The document provides information about personas, including their definition, benefits, potential drawbacks, and role in usability engineering. A persona is a hypothetical archetype user that represents a group of actual users based on common characteristics and goals. Creating well-defined personas allows all project stakeholders to align development around user needs from requirements to implementation. However, personas of low quality risk diverging from real users. The document also outlines how to develop personas through empirical research and describes their application in determining user contexts and scenarios.

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© itemis AG
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Usability
Michael Jendryschik
Personas
Quelle: German UPA Usability-Quartett

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Michael Jendryschik
Leiter Usability Engineering
 Seit 2008 bei der itemis AG
 Diplom-Informatiker (FH),
zertifizierter Usability Engineering (Fraunhofer),
Mitglied der German UPA und der Webkrauts
 Spezialist für die Konzeption und Entwicklung von
Webseiten und Benutzeroberflächen
 Arbeitsschwerpunkte: Usability Engineering
und Webstandards
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© itemis AG

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© itemis AG
Personas
Quelle: German UPA Usability-Quartett

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© itemis AG Quelle: http://whatmyfriendsthinkido.net/engineer/what-my-friends-think-i-do-what-i-actually-do-engineer/

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© itemis AG Quelle: http://www.geekfill.com/2011/10/19/how-users-see-the-programmers/

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Personas
Definition
 Hypothetischer Nutzer mit konkret ausgeprägten Eigenschaften und Vorlieben
sowie einem konkreten Nutzungsverhalten.
 Die ermittelten Personas begleiten das gesamte Projekt von der
Anforderungsermittlung bis hin zur Implementierung und Wartung.
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© itemis AG
Quelle: http://1tag1mensch.wordpress.com/

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 Aufbau einer Persona
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© itemis AG
 Der vollständige Name und weitere persönliche Angaben, u.a. das
Geschlecht und Alter.
 Einstellung zum Produkt und Kenntnis vom Produkt.
 Ein Foto der Persona.
 Angaben zu Beruf, Funktion, Verantwortlichkeiten.
 Angaben zu Aufgaben und Zielen.
 Fachliche Ausbildung, Wissen und Fähigkeiten, sofern sie für das Produkt von
Interesse sind. (Computerkenntnisse, IT-Know-how, ...)
 Typische Verhaltensmuster und Vorgehensweisen, die Rückschlüsse darüber
zulassen, wie die Persona in bestimmten Situationen reagiert.
Personas
Verfassen

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Personas: CURE Elderly-Personas
Archetypische Senioren, älter als 60 Jahre
Basieren realen Daten, die auf Studien
basieren, die in 8 europäischen Ländern
durchgeführt wurden (u.a. Deutschland)
Sollen Forscher und Unternehmen bei der
Gestaltung von Produkten und
Dienstleistungen für ältere Nutzer unterstützen
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© itemis AG
Quelle: http://elderlypersonas.cure.at/

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Personas
Vorteile
 Alle Projektbeteiligte (Management, Designer, Entwickler, …)
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© itemis AG
 können sich in Personas hineinversetzen und deren Erfordernisse verstehen.
 können den gesamten Entwicklungsprozess auf die Erfordernisse ihrer Nutzer
ausrichten;
 spielen Nutzungsszenarien aus Sicht der Personas durch: »Wie würde Helmuth
vorgehen, um den Bericht auszudrucken?«
 haben konkrete Bezugspersonen, die ihrer Arbeit einen Sinn geben;
 haben ein Werkzeug, um Anforderungen zu priorisieren.

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Personas
Nachteil
 Personas geringer Qualität können so real anmuten, dass die Entwicklung die
tatsächlichen Nutzer aus den Augen verliert.
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© itemis AG

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© itemis AG
Personas sind eine
Usability-Engineering-Methode
und basieren auf empirischen Daten!
Quelle: Fotolia

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© itemis AG
Personas
Usability Engineering Vorgehensmodell

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© itemis AG
Personas
Nutzungskontext

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Personas
Methodische Grundlage zur
Bestimmung des Nutzungskontexts
1. Ermittlung der relevanten Nutzergruppen
2. Analyse des Nutzungskontexts mittels Interviews
3. Verfassen und Validieren von Kontextszenarien
4. Erstellung von Aufgabenmodellen und Nutzungsszenarien
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© itemis AG
Quelle: DAkkS Leitfaden Usability 1.3

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Personas
Ermittlung der relevanten Nutzergruppen
Software für »Jedermann«
 Erfahrung mit der Aufgabe
 Sensomotorische Fähigkeiten (vor allem relevant für Alter über 50)
 Erfahrung mit IT
 Einstellung/Zutrauen zu IT
Software für ein bestimmtes Klientel
 Aufgaben, die am System ausgeführt werden
 Vorbildung
 Rollenbezeichnung im Unternehmen oder in der Organisation
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© itemis AG
Quelle: DAkkS Leitfaden Usability 1.3, Fraunhofer FIT

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Personas
Nutzungsanforderungen (Beispiele)
Der Nutzer muss über das System E-Mails versenden
können, ggfs. mit Anhang.
Der Nutzer muss am System versendete E-Mail wiederfinden
und einsehen können.
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© itemis AG
Quelle: DAkkS Leitfaden Usability 1.3

