Professional Documents
Culture Documents
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Personas
To create a product that must satisfy a diverse audience, logic might
tell you to make it as broad in its functionality as possible to
accommodate the most people. This logic ,however, is flawed. The
best way to accommodate a variety of users is to design for specific
individuals with specific needs.
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Strengths of personas as a design tool
• Determine what a product should do and how it should behave. Persona goals
and tasks provide the foundation for the design effort.
• Communicate with stakeholders, developers and other designers. Personas
provide a common language for discussing design decisions and help keep the
design centered on users at every step in the process.
• Build consensus and commitment to the design. With a common language comes
a common understanding. Personas reduce the need for elaborate diagrammatic
models; it is easier to understand the many nuances of user behavior through
narrative structures that personas employ. Put simply, because personas
resemble real people, they are easier to relate to than feature lists and
flowcharts.
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Strengths of personas as a design tool (cont’d)
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Personas can also resolve three design issues that arise during product
development
Self-referential design
Developers designing for themselves. Usually there are no personas that
embody the background of developers.
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Edge cases
Designing for situations that may possibly happen but are extremely rare. The
design personas will not run into these situations very often. Edge cases can
be designed for but should not be the design focus. “Will Julie want to perform
this operation often? Ever?”
Other data that can also support and supplement the creation of personas
include (in rough order of effectiveness):
•Interviews with users outside their use contexts
•Information about users supplied by stakeholders and subject matter experts
(SMEs)
•Market research data such as focus groups and surveys
•Market-segmentation models
•Data gathers from literature reviews and previous studies
The most important data comes form direct interviews and observation of real
users.
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Highlights of persona attributes
•Personas are represented as real people
•They are personifications
•Engage empathy of designers and developers
•Akin to Method Acting where actors "become" the character (sometimes this is
referred to as the Stanislavsky method of interaction design).
•Represent a class of users (composite archetypes)
•These are not stereotypes. Stereotypes are simplistic models based on poor research
and bias.
•Express definitive behavior within a identified range
•Must have motivation (goals)
•May need Customer Personas if product's buyer is different than the user
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Designing for Visceral Responses
•Want immediate appeal.
•The immediately perceived beauty, functionality, etc. of the product are very
important.
•May make a difference in original purchase and, even long-term satisfaction.
Often if people put work into a product, they do not want to think of their
investment as being wasted. [This sometimes is true of people and their cars.
If you paid a lot for a car, you might think it a good car even if experience has
shown it is not. People hate to be wrong or to feel foolish.]
Experience goals
Simple, universal and personal
How someone wants to feel about the product when using it.
Persona motivations at the visceral level:
•Feel smart or in control
•Learning a useful skill
•Have fun
•Feel cool or hip.
•Remain focused and alert
End goals
End goals represent the user's motivation for performing the tasks associated
with a specific product.
Examples:
•Be aware of problems before they become critical
•Advance my career
•Stay connected with friends and family
•Clear my to-do list by 5:00 pm every day.
•Find music that I'll love.
•Get the best deal.
Life goals
Typically go beyond the product being designed. Why is the user trying to
accomplish the end goals? What are the user's long-term desires,
motivations and self-image attributes? For example:
•Live the good life
•Succeed in my ambitions to ...
•Be a connoisseur of ...
•Be attractive, popular or respected by my peers
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User goals are user motivation
Relationship between Cooper's person goals and Norman's model:
•Experience goals are related to visceral goals: how a user wants to feel
•End goals relate to behavior goals: what a user wants to do.
•Life goals relate to reflection: who a user wants to be.
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Other, subsidiary but still important stakeholder goals
Customer goals - People who buy the product are not necessarily the users.
•For consumer products the customer could be a friend or family member. Concerned
about safety and enjoyment of the product.
•Business customers may be IT managers. Concerns about security, ease of
maintenance and ease of customization.
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Non-profit goals
• Educate the public
• Raise enough money to cover overhead
Specific developers are interested in how much work is involved for the
pay, overtime needed, ease of coding, etc.
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Successful products meet user's need first
Again, the user is the most important person, more important than the corporation, IT
manager, parent, grandparent, etc.
Excellent to meet these other goals, but not to the detriment of user's goals.
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Constructing Personas
Constructed using the data obtained from patterns observed during interviews
and observations of users and potential users of a product. May include
ethnographic studies.
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Step 1: Identify behavioral variables
After completing research and cursory organization of the data, list the
distinct aspects of observed behavior as a set of behavioral variable.
For enterprise applications, behavioral variables are often closely
associated with job roles. List out the variables for each role separately.
Typically find 15 to 30 variables per role.
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Step 2: Map interview subjects to behavioral variables
• Map your interviewees to their place in the variable's range.
•Some variables will be continuous, computer novice to computer expert while
some will be discrete (uses digital or film camera).
•The interviewees probably can not be place precisely in the range of a
continuous variable, but that is OK.
Figure 5-4
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Step 3: Identify significant behavior patterns
Look for clusters that occur across multiple ranges or variables. A set of
subjects who cluster in six to eight different variables will likely represent a
significant behavior pattern for a persona. Some specific roles may exhibit
only one significant pattern, but typically there are two or three.
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Step 4: Synthesize characteristics and relevant goals
For each significant pattern you identify, you must synthesize details from your
data. Describe the potential use environment, typical work day,(or other
relevant context), current solutions and frustrations, and relevant relationships
with others.
Brief bullet points, often written on Post-its for use later, are sufficient. Some
descriptive material is good, but do not overdo it. Too much is a distraction.
Give the persona a first and last name. An evocative but not stereotypical
name is good. Cooper uses a baby book as a reference tool. Also some
demographic information can be added such as age, geographic location,
relative income and job title. This is primarily to help you visualize the person
better. Refer to the person by name from now on.
Synthesizing goals
•Usually you want end goals, these are fairly immediate goals such as getting
home on time or keeping in touch with relatives.
•Must be goals related to the product.
•Life goals are most useful for consumer products.
•General experience goals are implicit goals ("don't feel stupid", "don't waste
time".) 24
Step 5: Check for completeness and redundancy
Be sure each persona is unique, not too close to some other persona. If so,
tweak each persona to make them different or drop one of the personas.
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Persona types
Customer persona – model the customer not the end user. Typically like
a secondary persona. May be a primary persona if the customer has their
own administrative interface.
Served persona – Someone who does not directly use the interface but is
served by it. A patient being treated by a radiation therapy machine is not
a user, but is served and affected by the interface.
Negative persona – Someone the product is not being built for. E.g.
Technically savvy early adopters.
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Other models