Whether you are an indie practitioner, agency design lead or internal designer at a large company, you have no doubt experienced difficulites selling UX activities or Experience Design as a whole to clients, partners or bosses. Beyond touting the wonderful and magical ROI UX brings to the table, there are concrete strategies you can use to get your point accross and they aren't what you think. Learn how to identify and overcome common barriers to achieving a unified approach to user centered design.
Explore this presentation to comprehend the essential design theories, popular concepts, methodologies, and ideologies of UX Design. To explore more about UX, you can visit our UX/UI Design courses page - https://www.admecindia.co.in/ui-and-ux-courses
Explaining Experience Design in a Simple WayJani Modig
What's the difference between User Experience (UX), Customer Experience (CX) and Service Design? In the following slides you'll find out how I interpret the different parts.
Whether you are an indie practitioner, agency design lead or internal designer at a large company, you have no doubt experienced difficulites selling UX activities or Experience Design as a whole to clients, partners or bosses. Beyond touting the wonderful and magical ROI UX brings to the table, there are concrete strategies you can use to get your point accross and they aren't what you think. Learn how to identify and overcome common barriers to achieving a unified approach to user centered design.
Explore this presentation to comprehend the essential design theories, popular concepts, methodologies, and ideologies of UX Design. To explore more about UX, you can visit our UX/UI Design courses page - https://www.admecindia.co.in/ui-and-ux-courses
Explaining Experience Design in a Simple WayJani Modig
What's the difference between User Experience (UX), Customer Experience (CX) and Service Design? In the following slides you'll find out how I interpret the different parts.
UX Camp 2017 – How UX survives in agile developmentJanne_Bjorsted
So I want to share some of my experiences - both good and bad - of how to deal with agile development as a UX Designer. What I have learned in the strive to be an agile UX designer myself.
A virtual guest lecture for a Digital Content Management class at the University of Hawaii at Manoa, introducing the students to UX in general, talking about my career/experience/projects, and suggesting tie-ins with library science and content.
I gave this talk at UXCambridge and Mirror conference in Braga, Portugal in 2016. I believe that it's people's soft skills that really make the difference on projects. I had a think about some of the best people I've worked with over the years and identified the soft skills that they all had in common. This talk looks into each of these skills in turn and explains the difference between hard and soft skills.
Embedding Experience: Bridging the gap between design & realityMorgan McKeagney
The world is changing: it’s now crazily mobile, with an exploding number of devices and customer touch-points. This is a profound shift which puts a strain on our traditional design approaches. In this talk, Morgan argues that experiences, not interfaces, are the future. To remain relevant and useful, UX designers and organisations need to evolve. In particular, we need to stop obsessing about tools and methods, and concentrate instead on delivering truly embedded experiences.
Keynote presentation, delivered at the UX Masterclass, Bangalore, India, 7/3/2014
Visual thinking for service design — CanUX November 2016Boon Yew Chew
The success of service design involves an organisation's ability to restructure itself towards the design and delivery of services in a meaningful, impactful way. Visual thinking provide a powerful means for diverse teams to work through complexity. This workshop introduces visual thinking as an approach to solve service design problems, involving methods like rapid visualisation, visual sensemaking, touchpoint sketching, rich pictures, and service posters.
Building the User Experience Community at SDLPhilipp Engel
This presentation describes how we built an in-house user experience community at SDL. We started small, with the literal UX team of one, but grew and expanded the team and the discipline over the last 6 years.
In this presentation, we summarize what worked for us and share experiences and best practices. Not only to inspire other user experience teams, but any discipline in a large scale software development organization that intends to grow from a handful of disconnected experts into a strong internal community.
A talk we had at Texity systems.
Topics were
“ Are you really a User Experience Designer ?
The shift from product design to process design”
Contents
- what is user experience ? A bit of historical perspective
- Who coined the term and what did he mean ? ( Don Norman coined this term)
- how does IA, interaction design, usability, user research, relate to user experience ?
- what is product user experience ?
- how is different from user experience design of a service ?
- if this is User Experience, then what exactly is customer experience ?
- Should there be a designation called User Experience designer?
- The CEO, the engineer, the sales manager , product manager ….. are they UX designers or they aren’t ?
