Knowing your users and creating Personas
User Profiles and Personas
Benefits of creating Personas and Scenarios
Personas are fictitious characters that are created to represent the different user
types within a targeted demographic that might use a site or product.
Characteristics of Persona
A persona usually includes:
• A name and a picture.
• Demographics (age, educational, ethnicity, family status)
• Job title d
J b titl and major responsibilities
• Goals and tasks in relation to your site
• Environment (Physical, Technological, Social)
Introduction to Scenarios
Scenarios are short, detailed, fictional stories you write describing typical
visitors to your Web site, the challenges they face and the information they
y g y y
need to be persuaded to buy your firm's product or service.
The more details included in your scenarios, the better you'll be able to
satisfy your visitors needs
Benefits of Personas
Advantages of Personas
• Personas put a personal human face on otherwise abstract data about
• Help team members share a specific, consistent understanding of various
• Designers are better able to infer what a real p
g person might need.
• Personas are easy to communicate to engineering teams and thus allow
engineers, developers, and others to absorb customer data.
• By always asking, quot;Would Jim use this?quot; the team can avoid the trap of
building what users ask for rather than what they will actually use
Benefits of Scenarios
Scenario building helps in:
• Understanding actions taken (both online and offline)
• Goes online to www.circuitcity.com to check out mini stereo systems.
• Frustrations, Emotions, Questions that arise
• I don’t understand all these features and benefits. How can I weigh between
them and get the system that’s right for me?
• Information needs
• How big is this stereo really? Will it fit into my bookshelf?
• What does the play exchange function do?
• Can I return the system to a Circuit City store or do I have to ship it back?
• Features and Functionality to Address needs
• Online product manuals
• Visual size guides
• 360 degree product views
• Compare functionality
Task Flow indicates the order in which tasks are executed.
Creating Task Flow
Task flows answer the questions:
• “How do I…….?”
• “How do I register for a class?”
• “How do I pay my bills?”
• “How do I make sure this gift gets to my boyfriend before Valentine’s Day?”
• Helps us understand what users do.
• Forces us to synthesize the data into a useful format.
• Lays the foundation for screen design.
• Identifies weak points and sources of error in the task flow.
Formats for Task Analysis
• Workflow Diagrams
• For major tasks often performed by multiple users.
• Task Details
• Flowcharts (Specific Descriptions of individual tasks)
• Procedural narratives including cues, information, decisions and actions.
Challenges in Task Analysis
• Defining the tasks
• Selecting level of detail and formality of documentation
• Handling branching and contingencies (what ifs)
• Working in data rich or data poor environments
• Handling subject – matter expert disagreements
• Reconciling differences in collected data
• Embracing the need for frequent testing and iteration
• Committing to screen designs too early
• Understanding design freeze
Task Design suggests solution for Navigation
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Details in RE Delisted Non Residential Non Singapore Address not Underage 3 Under
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Address Address Citizen found Restoration
Task Designs are NOT Navigation Designs