappointed users matter | Case study Primary personas ‘Happy Paths’ Primary personas aren’t enough Changes to functionality let them down
  6. 6. Personas | Why disappointed users matter | Case study Anti-personas Bad people we want to discourage
  7. 7. "non targets" "people you do not want to build the product for." Pruitt and Adlin "The Persona Lifecycle", 2006
  8. 8. You will not ...incorporate... any... content that is not created by you... ! ...publish... sexually related text, photographs... or content that is defamatory, obscene, indecent, threatening, abusive or hateful. MailChimp Terms of Use - captured 27 January 2013
  9. 9. Personas | Why disappointed users matter | Case study More anti-personas People who intend harm People who are too young
  10. 10. Personas | Why disappointed users matter | Case study Negative personas Not the primary audience but may still come - and be disappointed?
  11. 11. “...existence helps us to understand whom we are not designing for” “some are defined only to make it clear we are not designing for them” Cooper: The Inmates are Running the Asylum, 1999
  12. 12. Personas | Why disappointed users matter | Case study Contemplating negative personas Are we giving them what they need?
  13. 13. Talking about Personas Why disappointed users matter A case study, and what other sites do
  14. 14. Personas | Why disappointed users matter | Case study “Having people love your product, even if it is only a minority, is how you succeed” Cooper: The Inmates are Running the Asylum, 1999
  15. 15. Personas | Why disappointed users matter | Case study What do I mean? Not designing for “everyone” Acknowledge and handle pain points Increase the number of satisfied visitors
  16. 16. Personas | Why disappointed users matter | Case study Does it matter? Reduce the chance of complaints Make social media a positive force
  17. 17. From time to time we need to make changes to our published timetables... You can find a summary of the planned changes here… “can we have some proper improvements...” “the amount of disruption on the lines is becoming too much...” “Do I really need a timetable? Trains... are always late anyway” First Great Western Facebook page - Feb 2013
  18. 18. Talking about Personas Why disappointed users matter A case study, and what other sites do
  19. 19. Personas | Why disappointed users matter | Case study Assessing the issues No sales online No prices online Colours online are not always accurate Some existing functionality removed
  20. 20. Personas | Why disappointed users matter | Case study Planning our solution Mini-negative personas - who? What do they legitimately want to do? Can they do it?
  21. 21. Personas | Why disappointed users matter | Case study Using negative personas Failed user journeys Highlight implications of reduced features
  22. 22. Personas | Why disappointed users matter | Case study Showing failed journeys I just want to It’s taking too search using long to load words for colour all these that make sense colours on to me my phone I’ve found a How do I know colour I like what equipment but I can’t I need and how buy it much it will online? cost?
  23. 23. Personas | Why disappointed users matter | Case study Effective messaging Explain what the site is about State what isn’t possible Be honest, but not apologetic
  24. 24. Who is this website for? ...aimed at young people... people of different ages find the site useful.... anyone is welcome to read the... site... happy to receive feedback and enquiries from anyone... specifically for younger people, we will only put up messages... etc. from young people up to the age of 25. There are various grief groups available on the internet for adults. RD4U.org.uk captured March 2013
  25. 25. The Hans Brinker Budget Hotel has been proudly disappointing travellers for forty years. Boasting levels of comfort comparable to a minimum- security prison, the Hans Brinker also offers some plumbing and an intermittently open canteen serving a wide range of dishes based on runny eggs. ... amenities include: - A basement bar with limited light and no fresh air. http://www.hans-brinker.com/ captured March 2013
  26. 26. Personas | Why disappointed users matter | Case study ‘Find a store’ tool Offer the next best thing to shopping online - find the nearest store
  27. 27. http://www.brasher.co.uk captured March 2013
  28. 28. Personas | Why disappointed users matter | Case study Contact us Prominent link to email address and phone number Contain complaints within customer support
  29. 29. A member of our sales team will contact you to discuss your holiday requirements, check availability for your chosen departure date and help you to make your booking. http://www.headwater.com/ captured March 2013
  30. 30. Conclusions Know your primary personas And know what non-primary personas might do Avoid annoying the unexpected user Design for success or failure?
  31. 31. Thank you Annie Drynan adrynan at gmail dot com @Drys

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