- Product design vs Process design
- The notion of a User , and who is the Customer ….. can user and customer be same ?
- A better term : DUX ( designing for user experience )
What do UX specialist and PHP developers have in common? Probably more than you are aware.
I will be doing a session covering what UX is, how it's different than UI and how UX is a close cousin to development with plenty of "how to get started" info.
So come join us this Oct for a light philosophical discussion on disciplines and how to get start doing UX in your programming life.
This is a documentation of a freewheeled discussion around why we as User Experience professionals need to understand the threats to our industry and adapt to survive and thrive. The title is a bit misleading, but only because the discussion went in a different direction
It is time to move Design Thinking to the next level. Companies and design thinkers need not only embrace creativity but also include other design focus areas in the entire process, such as design planning and execution. The workshop will give an overview on the current and next stage of Design thinking, and it will also take a glance on how to go beyond it.
Truth and Dare - Out of the echochamber into the fireJason Mesut
This is a presentation that starts to touch on the risks and issues circling the UX echochamber right now, and what we can do to battle them.
It's a presentation I gave at EuroIA on September 23rd 2011. It has been designed to be readable without presentation and also to aid comprehension by non-english speaking audiences. Hence the amount of wordy slides.
Beginning any interaction design project with an understanding of the user as well as clear design principles for the solution can make a huge difference to the quality of the product, and your bottom line. Presentation includes a discussion of the difference between BA and UX and how the practices support and enhance each other.
UX Camp 2017 – How UX survives in agile developmentJanne_Bjorsted
So I want to share some of my experiences - both good and bad - of how to deal with agile development as a UX Designer. What I have learned in the strive to be an agile UX designer myself.
A virtual guest lecture for a Digital Content Management class at the University of Hawaii at Manoa, introducing the students to UX in general, talking about my career/experience/projects, and suggesting tie-ins with library science and content.
I gave this talk at UXCambridge and Mirror conference in Braga, Portugal in 2016. I believe that it's people's soft skills that really make the difference on projects. I had a think about some of the best people I've worked with over the years and identified the soft skills that they all had in common. This talk looks into each of these skills in turn and explains the difference between hard and soft skills.
Embedding Experience: Bridging the gap between design & realityMorgan McKeagney
The world is changing: it’s now crazily mobile, with an exploding number of devices and customer touch-points. This is a profound shift which puts a strain on our traditional design approaches. In this talk, Morgan argues that experiences, not interfaces, are the future. To remain relevant and useful, UX designers and organisations need to evolve. In particular, we need to stop obsessing about tools and methods, and concentrate instead on delivering truly embedded experiences.
Keynote presentation, delivered at the UX Masterclass, Bangalore, India, 7/3/2014
Visual thinking for service design — CanUX November 2016Boon Yew Chew
The success of service design involves an organisation's ability to restructure itself towards the design and delivery of services in a meaningful, impactful way. Visual thinking provide a powerful means for diverse teams to work through complexity. This workshop introduces visual thinking as an approach to solve service design problems, involving methods like rapid visualisation, visual sensemaking, touchpoint sketching, rich pictures, and service posters.
Building the User Experience Community at SDLPhilipp Engel
This presentation describes how we built an in-house user experience community at SDL. We started small, with the literal UX team of one, but grew and expanded the team and the discipline over the last 6 years.
In this presentation, we summarize what worked for us and share experiences and best practices. Not only to inspire other user experience teams, but any discipline in a large scale software development organization that intends to grow from a handful of disconnected experts into a strong internal community.
A talk we had at Texity systems.
Topics were
“ Are you really a User Experience Designer ?
The shift from product design to process design”
Contents
- what is user experience ? A bit of historical perspective
- Who coined the term and what did he mean ? ( Don Norman coined this term)
- how does IA, interaction design, usability, user research, relate to user experience ?
- what is product user experience ?
- how is different from user experience design of a service ?
- if this is User Experience, then what exactly is customer experience ?
- Should there be a designation called User Experience designer?
- The CEO, the engineer, the sales manager , product manager ….. are they UX designers or they aren’t ?
- Product design vs Process design
- The notion of a User , and who is the Customer ….. can user and customer be same ?
