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Seeing audiences take shape

Persona modeler
@danachis
Matthew
Attorney
House in Brooklyn
Married
Loves his Blackberry
Hates email
Reads NYTimes on iPad
Addicted to Words With Friends
Buying tickets on a
university web site
for the Big Game
Edith
Follows Detroit Tigers
Hates ESPN.com
Loves face-to-face online
Dennis
Building contractor
Cell phone is for calling home
Very tuned in to current events
Sees no usefulness in Facebook
Jane
1,000-acre farm
Tweets soil chemical readings
Tablet instrumented to aggregate data
You: Designer
            How do these people fit into your
            audience?



            Think about each of the people as you
            answer these questions:
What can we say about how
  persistent the person is?
How pro-active will this person
      be in solving problems?
How easily will this person
     become frustrated?
How tech savvy is this person?
How literate is this person in
                 the domain?
Little data, lots of assumptions
How old are they?


      54                 83                28              60

Matthew             Edith             Dennis          Jane
Blackberry-loving   ESPN.com-hating   Facebookwhat?   Farmer nerd
Brooklyn attorney   Hangouts fan
How old are they?
       How educated are they?
How much money do they make?
These don’t matter.
If demographics don’t matter, what do you do?
Ask the right questions
• persistence with tech
• tolerance for risk & experimentation
• how patient, how easily frustrated


• tech savviness, expertise
• strength of tech vocabulary


• physical or cognitive abilities
• Attitude
 motivation, emotion, risk tolerance,
 persistence, optimism or pessimism
• Aptitude
 current knowledge, ability to make
 inferences, expertise
• Ability
 physical and cognitive attributes
!

    Persona modeler
Persona modeler is a tool
‣ Focus on the attributes that matter
‣ Accounting for what the user brings to the design
‣ Checking that personas cover the right things
‣ Scales for the amount of data you have
Task +
functionality	
Buying tickets on a
university web site for the
Big Game
Matthew
Attorney
House in Brooklyn, married
Assistant books reservations
Loves his Blackberry
Hates email
Reads NYTimes on iPad
Addicted to Words With Friends
Doesn’t spend a lot of time on the Web
Avid hiker and birder
Bad knees
Needs Rx eyepiece for scope
M

            M

                 M
!

    Where does Matthew fit?
Edith
Avid sports fan
Follows Detroit Tigers
Hates ESPN.com
Loves face-to-face online
Picked up Skype early, quickly
Prefers Google Hangouts
Dropped FaceTime -
      gestures were frustrating
E

                 E

          E
!

    Where does Edith fit?
Dennis
Building contractor
Married to a nurse
They have 2 kids
8-year-old cell phone
Gets current events on the Web
Sees no usefulness in Facebook
Trouble sleeping, easily distracted
PTSD
D

                D

    D
!

        Where does Dennis fit?
Jane
1,000-acre farm
12 different systems every day
Tweets soil chemical readings
Smartphone alerts from exchanges
Tablet instrumented to aggregate data
Minimized manual input
Arthritic thumbs
Needs stronger progressive lenses
J

                    J

              J
!

    Where does Jane fit?
D M        E J

         DM        E J

    D     E   MJ

!

        Persona modeling
How do
design
decisions
change with
these
attributes?
Subtlety of
affordances

Size of targets

Directness of the
happy path

Feedback modalities

Labeling & trigger
words

Amount of copy

Wording of
instructions &
messages
What would you do next if you had this tool?
What would be different for your design?
Persona modeler

• Designing for attitude, aptitude, & ability
• Accounting for what the user brings to the design
• Checking that personas cover the right things
Big ideas
Persona modeler: fast way to visualize users by
asking important questions

 framework for talking about who users are

 can tell which users might be missing

 works with any amount of data

 middle ground between demographics and
 research-based personas
Where to learn more
Dana’s blog:
http://usabilitytestinghowto.blogspot.com/


Download templates, examples, and links to
other resources from www.wiley.com/go/
usabilitytesting
Dana
Chisnell
dana@usabilityworks.net

www.usabilityworks.net
415.519.1148



@danachis

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