This document discusses using negative personas and failed user journeys to design better websites. It argues that while primary personas are important, designers should also consider negative personas that represent users who may be disappointed by the site. Examining what negative personas want to do and highlighting where they encounter failures can help reduce complaints. The document provides examples of how some sites acknowledge limitations and disappointments to manage user expectations. It concludes that knowing both primary and potential negative personas allows designers to avoid annoying unexpected users and design for more successful experiences.

1. Designing for Failure
How negative personas and failed
user journeys make a better website
Annie Drynan
@Drys
#NegativePersonas

2. What do I mean?
Can’t control who uses a site or service
Some won’t be able to do what they want
Disappointment leads to complaints

3. Talking about
Personas
Why disappointed users matter
A case study, and what other sites do

4. Personas | Why disappointed users matter | Case study
Personas
Our clients want
Our clients would rather
didn’t come
Those who come but may not
be satisfied

5. Personas | Why disappointed users matter | Case study
Primary personas
‘Happy Paths’
Primary personas aren’t enough
Changes to functionality let them down

6. Personas | Why disappointed users matter | Case study
Anti-personas
Bad people we want to discourage

7. "non targets"
"people you do not want to build the
product for."
Pruitt and Adlin "The Persona Lifecycle", 2006

8. You will not
...incorporate... any... content that is not created by
you...
!
...publish... sexually related text, photographs... or
content that is defamatory, obscene, indecent,
threatening, abusive or hateful.
MailChimp Terms of Use - captured 27 January 2013

9. Personas | Why disappointed users matter | Case study
More anti-personas
People who intend harm
People who are too young

10. Personas | Why disappointed users matter | Case study
Negative personas
Not the primary audience but may still
come - and be disappointed?

11. “...existence helps us to understand
whom we are not designing for”
“some are defined only to make it clear
we are not designing for them”
Cooper: The Inmates are Running the Asylum, 1999

12. Personas | Why disappointed users matter | Case study
Contemplating
negative personas
Are we giving them what they need?

13. Talking about
Personas
Why disappointed users matter
A case study, and what other sites do

14. Personas | Why disappointed users matter | Case study
“Having people love your product, even if
it is only a minority, is how you succeed”
Cooper: The Inmates are Running the Asylum, 1999

15. Personas | Why disappointed users matter | Case study
What do I mean?
Not designing for “everyone”
Acknowledge and handle pain points
Increase the number of satisfied visitors

16. Personas | Why disappointed users matter | Case study
Does it matter?
Reduce the chance of complaints
Make social media a positive force

17. From time to time we need to make changes to our
published timetables... You can find a summary of
the planned changes here…
“can we have some proper improvements...”
“the amount of disruption on the lines is becoming
too much...”
“Do I really need a timetable? Trains... are always
late anyway”
First Great Western Facebook page - Feb 2013

18. Talking about
Personas
Why disappointed users matter
A case study, and what other sites do

19. Personas | Why disappointed users matter | Case study
Assessing the issues
No sales online
No prices online
Colours online are not always accurate
Some existing functionality removed

20. Personas | Why disappointed users matter | Case study
Planning our solution
Mini-negative personas - who?
What do they legitimately want to do?
Can they do it?

21. Personas | Why disappointed users matter | Case study
Using negative personas
Failed user journeys
Highlight implications of reduced features

22. Personas | Why disappointed users matter | Case study
Showing failed journeys
I just want to
It’s taking too
search using
long to load
words for colour
all these
that make sense
colours on
to me
my phone
I’ve found a
How do I know colour I like
what equipment but I can’t
I need and how buy it
much it will online?
cost?

23. Personas | Why disappointed users matter | Case study
Effective messaging
Explain what the site is about
State what isn’t possible
Be honest, but not apologetic

24. Who is this website for?
...aimed at young people... people of different ages
find the site useful.... anyone is welcome to read
the... site... happy to receive feedback and enquiries
from anyone... specifically for younger people, we
will only put up messages... etc. from young people
up to the age of 25.
There are various grief groups available on the
internet for adults.
RD4U.org.uk captured March 2013

25. The Hans Brinker Budget Hotel has been proudly
disappointing travellers for forty years.
Boasting levels of comfort comparable to a minimum-
security prison, the Hans Brinker also offers some
plumbing and an intermittently open canteen serving
a wide range of dishes based on runny eggs.
... amenities include:
- A basement bar with limited light and no fresh air.
http://www.hans-brinker.com/ captured March 2013

26. Personas | Why disappointed users matter | Case study
‘Find a store’ tool
Offer the next best thing to shopping
online - find the nearest store

27. http://www.brasher.co.uk captured March 2013

28. Personas | Why disappointed users matter | Case study
Contact us
Prominent link to email address and
phone number
Contain complaints within customer
support

29. A member of our sales team will contact
you to discuss your holiday
requirements, check availability for your
chosen departure date and help you to
make your booking.
http://www.headwater.com/ captured March 2013

30. Conclusions
Know your primary personas
And know what non-primary personas
might do
Avoid annoying the unexpected user
Design for success or failure?

31. Thank you
Annie Drynan
adrynan at gmail dot com
@Drys