- A better term : DUX ( designing for user experience )
What do UX specialist and PHP developers have in common? Probably more than you are aware.
I will be doing a session covering what UX is, how it's different than UI and how UX is a close cousin to development with plenty of "how to get started" info.
So come join us this Oct for a light philosophical discussion on disciplines and how to get start doing UX in your programming life.
This is a documentation of a freewheeled discussion around why we as User Experience professionals need to understand the threats to our industry and adapt to survive and thrive. The title is a bit misleading, but only because the discussion went in a different direction
It is time to move Design Thinking to the next level. Companies and design thinkers need not only embrace creativity but also include other design focus areas in the entire process, such as design planning and execution. The workshop will give an overview on the current and next stage of Design thinking, and it will also take a glance on how to go beyond it.
Truth and Dare - Out of the echochamber into the fireJason Mesut
This is a presentation that starts to touch on the risks and issues circling the UX echochamber right now, and what we can do to battle them.
It's a presentation I gave at EuroIA on September 23rd 2011. It has been designed to be readable without presentation and also to aid comprehension by non-english speaking audiences. Hence the amount of wordy slides.
Beginning any interaction design project with an understanding of the user as well as clear design principles for the solution can make a huge difference to the quality of the product, and your bottom line. Presentation includes a discussion of the difference between BA and UX and how the practices support and enhance each other.
Thinking like Humans - Tools to improve how we solve problems for our usersLenae Storey
We all have our biases, perspectives, assumptions, and naturally, we bring these views with us into our everyday thinking. The same plays out in how we design solutions, strategies, and businesses. This presentation highlights the need for ethnographic research and relatable tools to drive improved impact for our humans (the users and customers of our outputs).
Extracts from a workshop at GOVIS 2007 (www.govis.org.nz)
This one-day intensive workshop taught attendees how to incorporate user goals and agency needs into the web design process.
Workshop presenters: Zef Fugaz, Bob Medcalf, Elyssa Timmer
Feedback from the workshop attendees:
http://www.zefamedia.com/usability/feedback-from-power-to-the-people/
Defining Personas is an introduction to the usage of "Personas" in User Experience.
Helps identifying the user groups of the website we're developing...by selecting characteristics of those groups.
"A scenario is a description of a person’s interaction with a system.
Scenarios help focus design efforts on the user’s requirements, which are distinct from technical or business requirements.
Scenarios may be related to ‘use cases’, which describe interactions at a technical level. Unlike use cases, however, scenarios can be understood by people who do not have any technical background. They are therefore suitable for use during participatory design activities." http://infodesign.com.au/usabilityresources/scenarios/
Design Principles: The Philosophy of UXWhitney Hess
The visual principles of harmony, unity, contrast, emphasis, variety, balance, proportion, repetition, texture and movement (and others) are widely recognized and practiced, even when they aren’t formally articulated. But creating a good design doesn’t automatically mean creating a good experience.
In order for us to cultivate positive experiences for our users, we need to establish a set of guiding principles for experience design. Guiding principles are the broad philosophy or fundamental beliefs that steer an organization, team or individual’s decision making, irrespective of the project goals, constraints, or resources.
Whitney will share a universally-applicable set of experience design principles that we should all strive to follow, and will explore how you can create and use your own guiding principles to take your site or product to the next level.
Visual design is more than styling. It is function. And not only because it communicates, but also because it makes us feel. And between feeling and communication, people find things easier to use.
User Persona Design in User Story Mapping.pdfStoriesOnBoard
Expert tips for user persona design in a user story map.
- Where to start with user personas?
- Type of user personas
- Expert tips from UI/UX designers
- How do user personas help with prioritization and release planning?
- User persona examples
Social Intranet Design Strategies presented by Intranet Connections CEO Carolyn Douglas at the 19th Annual Intranets for Internal Communications, Vancouver, BC
Presented by Lea Synefakis-Pica for Analytics That Excite 2014
Even the most seasoned analyst can make very simple changes to a presentations to make a big impact. If everyone in your audience is catching up on email or sleep, chances are your presentation design and/or data charts are obscuring your valuable insights and hurting you rather than helping you. Lea can help you inspire action and build credibility with a fresh new toolbox of tips and techniques to set your presentations apart and get the results you’re looking for.