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Personas
Aufgabenmodell (Beispiel)
 Kernaufgabe: E-Mail verfassen
 Teilaufgaben
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© itemis AG
1. Empfänger auswählen
2. Inhalt verfassen
3. Dokumente anhängen
4. E-Mail versenden
5. Kopie speichern
Quelle: DAkkS Leitfaden Usability 1.3

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© itemis AG
Aufgabenmodell Benutzeraktion Systemreaktion Nutzungsanforderung
Personas
Beispiel-Nutzungsszenario
Quelle: DAkkS Leitfaden Usability 1.3

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Personas
Beispiel-Nutzungsszenario
Aufgabenmodell Benutzeraktion Systemreaktion Nutzungsanforderung
KA: E-Mail verfassen
TA1: Empfänger
auswählen
TA2: Inhalt verfassen
TA3: Dokumente
anhängen
TA4: E-Mail versenden
TA5: Kopie speichern
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© itemis AG
Quelle: DAkkS Leitfaden Usability 1.3

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Aufgabenmodell Benutzeraktion Systemreaktion Nutzungsanforderung
KA: E-Mail verfassen Ausgangssituation:
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© itemis AG
Das System zur Eingabe
von E-Mails ist gestartet.
TA1: Empfänger
auswählen
Name oder E-Mail-
Adresse eingeben oder
auswählen
Zeigt ausgewählte
Empfänger
TA2: Inhalt verfassen Betreff und Inhalt
eingeben
Zeigt Betreff und Inhalt
TA3: Dokumente
anhängen
Aufruf der Funktion zum
Anhängen von
Dokumenten
Zeigt eine Liste
verfügbarer Dokumente
Gewünschte Dokumente
auswählen
Zeigt ausgewählte
Dokumente als Anhang
TA4: E-Mail versenden Wählt »Senden« Zeigt den Versandstatus
TA5: Kopie speichern Zeigt den Speicherort
der Kopie
Personas
Beispiel-Nutzungsszenario
Quelle: DAkkS Leitfaden Usability 1.3

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Aufgabenmodell Benutzeraktion Systemreaktion Nutzungsanforderung
KA: E-Mail verfassen Ausgangssituation:
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© itemis AG
Das System zur Eingabe
von E-Mails ist gestartet.
Der Nutzer muss über
das System E-Mails
versenden können,
ggfs. mit Anhang.
TA1: Empfänger
auswählen
Name oder E-Mail-
Adresse eingeben oder
auswählen
Zeigt ausgewählte
Empfänger
TA2: Inhalt verfassen Betreff und Inhalt
eingeben
Zeigt Betreff und Inhalt
TA3: Dokumente
anhängen
Aufruf der Funktion zum
Anhängen von
Dokumenten
Zeigt eine Liste
verfügbarer Dokumente
Gewünschte Dokumente
auswählen
Zeigt ausgewählte
Dokumente als Anhang
TA4: E-Mail versenden Wählt »Senden« Zeigt den Versandstatus
TA5: Kopie speichern Zeigt den Speicherort
der Kopie
Der Nutzer muss am
System versendete E-Mail
wiederfinden und
einsehen können.
Personas
Beispiel-Nutzungsszenario
Quelle: DAkkS Leitfaden Usability 1.3

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Personas
Ableitung der Personas
 Erstellung mindestens einer Persona für jede Benutzergruppe
 Berücksichtigung von Zielen, Aufgaben und Problemen, Erfordernissen und
Nutzungsanforderungen, Eigenschaften und Einstellungen
 Validierung der Personas
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© itemis AG
 Korrekt gezeichnet?
 Für die Unternehmensziele relevant?
 Sichtbar machen, z.B.
 Poster, die bei den Projektbeteiligten in den Büros hängen
 Dokumentation, Reports oder andere technische Dokumente

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Na komm, das ist schon ein
bisschen aufwändig, oder?
Was soll man das alles noch machen?
Wer soll das bezahlen?
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© itemis AG
Quelle: freydenker.com

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Personas
Lean UX Methode
 Erstellung von »Proto-Personas«
durch das Produkt/Projekt-Team
 Kreativ-Workshops, Brainstorming
 Fokus auf Bedürfnisse und Ziele
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© itemis AG

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Personas
Lean UX Methode
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© itemis AG
Foto/Zeichnung
Name und Alter
Rolle
Familienverhältnisse
Persönliche Situation
Generelle Einstellungen
(zum Produkt)
Bedürfnisse und Probleme Mögliche Lösungsansätze

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© itemis AG
Personas
Lean UX Methode
Quelle: coschedule.com

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Lean UX Methode
 Wichtig: Annahmen im weiteren
Projektverlauf permanent validieren
und Personas ggfs. anpassen.
 Das gilt auch für auf empirischem
Weg ermittelte Personas.
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© itemis AG

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© itemis AG
Viel Spaß bei der Entwicklung
eigener Personas!
Quelle: http://1tag1mensch.wordpress.com/

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Kontakt:
Michael Jendryschik
michael.jendryschik@itemis.de
https://twitter.com/jendryschik
https://www.xing.com/profiles/Michael_Jendryschik
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© itemis AG
itemis AG | Am Brambusch 15-24 | D-44536 Lünen | www.itemis.de