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Personas
Kathy E. Gill19 Feb 2008
Agenda Some more task exercises Pop down to MCDM info session Personas mini lecture Personas hands-on But first… Nate’s link example (2
slides)
Personas Developed by Alan Cooper A user archetype used to help guide
decisions about product features, navigation, and visual design
Who are the important users? Always more than one group of users
(if only beginner, intermediate, advanced)
What technologies do they use? Essential to understand information
needs of audience (and their vocabulary!) How else can you organize content so
that they can find what they are looking for?
Know your site visitors ID audience segments, prioritize Use log files Consider privacy issues
Personalization Cookies
Create personas based on research (ideal) or ad hoc (Norman)
Ideal Persona Development Synthesized from a interviews with
real people Summarized description includes
behavior patterns, goals, skills, attitudes
Persona Descriptions Personas represent behavior
patterns, not job descriptions! It’s not a list of tasks, although the
narrative that describes the flow will touch on tasks
Experience Goals How the persona wants to feel when
using a product Having fun and not feeling stupid are
experience goals Usually there is one persona to
represent those of us with a lot of anxiety about technology
From Perfecting Your Personas
End Goals What happens when the persona uses
the product? Create an award-winning publication Become more efficient with time Reduce accounting errors
False Goals Save memory Easy to learn Protect data integrity How do these differ from End or
Experience Goals?
Personas and Marketing Your marketing and sales targets
may not be your design targets Example: In-Flight Entertainment
System. Who is the better design target? The business traveler or the retired homemaker? Why?
Types of Personas: Olsen Focal (primary) Secondary (satisfy when we can) Unimportant (low-priority) Affected Exclusionary Stakeholders
From Boxes and Arrows
Types of Personas: Cooper Primary and secondary -- design for
primary Cooper’s Premise: what would you get
if you tried to design a car that everyone would want to drive?
Tip: Focus on three or four goals that are specific to your product or service
Quotable “Personas, like all powerful tools, can
be grasped in an instant but can take months or years to master.”
Alan Cooper, 2003, http://www.cooper.com/content/insights/newsletters/2003_08/Origin_of_Personas.asp
Persona – Ellen
http://people.interaction-ivrea.it/c.noessel/mproj/p_ellen.htm
Ellen has just entered her senior year at Lincoln High School in St. Louis, Missouri. She enjoys speech and English class, hates trigonometry, and is active in the tennis club. Her parents both work full time. …
Persona – Robin Robin is a product manager for
an enterprise B2B vendor with a direct sales force. She manages all aspects of product management for three products. She is 35 years old with a college degree and some MBA classes. She earns $85,000 a year and is eligible for an $8,000 bonus based on…
http://www.productmarketing.com/magazine/1/4/0310sj.htm
Personas in Practice (1/3)
Help focus attention on a specific audience
Help make assumptions about the target audience more specific
Help avoid the trap of building what users think they want rather than what they will actually use
Personas in Practice (2/3)
Help avoid the trap of building what developers think users want
Provide a benchmark for measurement (decision-making)
Help prioritize ideas, features (decision-making)
Personas in Practice (3/3)
Personas are a medium for communication: once a set of personas is familiar to a team, a new finding can be easily communicated: “Alan cannot use the web site search tool” has more punch than “our usability testers had trouble with search”
From Microsoft, Personas: Practice and Theory
How Personas Work (1/2)
Power of narrative to engage Help create scenarios that work Breathe life into task analyses
How Personas Work (/2)
Theory of Mind: 25 years of psychological research on how we can predict another person’s behavior based on understanding their mental state
Also from Personas: Practice and Theory
In Sum, Needed Details: A real name Age A photo Personal info, including family and home life Work environment (not a job description!) Computer proficiency and comfort with the Web Info-seeking habits Attitudes, including pet peeves Personal and professional goals Motivation: why would this person use your high-tech
product?
From Alan Cooper, The Inmates Are Running the Asylum: Why High-Tech Products Drive Us Crazy and How to Restore the Sanity, Indianapolis: Sams, 1999.
Conclusion Personas are a tool which enables the
design team to communicate nuance and emotion, with the goal of creating a product that more closely meets target audience needs
Coming up … Next week:
Guest Lecture: Craig Maedgen Discussion Leader: Sarah
Third assignment (revisit tasks from #2) due Friday
No class 4 March (work on project!) We’ll work on wireframes, sitemaps on the
11th
Guest lecture 11 March (interface designer for Web 2.0 apps) and your pitch