First Name:Live & work in:Originally trained as:Favourite city visited:Best movie of all time:The Persona Express | UX Scotlanddraw a picif you likewhat you studiedor qualified inanywhere,near or farwhere youcall homeMake a simple trading card for yourself, we’ll come back to it later.
Depending on what you read, personas are either needless puﬀery...
...or a vital mainstay of an eﬀective UX design process
Background• Both professionals – Jeremy and Karen• Jeremy works in insurance and Jane in a building society• They have 4 kids aged between aged between 3 and 12• Their kids are the centre of their livesDemographics• Male and Female• 35 - 50• £130,000+ (combined salary)• SuburbanQualities• Energetic, still “feel young”• Good balance between work and home life; enjoy the outdoorsbut equally spend a lot of time on phone and email• Karen spends a lot of time out socialising and playing an activerole with the kids – swimming, football, drama• Jeremy is more involved with work and spends the weekendcatching up with the kidsDo people matching this even exist?
…it is more importantthat a persona beprecise than accurate”“The original source, “The Inmates Are Running The Asylum”, Alan Cooper 1998
a flight simulator foryour designs whentheyre still on paper”“...and another take on personas from SXSW 2012
thetormentof theUXer.**okay-milddiscomfortAs UX professionals we are almost obliged to constantly question our own work
First Name:Live & work in:Originally trained as:Favourite city visited:Best movie of all time:The Persona Express | UX Scotlanddraw a picif you likewhat you studiedor qualified inanywhere,near or farwhere youcall homeWould you be happy to let someone make decision on your behalf,based on a trading card proﬁle? Not unlike what we do in UX!
3quicktechniquestoassistwithuserinterviewsandpersonabuildingTechniques documented in Dave Gray’s excellent Gamestormingbut using abbreviated versions due to time constraints.
The Fishbowl• Based around simple discussion• Focus on active listening• Listen for key statements• Based on ideas from the Facilitator’s Guide to ParticipatoryDecision-Making• Output: 3 quotes that characterise your conversation withan interviewee“”Interviewing users, start high level and listen for key statements
Empathy Map• Attributed to Dave Gray• Original using seeing, hearing, felling, thinking & doing• Abbreviated version using 2 categories• What scenarios are being described?• Best questions for interviewee may not be obviousThinkingDoingThis uses active listening from last round, looking for scenarios
Pain/Gain MapPainsGains• Attributed to Dave Gray• Sheds light on motivations & decisions• More specific, precise findings• Specific difficulties & challenges• Points to solutions & opportunitiesGetting increasingly speciﬁc now. What’s actionable from what you hear?
Outcomes• How do the techniques aﬀect conversations with interviewees?• How do the answers change based on the outputs required?• What technique produces the most useful information?In a short space of time, with access to limited users, we can try variousapproaches and take learnings from each interview to inform the next.Try and then review results; ask things like: