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Personas, scenarios,
and user stories
From “huh?” to “how?”
IxDworks.com 2014
User-Centered Design
User-centered design approaches
‣ Are done in a way of “setting the scene”
‣ Gather reflections on the problem domain, user...
Not...
...not used to answer business questions,
reflect customer segments nor to describe
detailed technical solutions.
No...
Data
Primary
Secondary
Supplementary
Political
Non-persona
Persona Scenario Use Cases
A-1
A2,A3...
B1, B2, B3...
A1-a, AI-...
Goals
Umm...?
I want to get from Paris to
Berlin safely and efficiently.
1850’s
I want to get from
Paris to Berlin safely
and efficiently.
About Face 3, :The Essentials of Interaction Design (2007...
1850’s 2014
I want to get from
Paris to Berlin safely
and efficiently.
About Face 3, :The Essentials of Interaction Design ...
Experience
goals
Feeling/being, e.g.
Feel cool
Become admired
Remain focused
End
goals
Doing, e.g.
Share a photo
Find a be...
• Foundation for the design
• Ground for discussion
• A “reality check”
• Empathy
• Easier to relate
(than to e.g. flow cha...
Personas
I work with flora
About Face 3 (p. 78)
Gardeners
About Face 3 (p. 78)
I have a garden
at home
I work at the
botanic center
I’m a landscape
architecture
= raw data
I work w...
Persona
• Describes imaginative users archetypes.
• Is based on the real research and observation.
• Shows user goals and ...
Example template, yours can look different!
Background Bio
Name, (age), occupation, education
Photo(s)
Description
E.g. us...
Example template, yours can look different!
Petter Tamm
44, works at the botanic garden, father of two children
Goals
• Wa...
Persona ≠ Stereotype
Empathy and sensitivity to subjects vs.
biased caricatures.
Spanish student
Maria
Psychology student
...
Before moving on
define “what” of your project
What need does it serve?
Scenarios
Scenarios
• Stories that help understand interactions
• A cheap way to illustrate design solution
from user’s point of vie...
Scenarios
• present-based
• Focus is set on current practices that illustrate
‘state of the art’ and the problem context
•...
It’s friday afternoon. Petter opens his desktop
computer at the botanic center’s office. He wants
to be quickly done with t...
It’s friday afternoon. Petter opens his desktop
computer at the botanic center’s office. He wants
to be quickly done with t...
• In what settings will the product be used?
• Is the persona frequently interrupted?
• With what other products will it b...
User Stories
Use Cases
User Stories
A simple description
template for the (one)
goal the user wants to
do with your product.
As a (role)
I want t...
User Stories
Epic / Saga user stories
Theme user stories Theme user stories
Theme user storiesTheme user stories
Theme use...
Use Cases
A step-by-step
description of one
process, which helps the
user (and other actors)
to achieve a result.
Componen...
Example
Use Case – Search of the cheapest public transport route.
Actor – Tourist
Steps –
1. Specify “from” and “to” locat...
As a side note...
Design issues
Elastic user
Self-
referential
design
Fits opinions Inside jokes
Edge cases
Extremes
“Eurekas!”
Isolation
Exercise 2
For your team’s project:
create 1 persona, 1 scenario and few
user stories or use cases.
Reference
• Cooper,A., Reinmann, R., Cronin, D. (2007).
About Face 3:The Essentials of Interaction
Design. England:Wiley
•...
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Personas, Scenarios, User Stories, Use Cases (IxDworks.com)

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Personas, Scenarios, User Stories, Use Cases (IxDworks.com)

