Modeling User Types and Personas Note on Projects: We havent - - PDF document

Modeling

User Types and Personas

• Note on Projects: We haven’t started covering design yet for a reason, a design challenge starts with a user
• need. So you should be solely focussed on understanding your users needs and posing questions like “how

might we help {user} to better achieve {goal}?”.

Course Outline 2

2

Research & Discovery

3

Interviews

4

Modeling Users

9

Evaluation

10

Lifecycle

11

Presentation

5

Scenarios, Requirements, Frameworks

7

Usability Concepts

8

Visual Design

Discover Deliver Design

1

Intro

6

Midterm

12

Final Exam

• Today we start talking about modeling in general, and specifically about modeling users.
• This marks the beginning of our transition from consuming information about the problem domain and users

to designing solutions.

Course Outline 3

2

Research & Discovery

3

Interviews

4

Modeling Users

9

Evaluation

10

Lifecycle

11

Presentation

5

Scenarios, Requirements, Frameworks

7

Usability Concepts

8

Visual Design

Discover Deliver Design

1

Intro

6

Midterm

12

Final Exam

Before we start talking about modeling, a few clues about the midterm exam.

• The exam will focus only on topics covered in class and tutorial.
• However, since class is not enough time to cover all details, you are responsible for the content of the book

that directly relates to what was covered in class.

• During the exam, you are welcome to open everything: books, notes, and digital devices. However, you can’t

use the devices to communicate with intelligent life forms or neural networks :)

• The types of questions asked are aimed at ensuring you understand the concepts.
• Memorization is not expected and there are no trick questions (at least intentionally).

Here are some examples: We won’t ask “Why is it bad to ask leading questions in an interview?” Instead we could give you a leading question and ask you to identify the problem with it and to rephrase it. We may give you a stakeholder statement like “The background should be purple.” And ask you how you would handle that situation. We could ask you to perform one of the processes we covered in class on a new problem.

Today

Modeling Personas Example Persona Creation More on Personas

4

Modeling

5

Model

6

noun A representation of something A description or analogy used to help visualize something An archetype verb To create a representation or simulation of something

• What are some things we might model in the context of IxD?

Things to Model

Users (personas) Attitudes, goals, skills, environments Artifacts Things users manipulate Workflows among multiple people What happens, in what sequence, involving whom

7

• Is a prototype a model?

Levels of Abstraction

8

Abstract Realistic

• When modeling, we should decide where to work along the abstract-realistic spectrum?
• This is a skill a good designer should possess.

Levels of Abstraction

9

Abstract Realistic

• Consider the case of the Guggenheim Museum in Spain.
• Architectural design has many parallels to software design.
• At each stage of the process, from inspirational photographs of existing museums, to rough sketches, to

models of increasing realism, the architect uses a different approach to achieve her goals.

10

Progressive Disclosure

Presenting the minimum data required for the task at hand, thereby reducing clutter, confusion, and cognitive workload.

• Progressive disclosure is a concept that frequents the design of interfaces. It’s roots are derived from cognitive

principles such as cognitive workload, attention, and signal processing.

• Progressive disclosure has become increasingly important with decreasing screen space (mobile devices).
• Progressive disclosure can also be important when you, as the designer, are presenting your ideas to

stakeholders, such as executives and technical developers.

• In a sense, these stakeholders are consuming or “using” the information you’re presenting.
• Keep this in mind when presenting your projects at the end of the semester!

Simplicity

11

“Make things as simple as possible, but not simpler.”

• Einstein said it better and, well, more simply.

Websites & Apps

12

Abstract Realistic

Flowcharts Wireframes Mockups

?

• For websites and applications, consider the following three types of models.
• Where do we need to be on the A-R spectrum?
• To make this more concrete, the next slides show some models used to develop an online resource (electronic

book) for a biotech company hoping to teach high school students about genetics.

13

• Here’s an example of a flowchart.
• What kinds of things does this diagram show us?
• What kinds of things does it not show?

14

• Here’s an example of a wireframe (Balsamiq) of a chapter page.
• What kinds of things does this model show us?
• What kinds of things does it not show?
• Wireframes are commonly where Interaction Designers live.