Similar to UKUPA Feb 08 Flow Interactive Personas (20)
Matthew and Jesmond will share their approach to understanding Lovehoney’s new customers. They’ll walk through their end-to-end approach: how they researched and built an experience map, then plotted the impact points and gaps, and used data analysis to form hypotheses and page redesigns.
Jonny will focus on the challenges of designing for stigmatised, vulnerable, disenfranchised people. He’ll explore how working on taboo subjects and with people that society tends to ignore, can lead to life changing design solutions.
"Making Accessibility Accessible" by Kirtika BhuvaUXPA UK
A talk given by Kirtika Bhuva at UXPA UK's May 2017 event covering "Global Accessibility Awareness Day".
http://uxpa-uk.org/events/uxpa-uk-gaad-2017/
Check out our Events page to see what's coming up in the future: http://uxpa-uk.org/events/
"Designing a Product with Mental Health in Mind" by Zander BradeUXPA UK
A talk given by Zander Brade at UXPA UK's May 2017 event covering "Global Accessibility Awareness Day".
http://uxpa-uk.org/events/uxpa-uk-gaad-2017/
Check out our Events page to see what's coming up in the future: http://uxpa-uk.org/events/
A talk given by Gavin Evans at UXPA UK's May 2017 event covering "Global Accessibility Awareness Day".
http://uxpa-uk.org/events/uxpa-uk-gaad-2017/
Check out our Events page to see what's coming up in the future: http://uxpa-uk.org/events/
"How to tie your customer design work into the enabling organisation" - by Jo...UXPA UK
A talk given by Joel Bailey at UXPA UK's April 2017 event covering "Investigating Service Design".
http://uxpa-uk.org/events/exploring-service-design/
Check out our Events page to see what's coming up in the future: http://uxpa-uk.org/events/
'Mainstream' UX and Games UX - Alistair Greo, Player ResearchUXPA UK
This was part of the UXPA UK January 2017 event. For videos of our recent talks, please check out our YouTube channel https://www.youtube.com/user/uxpauk
A talk given at UKPA UK's 'World Usability Day' event - 10 November 2016.
FoodCloud connects businesses that have too much food to charities in their communities that have too little. Using our technology platform, participating businesses can upload details of their surplus food. FoodCloud provides a simple way for food businesses to contribute to their communities in a meaningful and practical way and reduce their impact on the environment. Many retailers find themselves with perfectly good food that they cannot sell. This high quality food is often wasted at a large cost to businesses. Good food that can feed people should never be wasted. FoodCloud offers businesses a solution by using this food to support the work of the charity sector in Ireland and the UK. This solution has been developed through a close relationship with the business and charities to understand their needs.
Since the creation of FoodCloud in 2014 Co-Founders Iseult Ward and Aoibheann O’Brien were one of Time magazines Next Generation Leaders, Ben and Jerry’s Join Our Core Winner and winner of the 2016 Green Awards. Most recently FoodCloud’s UK partnership with FareShare and Tesco won the Sustainable Future Award at the IGD awards. The three-way partnership between FareShare, FoodCloud and Tesco is live across 900 stores and has already delivered the equivalent of 1.4 million meals to local organisations. By the end of next year, the organisations aim to send all of Tesco’s edible surplus food to charity. Fiona will outline FoodClouds journey so far and how they have perfected their solution.
Conservation & The Knowledge Chain - Paul-Jervis Heath, Modern HumanUXPA UK
A talk given at UKPA UK's 'World Usability Day' event - 10 November 2016.
In September Giant Pandas were reclassified from endangered to vulnerable. The news was less favourable for the Eastern Gorilla. At the same time they were reclassified as critically endangered. Their population has declined by 70% over the last 20 years. Globally, there has been a 52% average decline in the populations of mammals, birds, reptiles, amphibians and fish around the globe between 1970 and 2010. How do we know the global outlook for the conservation of threatened species? How do conservation organisations decide on the actions to protect those species? And, how is human-centred design being used to help secure funding for conservation research, to gather data about endangered species, to report on the fate of those sepcies and inform conservation decisions?
