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Designing with Personas


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The third class in my GA User Experience Course was on personas.

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Designing with Personas

  1. 1. Designing with Personas General Assembly User Experience Design Class Three
  2. 2. Observations• Share findings• Scary parts?• Questions?
  3. 3. Personas & ScenariosAdvanced Barbies for Design Excellence
  4. 4. Personas bring users into focus
  5. 5. “A persona is a userarchetype you can use tohelp guide decisionsabout product features,navigation, interactions,and even visual design.”- Kim Goodwin, Cooper
  7. 7. The average user doesn’t exist.But we can’t design for everyone
  8. 8. You are not the UserBut you can play one on TV
  9. 9. Empathy & Insight
  10. 10. To remember all that researchMNEMONIC
  11. 11. Personas are arepresentative behaviorand activity profile for a customer base.
  12. 12. Personas Form CarbonIQ , circa 200
  13. 13. An archetype(i.e. model of a person, an ideal example)
  14. 14. BUT…personas are more then just demographic information, a persona needs to capture the persons behaviour, belief and philosophy. More importantly their motivation or intentions.
  15. 15. We need to know whatthey are…
  16. 16. ThinkingDoing
  17. 17. ThinkingDoing Feeling
  18. 18. ThinkingDoing Feeling
  19. 19. ThinkingDoing Feeling in order to build...
  20. 20. ThinkingDoing Feeling Empathy
  21. 21. ThinkingDoing Feeling Empathy Insight
  22. 22. ThinkingDoing Feeling Empathy Insight $ Opportunities
  23. 23. FOR EXAMPLE
  24. 24. Grace (62/ female/ widowed/ Little Rock, AR.) “I like playing my favorite games online, but if I can play with friends, well that’s even better!” Personal Background: Her husband has passed on. She has two grown kids, both of whom live far away. She misses the kids, but has a fairly large circle of friends that she spends time with. Technical Proficiency Profile: Limited. Can use her browser and her email. MS Word confuses her, and she doesn’t like using it. Doesn’t know what an OS is. Tends to click yes if the browser prompts her to do anything, and will click wildly until things work. History with Shockwave and/or AtomFilms: Plays crossword puzzles daily and saves them. Plays card games, PhotoJam, but is offended by South Park cartoons Shockwave’s opportunity: If Grace can be convinced to participate in community activities, she will become a loyal user of the site. She needs to be sheltered from the sick and twisted content,
  25. 25. Sarah (22/ female/ single/ Washington, DC.) “I like AtomFilms because it’s just about the films” Personal Background: Liberal arts education at college in the Midwest Just graduated and moved to DC. Has a dog Likes music and art. Went to Lilith Fair. Sends out mass emails about causes she cares about, or jokes. Profession: Editor for non-profit organization ($35K/yr) History with Shockwave and/or AtomFilms: First came to AtomFilms because she did a search on Sundance content. She’s heard about the merger with AtomFilms, and is very worried about AtomFilms losing its edge, or begin buried in the site. She thinks some controversial material might be hidden if AtomFilm gets merged with Shockwave. Shockwave’s opportunity: If Shockwave can prove they are trustworthy enough to coax her into signing up, she will become a loyal visitor and shortlist subscriber. If she feels clicking through ads will help Shockwave support independent film, she will.
  26. 26. Scott (17/ male/ single/ Shaumburg, IL.) “I want something cool and really on the edge. Something you can’t get on TV” #2 most common user Profession: Full time student (studies exercise and sport science) Personal Background: Youngest kid in family of five. Likes to be seen as a little rebellious. Excited to be in college, but not really brave enough yet to actually do anything rebellious, so uses Internet to express his self-image. History with Shockwave and/or AtomFilms: he’s been to Shockwave a few times, and usually clicks games as soon as the navigation bar loads. He likes playing arcade games, and “shoot ‘em up’s.” Spend two hours playing “King of the Hill paintball” recently. Shockwave’s opportunity: he is already hanging out in the games section regularly. If shockwave can introduce him to it’s sick and twisted material, it can keep him on the website longer, and use his tendency to send out links to spread
  27. 27. Persona development• How to create: • Summarize findings, distribute to stakeholders. • Hold a work session with stakeholders & development team to brainstorm personas. • Prioritize and cull lesser personas to develop primary and supporting personas.