  1. 1. Personas, scenarios, and user stories From “huh?” to “how?” IxDworks.com 2014
  2. 2. User-Centered Design
  3. 3. User-centered design approaches ‣ Are done in a way of “setting the scene” ‣ Gather reflections on the problem domain, user’s goals and real context ‣ Give new perspectives on features and wish lists ‣ Enriches and supports communication between team members and other stakeholders ‣ Require commitment
  4. 4. Not... ...not used to answer business questions, reflect customer segments nor to describe detailed technical solutions. Not a painting, but a set of certain brushes.
  5. 5. Data Primary Secondary Supplementary Political Non-persona Persona Scenario Use Cases A-1 A2,A3... B1, B2, B3... A1-a, AI-b A2-a,A2-b... A3-a,A3-b... B1-a, BI-b... Users Goals What will your product do?
  6. 6. Goals Umm...?
  7. 7. I want to get from Paris to Berlin safely and efficiently.
  8. 8. 1850’s I want to get from Paris to Berlin safely and efficiently. About Face 3, :The Essentials of Interaction Design (2007) + Goal Tasks
  9. 9. 1850’s 2014 I want to get from Paris to Berlin safely and efficiently. About Face 3, :The Essentials of Interaction Design (2007) + + Goal Tasks
  10. 10. Experience goals Feeling/being, e.g. Feel cool Become admired Remain focused End goals Doing, e.g. Share a photo Find a best deal Do assignment Tasks Tasks Tasks
  11. 11. • Foundation for the design • Ground for discussion • A “reality check” • Empathy • Easier to relate (than to e.g. flow chart) Why goals? End goals Doing, e.g. Share a photo Find a best deal Do assignment
  12. 12. Personas
  13. 13. I work with flora About Face 3 (p. 78) Gardeners
  14. 14. About Face 3 (p. 78) I have a garden at home I work at the botanic center I’m a landscape architecture = raw data I work with flora
  15. 15. Persona • Describes imaginative users archetypes. • Is based on the real research and observation. • Shows user goals and their behavior patterns Does not substitute testing with and talking to the real people!
  16. 16. Example template, yours can look different! Background Bio Name, (age), occupation, education Photo(s) Description E.g. use environment or context, where the problem occurs and current solutions and frustrations. Goals • What are the user’s end goals? • 2-4 end goals and 0-1 life goals is enough for this workshop Mapping E.g. computer skills, necessity vs fun, quality vs price.
  17. 17. Example template, yours can look different! Petter Tamm 44, works at the botanic garden, father of two children Goals • Wants to manage bulk orderings more efficiently • Is looking for quality reviews about new products Reads reviews to find best... quality price As a lead gardener, Petter is responsible in ordering nutritions and specific soil for the plants for the city’s botanic garden. Currently he has to do bi-weekly orders over the phone from his office, calling manufacturers one by one.
  18. 18. Persona ≠ Stereotype Empathy and sensitivity to subjects vs. biased caricatures. Spanish student Maria Psychology student Isabella
  19. 19. Before moving on define “what” of your project What need does it serve?
  20. 20. Scenarios
  21. 21. Scenarios • Stories that help understand interactions • A cheap way to illustrate design solution from user’s point of view • Tell user’s goals, motivations and actions “What should this product do?” “How would user behave in this context?” “What if...?”
  22. 22. Scenarios • present-based • Focus is set on current practices that illustrate ‘state of the art’ and the problem context • future-based • Focus on how problems could be addressed (without diving into much details). Scopeofwork
  23. 23. It’s friday afternoon. Petter opens his desktop computer at the botanic center’s office. He wants to be quickly done with the extra flower soil orders. Petter decides to order the same combination of products as four weeks ago, but in smaller quantity. He does not order nutritions this time. Petter is not interested in staying at the office long.As soon as the order is done, he leaves work to pick his daughter from school. Context-based scenario
  24. 24. It’s friday afternoon. Petter opens his desktop computer at the botanic center’s office. He wants to be quickly done with the extra flower soil orders. Petter decides to order the same combination of products as four weeks ago, but in smaller quantity. He does not order nutritions this time. Petter is not interested in staying at the office long.As soon as the order is done, he leaves work to pick his daughter from school. Story background, settings Goal “quick extra orders” Motivation: efficiency High level actions (e.g. re-ordering x with changes, not ordering y.)
  25. 25. • In what settings will the product be used? • Is the persona frequently interrupted? • With what other products will it be used? • What primary activities does the persona need to perform to meet her goals? • What is the expected end result of using the product?
  26. 26. User Stories Use Cases
  27. 27. User Stories A simple description template for the (one) goal the user wants to do with your product. As a (role) I want to do (what), so I can benefit (how). As a tourist I want to find the cheapest public transport route from Airport to my Hotel so I can save money.
  28. 28. User Stories Epic / Saga user stories Theme user stories Theme user stories Theme user storiesTheme user stories Theme user stories Theme user stories Adopted from Mike Cohn User stories with clear conditions of satisfactions
  29. 29. Use Cases A step-by-step description of one process, which helps the user (and other actors) to achieve a result. Components: Use Case,Actors, Steps
  30. 30. Example Use Case – Search of the cheapest public transport route. Actor – Tourist Steps – 1. Specify “from” and “to” locations 2. Select day and time of a) arrival or b) departure 3. Show search results with the cheapest price first Use Cases
  31. 31. As a side note...
  32. 32. Design issues Elastic user Self- referential design Fits opinions Inside jokes Edge cases Extremes “Eurekas!” Isolation
  33. 33. Exercise 2 For your team’s project: create 1 persona, 1 scenario and few user stories or use cases.
  34. 34. Reference • Cooper,A., Reinmann, R., Cronin, D. (2007). About Face 3:The Essentials of Interaction Design. England:Wiley • Goodwin, Kim. 2001.“PerfectingYour Personas.” Cooper Newsletter, July/August.

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