User Experience

Week 3
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RECAP
Agenda for Today

• User Research

• User Profiles

• Contextual Enquiry

• Personas

• Empathy Mapping
Profiles
Profiles

A Profile describes a section of your user audience based on characteristics, such as “the technology
used “

Profiles clarifies assumptions about users and their tasks, including the task environment, and
communicate those assumptions

Characteristic User 1 User 2 User 3

Age / Gender
Education
Language
Computer Experience
Domain Experience
Contextual Enquiry (Site Visits)
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Types of Questions for

Contextual Inquiry
 7

Critical Incident
 8

Grand Tour
 9

Talk through
Value of Persona

Personas help designers think in terms of users by providing a concrete characterisation of them and how
they might use the site

It facilitates communication within the teams

It helps the team conceptually manage large list of requirements

What is a Persona?

Personas are hypothetical users whose goals and

characteristics represent the needs of a larger group of
users or target audience.
Usually, a persona is presented in a one or two-page
document . Such 1–2-page descriptions include behaviour
patterns, goals, skills, attitudes, and background information,
as well as the environment in which a persona operates.
Components of a Persona
Basic Demographics The Story Additional
Name or Title Details
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10 TYPES OF
MOTIVATION
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Competence & Learning

 15

Attitudinal
 16

Achievement
 17

Arousal
 18

Physiological
 19

Incentive
 20

Fear
 21

Power
 22

Affiliation and Social

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Equity