Paul-Jervis Heath talks about design research with Zoologists, Conservationists, with Park Rangers in Africa and fieldwork at London Zoo. He also talk about how Modern Human are using human-centred design to support conservation from the scientist gathering data about endangered species through to the conservationist planning conservation actions on the ground.
A talk given by Thoughtworks at UKPA UK's 'World Usability Day' event - 10 November 2016.
The challenge of reconnecting unaccompanied child refugees with their loved ones is a growing problem with the global refugee crisis. In Kakuma refugee camp filmmaker Lieven Corthouts sought out a solution after living there for 5 years and talking with refugees struggling to find their families. ThoughtWorks collaborated with Lieven to design and user test a ‘Find Me’ web application with refugees, which exposed the challenges of cultural barriers, limited technical literacy and the western bias applied within the design process.
Mike Gatman is a project manager and coach from ThoughtWorks who looked after the Find Me initiative. He is an agile/lean enthusiast who brings the user to the heart of every delivery, with a background in digital projects across media, telecommunications, banking and retail. Find Me was his first foray into the humanitarian sector.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
Dive into the innovative world of smart garages with our insightful presentation, "Exploring the Future of Smart Garages." This comprehensive guide covers the latest advancements in garage technology, including automated systems, smart security features, energy efficiency solutions, and seamless integration with smart home ecosystems. Learn how these technologies are transforming traditional garages into high-tech, efficient spaces that enhance convenience, safety, and sustainability.
Ideal for homeowners, tech enthusiasts, and industry professionals, this presentation provides valuable insights into the trends, benefits, and future developments in smart garage technology. Stay ahead of the curve with our expert analysis and practical tips on implementing smart garage solutions.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
4. To design for your users
you must first
define who your users are
5. Where did the idea come from?
• A Persona is an artificial person, invented for the
purpose of helping a designer understand the
people who will be using their product.
• Pruitt and Adlin have traced their heritage to much
earlier. But to the modern design community, their
usage was popularized by Alan Cooper in 1998 in
his book quot;The Inmates Are Running the Asylum.quot;
Flow Interactive
10. What aren’t Personas?
• Stereotypes!!!
They are the synthesis of user research findings.
They are not simply made up!
• Users aren’t elastic.
Flow Interactive
16. Data driven personas
The clue is in the name!
The data comes from client’s in-
house knowledge.
The good stuff comes from
‘looking’ at how your users interact
with your website.
Good to use when you have a rich
set of data, such as Amazon,
Play.com, etc.
Flow Interactive
17. How much research?
Depends on how diverse your users’ behaviours really are.
Typically we find that behaviour is less diverse that you might
expect.
Anything from 6 to 20 respondents is typical and useful.
Sometimes do more for political reasons.
Supplement with all your existing data: search logs, surveys,
focus groups, customer facing staff
Examples…
First choice 15 lab
BUPA 20 lab
Yell 16 field
DfES 59 field
18. What’s an effective way of communicating these back
to your design team?
How can you make them ‘actionable’?
... and bring them to life for non-research lovers?
Flow Interactive
19. Personas and goals workshop
Price driven Quality driven
Nervous user Confident user
Fact driven Feeling driven
Wilma is a middle aged bookkeeper from
Hatfield. She uses Sage and Excel on a
rather old computer at work, but has
internet access at home. She has an eye
for a bargain but is a stickler for details.
Flow Interactive
20.
21. Persona consist of goal statements:
• Life goals e.g. “get the big promotion!”
vs “be an ethical person”
• Experience goals: e.g. “have fun” vs
“get it done quickly” (1-2)
• End goals: e.g. “find the cheapest
flights”
• Design challenges. E.g. Why this
persona is important to the business,
and what to bear in mind
• And a motto
• One sentence that sums up the
persona
22. Personas come in two main flavours:
•
Primary persona – the primary persona is the singularly most
important person for whom the site should be designed. The
primary persona should always “emerge” from the set of
secondary personas: it should not be created from scratch.
Secondary personas – typically between three and seven of
these are generated from the ethnographic research first,
before the primary persona.
With big systems (e.g. CMS), you can have lots of different
user types, each of which you’d sum up as personas.