  28. 28. Sort your findings
  29. 29. Write out everything you can think of that you observed on post its5 MINUTES
  30. 30. Write out age(s), genders, ethnicities and other demographics1 MINUTE
  31. 31. Make pseudo-people10 MINUTES GROUP TOGETHERLIKE
  32. 32. SHARE
  33. 33. Start adding depth to the personasENRICH
  34. 34. Frequency of UseWeekly? Daily All the time?
  35. 35. Capability Computer and IT experienceNovice Expert
  36. 36. Examples Eats lunch atEats out with desk each clients day Eats lunch with team
  37. 37. Examples New dad, Family shares archivistphotos daily Avoids grandparents
  38. 38. Examples Can find browser ifExcel whiz pressed Writes own SQL queries
  39. 39. From Todd Warfel’s Persona Talk
  41. 41. [Persona’s name] [A tag line for the persona] A picture or photo of the persona About [Name] • Who are they? • What is their background? “A quote the persona might say” • What is their context? • What’s important to them? Key goals & needs • What are their pain points and • Goals frustrations? • Motivations • Drivers • NeedsFrom An introduction to personas for technical authors by Neil Turner
  42. 42. They can be simple
  43. 43. You can make them very fancyFrom Todd Warfel’s Persona Talk
  44. 44. SANITY CHECK
  45. 45. Do I know people like this?REAL?
  46. 46. Is it worth targeting them? Do I have information I can use to makedecisions?USEFUL?
  47. 47. Have a made a dream user that isn’t common?TOO USEFUL?
  48. 48. ROLE PLAY
  50. 50. Prioritize personas
  51. 51. Prioritization of Personas is essential• To assure that design decisions dont becomegeneric in the face of too many audiences• To allow for prioritization of research efforts• to Create another filter by which feature levelprioritization can occur
  52. 52. secondaryprimary special
  53. 53. secondaryprimary special
  54. 54. Names Matter• Think of your persona as a brand• People are more likely to remember a memorable name e.g. – Phoebe the photographer – Stuart the student – Enrique the engineer• Think memorable, but believable!
  55. 55. Photos of real people Toby The Cambridge new comer About Toby (28) • Currently lives in Cambridge with his girlfriend • Moved to Cambridge from London 6 “I use the Internet for months ago everything” • Is an English & drama teacher at a Cambridge high school Key goals & needs • Is keen on making some new friends in • To know where places Cambridge are • Uses the Internet most days and will use • To find out what is email and Facebook to keep in touch with going on locally friends • To make new fiendsFrom An introduction to personas for technical authors by Neil Turner
  56. 56. Choose thoughtfully• A person photo should be: – A good size – A head shot – Natural, not too staged – Royalty free• Some good websites for finding photos are: – Flickr – Stock.xchng – Fotolia – Google images
  59. 59. Keep AliveI’m worried aboutSandy. Can she use the profile?
  60. 60. Omit needless words• Only include information that is important when it comes to designing for that person• Throw away any superfluous information (unless of course it impacts the design) e.g. – Their favourite film – What car they drive – Who their best friend is
  61. 61. Don’t reinvent for every project
  62. 62. Use personas• Keep them near • Hang them on your wall • Make poster, placemats, puppets • Role-play personas • Evaluate with them
  63. 63. From Steve Mulder’s The User is Always right
  64. 64. From Todd Warfel’s Persona Talk
  66. 66. I’ve never been a bigbeliever in personas.They’re artificial,abstract, and fictitious.I don’t think you canbuild a great productfor a person thatdoesn’t exist. And Idefinitely don’t thinkyou can build a greatproduct based on acomposite sketch of 10different people allrolled into one (or twoor three)
  67. 67. Personas Don’t“ Personas don’t talk back. Personas can’tanswer questions. Personas don’t have opinions.Personas can’t tell you when something justdoesn’t feel right. Personas can’t tell you when asentence doesn’t make sense. Personas don’tget frustrated. Personas aren’t pressed for time.Personas aren’t moody. Personas can’t clickthings. Personas can’t make mistakes. Personascan’t make value judgments. Personas don’t useproducts. Personas aren’t real.
  68. 68. Designing with what you’ve learned• Persona Scenarios – the power of story telling • Get your personas out • Tell ideal user experience for one persona • Adjust for business constraints • Build for this scenario
  69. 69. Example Persona Scenario
  70. 70. From Steve Mulder’s The User is Always right
  71. 71. Homework• Clean, complete, good looking personas• Initial Interview script for business