Personas

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Personas

  1. 1. Designing what users want Additional reading: Merrill, C. & Feldman, D. (2004). Rethinking the path to usability: How to design what users really want. IT Pro 6 (3) 51-57. Personas
  2. 2. Traditional Methods <ul><li>Feature List </li></ul><ul><ul><li>Develop list </li></ul></ul><ul><ul><li>Code software </li></ul></ul><ul><ul><li>Build user interface </li></ul></ul><ul><ul><li>Result: Feature-first design </li></ul></ul>
  3. 3. Traditional Methods <ul><li>Segmentation model/Market segments </li></ul><ul><ul><li>Marketing based </li></ul></ul><ul><ul><li>Informal </li></ul></ul><ul><ul><li>Tells: </li></ul></ul><ul><ul><ul><li>Demographics </li></ul></ul></ul><ul><ul><ul><li>Distribution channels </li></ul></ul></ul><ul><ul><ul><li>Purchasing </li></ul></ul></ul><ul><ul><li>Result: Descriptive sales data </li></ul></ul>
  4. 4. Dilbert’s Cubicle <ul><li>David Kelley at TED </li></ul><ul><ul><li>http://www.ted.com/index.php/talks/view/id/122 </li></ul></ul>
  5. 5. What are personas? <ul><li>Using research to express what users need and expect from a human perspective. </li></ul><ul><ul><li>Result: Designing to user needs </li></ul></ul>
  6. 6. Personas include (1/5) <ul><li>Motivations and goals </li></ul><ul><ul><li>Experience goals </li></ul></ul><ul><ul><li>End goals </li></ul></ul><ul><ul><li>Life goals </li></ul></ul>
  7. 7. Personas include (2/5) <ul><li>Scenarios </li></ul>
  8. 8. Personas include (3/5) <ul><li>Features </li></ul>
  9. 9. Personas include (4/5) <ul><li>Behaviors </li></ul>
  10. 10. Personas include (5/5) <ul><li>Quotes </li></ul>
  11. 11. Personas include <ul><li>Other? </li></ul>
  12. 12. User questions <ul><li>Who is the user? </li></ul><ul><li>What tasks does the user perform? </li></ul><ul><li>Why does this user need our product? </li></ul><ul><li>How does the current software fail? </li></ul><ul><li>A persona is the user’s story </li></ul>
  13. 13. Personas should <ul><li>be based on research </li></ul><ul><li>have small amounts of fictional background info </li></ul><ul><li>not be a stereotype </li></ul><ul><li>represent an individual </li></ul><ul><li>others? </li></ul>
  14. 14. When can personas happen?

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