You can also have negative personas: people you want to
specifically exclude
Flow Interactive
23. Quick guide to personas
• Create a narrative – ideally, a one to two-page narrative
description for each persona
• Be specific – identify workflow and daily behavioural
patterns, using specific details, not generalities. Detail two
or three technical skills to give an idea of computer
competency
• Create mnemonic triggers – include one or two fictional
details about the persona's life, e.g. an interest or a habit
that make each persona unique and memorable
Flow Interactive
24. Quick guide to personas
• Use your imagination – don't use someone you actually
know as a persona. Try instead to create a composite
based on the qualitative data you have captured
• Strive for novelty – don't recycle a persona from a previous
project for a new project. Instead, do your ethnography
properly and create new personas for each project
Flow Interactive
25. Quick guide to personas
• Keep the numbers low – keep the number of personas
created for a project relatively small. Usually between three
and seven secondary personas, depending on the interface
project, from which will emerge the primary persona
• Be realistic – strive to develop a believable archetype so
the design team will accept the persona
Flow Interactive
26.
27.
28.
29. Making & using personas
Review existing Recruit research Analyse existing Create the Introduce the
data and formulate subjects based on and new data personas. personas to the
persona the persona using collaborative organisation, as
hypothesis. hypothesis. affinity sorting Workshop: project style and
techniques. establish objectives require.
Perform contextual dimensions, create
research. sketches, select
Establish and flesh out
dimensions and personas. Assign
goals. goals.
Flow Interactive
30. Key things to consider:
• Fictional utility – personas are not quot;made upquot;. They are an
output of data analysis
• Imaginary, not woolly – although personas are imaginary,
they are archetypes not caricatures, and should be defined
with precision.
• Realism – names and personal details for personas should
be created to put contextual flesh on the archetypal bones
• Goals – personas should in the first instance be
differentiated and identified by their goals
• Persona-centric design – interfaces should be designed
and built to very specifically satisfy the needs and goals of
the primary persona
Flow Interactive
33. •After a user study, we
analysed participants
responses to get an overview.
- Age and Segment
- Type of trip
- Motivations
- Frustrations
- Behaviours and Attitudes
- End Goals when researching and
booking travel online
Flow Interactive
34. •We mapped each
participant against key
behavioural axis:
- Planning in advance/Last minute
- Relax/Explore
- Attitude to risk
Flow Interactive
35. We located patterns of
behaviour and found groups
of users that ‘stuck
together’…
Flow Interactive
36. Book in Quality Relax Previous Previous hotel 1-2 trips a Maximiser Emotional Main researcher Travel alone 1-2 days Brand loyal Destination Web fresh Trust reviews
advance destination year driven
1,2,3,4 1,4,7,16, 1,4,5,6,7, 1,2,5,7,8, 1,17, 3,6,12 3,4,5,6,9, 1,2,3, 2,14 7,8,10, 19,17,20 1,3,7,8,10 3,10,14,15 8,14 3,4,5,6,9,
17,19,20 8,9,15, 910,15,16, 19,20 11,13,14, 12,13,14, 17,19,20 12,13,15, 11,13,14
17,19 17,19,20, 15,16,18 16,20 17,19,20 15,18,20
3-4 days
With friends
1,7,11,13,
15,16,18
3 -6 trips a Joint decision Relationship intermediate intermediate
5,6,7,8 3,12,13,
year driven
14,16,18 1 week
8,9,12
With partner
3,5,8,9,12, 3,5,8,9,12, 2,4,5,7,8, 3,4,5,6,8, 2,4,5,6,8 2,12,13, 2,8,10,
13,14,18 13,14,18 9,10,11,12 9,11,12, 15,`7 12,16,19
13,15,16,18 13,16,18
2 weeks
1,2,11,15,
9,10,11,
12,13,14
2,4,5,
6,10,14
2,6,10, 3,10,16 3,4,6, 2,3,4,5,6,7, 3,10,16 1,2,7, 4,5,6,7,8,9, 3,10,16 4,5,6,9 3 2,4,5,6,9, 1,7,17, 1,3,4,5,6, 1,7,17
15,16,17,
11,15 11,1213, 8,9,10,11, 8,10,12 10,11,15 14,16,18 19,20 7,9,10,
18,19,20
14,18 12,13,14 17,19,20 17,18,19 11,16,18,
15,16,18 19,20
Book last Price Explore New destination New 1-2 trips a Satisficer Practical Sole decision With family More than 2 Google Event driven Web savvy Don’t trust .
