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Hienadz Drahun - Design with Temperament - Design by Fire Cafe

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How about having an universal set of proven and reusable behavioral user models? These models can be used for creating interaction design, building content strategy or optimizing for conversion.

You can quickly build user models applying simple and effective approach that uses behavioral archetypes based on Temperament types (also called MBTI by some people) with interpretation for design. We will go beyond the classical MBTI approach and will touch some secrets based on years of practical experience.

Published in: Design, Technology

Hienadz Drahun - Design with Temperament - Design by Fire Cafe

  1. 1. Design with Temperament Hienadź “Gena” Drahun
  2. 2. 195 Visual Definitions of User Experience http://www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience
  3. 3. http://en.wikipedia.org/wiki/World_of_Tanks
  4. 4. https://www.allsecur.nl
  5. 5. Do not have access to user research?
  6. 6. • Actionable and simple • Universal (applied for mass-market) • Proven on practice • Reusable What about having a set of user models?
  7. 7. 4 Types of Temperament
  8. 8. Design practice Bryan Eisenberg Theory David Keirsey http://www.keirsey.com/ http://www.bryaneisenberg.com/
  9. 9. Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode) How we are making decisions?
  10. 10. Rationalist Hedonist Traditionalist Socializer- Philanthropist Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode)
  11. 11. Traditionalist Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode)
  12. 12. • Dependable, helpful, and hard-working • Dutiful, cautious, humble, and focused on credentials and traditions; • Concerned, trust authority, seek security, prize gratitude “ Work hard today, to feel good tomorrow” Traditionalist
  13. 13. • Browses methodically, using primary navigation • Looks for Detailed Information, Comparisons • Needs the feeling of Familiarity, Trust & Security; • “DIY” – “help yourself” “What your product does? How it does it?” Design for Traditionalist
  14. 14. Eye-tracking of Traditionalist http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
  15. 15. Hedonist Quick (Lymbic Mode) Based on Emotions (Right Brain) Deliberate (Cerebral Mode) Based on Facts (Left Brain)
  16. 16. • Fun-loving, optimistic, realistic, and focused on the here and now; • Unconventional, bold, and spontaneous; • Excitable, trust their impulses, want to make a splash, seek stimulation, prize freedom, and dream of mastering action skills; • Curious, love games, surprises, and presents “Want to feel good right now” Hedonist
  17. 17. • Drawn to top items that are immediately available, Actions & Special proposals; • Clear calls to action, quick & clear USPs, short conversion funnels; • Short summative texts, visuals; • Uses search to get to the site, SEO texts are optimized for Hedonists; “Give me the best option, quick and easy ” Design for Hedonist
  18. 18. Eye-tracking of Hedonist http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
  19. 19. Socializer- Philanthropist Quick (Lymbic Mode) Based on Emotions (Right Brain) Deliberate (Cerebral Mode) Based on Facts (Left Brain)
  20. 20. • Oriented on personal development, seek their true self; • Ready to help and trust, but are cautious; • Loving, kindhearted, and authentic. • Enthusiastic, trust their intuition, yearn for romance “Use communication to make themselves and the world better” Socializer- Philanthropist
  21. 21. • Want to get it “quick & easy” but are cautious, value personal communication; • Who are you? What are your ethical & moral values? (“About us”, etc.) • Whom have you already helped? • How can I help others? “How does your product make the world better?” Design for Socializer
  22. 22. Eye-tracking of Socializer http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
  23. 23. Rationalist Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode)
  24. 24. • Pragmatic, skeptical, self- contained, and focused on problem- solving and systems analysis; • Ingenious, independent, and strong willed; • Even-tempered, trust logic, yearn for achievement, seek knowledge, prize technology, and dream of understanding how the world works. “To find the best solution” Rationalist
  25. 25. • Perfectionists, look for the BEST and most efficient way to make things done; • Very quick in judging about what is not BEST or “suspicious”; • Masters of comparison & verification; • Feel flattery and “desire to sell” “Give me the facts to proof that your product is the best option” Design for Rationalist
  26. 26. Eye-tracking of Rationalist http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
  27. 27. Quick Based on Emotions Based on Facts Deliberate
  28. 28. Practical Application I • Information Architecture; • Content Strategy/ Creation; • Visual Design; • Design for Conversion & Persuasion;
  29. 29. • Personas / User models; • Walkthroughs; • Journey Maps; • Content Audits Practical Application II
  30. 30. Design with Temperament Part 2: Secrets
  31. 31. - Do we design separately for every temperament type? - For all types at once!
  32. 32. ? What is the distribution of temperament types Rationalist Hedonist Traditionalist Socializer- Philanthropist
  33. 33. Rationalist (<10%) Hedonist (~ 35%) Тraditionalist (~45%) In “Reality” (±5%) Socializer- Philanthropist (10%+)
  34. 34. For which temperament should we design first?
  35. 35. HEDONISTS FIRST 100% 35%
  36. 36. Second?
  37. 37. HEDONISTS FIRST TRADITIONALISTS SECOND 100% 80%
  38. 38. Designing for only 2 temperament types = 80% of audience!
  39. 39. It is already enough (for a good start)
  40. 40. Traditionalist Hedonist eCommerce Games News/ Content Help & Service «Casual» shopper «Targeted» shopper «Grinder» «Hardcore» gamer «D.I.Y» «Scanner» «Casual» gamer «Help me...»
  41. 41. Product focused Browsers Researchers Bargain hunters One-time shoppers 5 Types of E-Commerce Shoppers Traditionalist Hedonist Traditionalist Hedonist Hedonist http://www.nngroup.com/articles/ecommerce-shoppers/
  42. 42. PHILANTROPISTS NEXT HEDONISTS FIRST TRADITIONALISTS SECOND 90%
  43. 43. 3 temperament types = 90% of audience!
  44. 44. RATIONALISTS IF YOU DARE! PHILANTROPISTS NEXT HEDONISTS FIRST TRADITIONALISTS SECOND 100%
  45. 45. Temperament type is not a category
  46. 46. Rationalist Hedonist Traditionalist Socializer- Philanthropist = 
  47. 47. “Bright” Temperaments
  48. 48. Temperament type is not a category but rather a space, shape
  49. 49. Temperament type is not a category but rather a space, shape, which changes with time
  50. 50. Traditionalist Hedonist In a good mood Tired Concentrated Serious decision Minor decision Familiar environment New environment Following decisions First decision
  51. 51. True good intentions Sympathetic, authentic people Checkable, concrete results Socializer- Philanthropist
  52. 52. Temperament type is not a category but rather a space, shape, which changes with time and not only…
  53. 53. ~50% ~25% ~20% ~45% ~35% >10% <10% Distribution by Gender … (approximate)
  54. 54. Questions?
  55. 55. Hienadź “Gena” Drahun @HDrahun Hienadz.drahun hienadzdrahun
  56. 56. ССЫЛКИ
  57. 57. Rationalist Hedonist Traditionalist Socializer- Philanthropist
  58. 58. http://www.bryaneisenberg.com/wp-content/uploads/2013/10/persona-attributes-raw.png?66ae93
  59. 59. http://www.bryaneisenberg.com/wp-content/uploads/2013/10/persona-attributes-raw.png?66ae93
  60. 60. Bartle’s 4 Players Types Rationalist Hedonist Traditionalist Socializer- Philanthropist

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