minute hotel month weeks
Flow Interactive
37. Book in Quality Relax Previous Previous hotel 1-2 trips a year Maximiser Emotional Main researcher Travel alone 1-2 days Brand loyal Destination Web fresh Trust reviews
advance destination driven
1,2,3,4 1,4,7,16, 1,4,5,6,7, 1,2,5,7,8, 1,17, 3,6,12 3,4,5,6,9, 1,2,3, 2,14 7,8,10, 19,17,20 1,3,7,8,10 3,10,14,15 8,14 3,4,5,6,9,
17,19,20 8,9,15, 910,15,16, 19,20 11,13,14, 12,13,14, 17,19,20 12,13,15, 11,13,14
17,19,20 17,19,20 15,16,18 16 17,19,20 15,18,20
With friends
1,7,11,13,
15,16,18
Don’t look
3 -6 trips a Joint decision Relationship intermediate
5,6,7,8 for reviews
3,12,13,
year driven
14,16,18 1 week
8,9,12
With partner
3,5,8,9,12, 3,5,8,9,12, 1,2,4,5,7,8, 3,4,5,6,8, 2,4,5,6,8 2,12,13, 2,8,10,
13,14,18 13,14,18 9,10,11,13, 9,10,11,12 9,11,12, 15,`7 12,16,19
14,15,16,18 13,15,16,18 13,16,18
2 weeks
1,2,11,15,
9,10,11,
12,13,14
2,4,5,
6,10,14
2,6,10, 3,10,16 3,4,6, 2,3,4,5,6,7, 17,19,20 1,2,7, 4,5,6,7,8,9, 1,7,17, 4,5,6,9 3 2,4,5,6,9, 1,7,17, 1,3,4,5,6, 1,7,17
15,16,17,
11,15 11,1213, 8,9,10,11, 8,10,12 10,11,15 20,19 14,16,18 19,20 7,9,10,
18,19,20
14,18 12,13,14 17,19,20 17,18,19,20 11,16,18,
15,16,18 19,20
Book last Price Explore New destination New 1-2 trips a Satisficer Practical Sole decision With family More than 2 Google Event driven Web savvy Don’t trust
minute hotel month weeks reviews .
Flow Interactive
42. Personas are the first step to innovation
5 Contextual research
1
1 2 Concept
4
Prototype
3
4 Specify
Build and launch
5
2
3
And they are useful throughout They are a fundamental
the rest of the design* process! tool for innovation.
* Design is the whole thing,
not just the graphics
43. Personas: Used as a communication tool
•It all about getting everyone to sing off the same song
sheet
•Focusing on users
•Reducing arguments
They enable decision making because you can ‘query’
them as if they were a ‘real’ person
•Standardised approach
•Common language
•They fill in the gaps between user-studies - you can’t have
users on-site all the time. Flow Interactive
48. References
▪ Carroll, John M. Making Use: Scenario-Based Design of Human-Computer Interactions.
MIT Press, 2000. ISBN 0-262-03279-1
▪ Carroll, J.M. ed. Scenario-Based Design: Envisioning Work and Technology in System
Development. Wiley, 1995. ISBN 0-471-07659-7
▪ Chapman, C.N. & Milham, R. The personas' new clothes. Human Factors and Ergonomics
Society (HFES) 2006, San Francisco, CA. October 2006. [1]
▪ Cooper, Alan. The Inmates are Running the Asylum. SAMS, 1999. ISBN 0-672-31649-8
▪ Grudin, J. and Pruitt, J. Personas, participatory design and product development: an
infrastructure for engagement. Paper presented at Participatory Design Conference 2002,
Malmo, Sweden. June 2002.
▪ Pruitt, John & Adlin, Tamara. The Persona Lifecycle : Keeping People in Mind Throughout
Product Design. Morgan Kaufmann, 2006. ISBN 0-12-566251-3
▪ Rönkkö, K. An empirical study demonstrating how different design constraints, project
organization, and contexts limited the utility of personas. Hawaii International Conference
on System Sciences (HICSS) 2005, Waikoloa, HI. January 2005.