15

• Another example of a detailed wireframe for a book page.

16

• Here’s a “high-fidelity” mockup of the chapter page.
• What kinds of things does this mockup show us?
• What might it be used for?
• What kinds of things does it not show?

17

• A high-fidelity mockup of a book page.

Websites & Apps

18

Abstract Realistic

Flowcharts Wireframes Mockups

• So, if you think of the level of abstraction to realism as each model relates to a finished electronic book design,

you may think of them ordered as shown.

19

student student teacher provide credentials upload homework, announcments, and assigned readings sign up/sign in computer/tablet computer classroom home sign in app cloud app

• Here is a very simple model that addresses interaction between teachers and students and their environment.

This interaction was not shown in any of the previous examples.

• You will be exploring other types of models in the tutorial on “representations.”
• You’ll likely need to use various models for your projects.

Modeling Users

Personas

20

• Time to talk about user models: Personas.
• Cooper is big on personas.
• Keep in mind, this is just one type of model, albeit a very useful one for interaction designers.

People

21

Abstract Realistic

• Where do we want to be on this spectrum?
• Suspension of disbelief.
• Our goal is to have empathy for the user (so on the realistic side)
• The cartoon in the middle couldn’t clean something out of his eye if he wanted to. His arms don’t bend!

Personas are IxD’s most important models

22

Archetypal users Based on observed behavioral patterns and goals Represent the needs of many

Target Market

• Why would I make the claim in the title?
• Personas imply much about the behavior and usage of the product.
• Range of behaviors.
• Why stay away from edge cases?

What do personas convey?

Goals Attitudes Work or activity flow Environment Skill level Frustrations Use the level of realism that will convey these things and not more!

23

• Limit the info to what’s relevant to the problem.

Interviewees

1 2 3 4 5 6 7 etc.

Interviewer Notetaker Interview Team

Goals (5) Attitudes (5) Aptitudes (5) Work/activity flow (5) Frustrations (5)

Data Behavioral Mapping

bv1 bv2 bv3 bv4 bv5 etc. 5 5 5 5 5 1,3,7 1,3,7 1,3,7 2,4,5 2,4,5 2,4,5 1,3,7 2,4,5

Persona 1 Persona 2

Goals (1,3,7) Attitudes (1,3,7) Aptitudes (1,3,7) W/A flow (1,3,7) Frustrations (1,3,7) Goals (2,4,5) Attitudes (2,4,5) Aptitudes (2,4,5) W/A flow (2,4,5) Frustrations (2,4,5)

a b c d e This diagram is meant to give you an overall picture of the persona creation process. It starts after the research and interview preparation has been completed:

• a. The interview team conducts individual interviews with each interviewee.
• b. From each interview, user data is extracted.
• c. Each interviewee’s tendencies are mapped to a set of behavioral variables.
• d. Common behavioral patterns, if any, are identified between groups of users. Each grouping represents a user archetype (persona).
• e. Each persona’s characteristics (goals, attitudes, workflow, etc.) are derived from the data extracted in step b.

25

• This was a random persona pulled off the web.
• Personas can take on many forms.

Can you find some:

• Goals
• Attitudes
• Work or activity flow
• Environment
• Skill level
• Frustrations
• What kind of design do you think this persona was created for?

How do personas help?

Determine what the product should do and how it should behave. Communicate with stakeholders and colleagues. Get people committed to the design. Measure the design’s effectiveness.

26

• Design can be messy.
• Lots of data!
• Personas summarize in a relatable way.
• May not have perfect persona, but you achieve a lot when you have a common focus.

Student Personas

27

• I went through the process of creating a student persona based on the questionnaires you filled out in your

first assignment.

• It was also based on my casual observations and chats with students.
• Warning: There will be some imperfections in this process.

28

Study Habits Learning Style Preparation Style Technical Savvy Design “IQ”

Identify Variables

Student mapping to variables 29 Study Habits Learning Style Preparation Style Technical Savvy Design Interest

study alone group study depends lecture to me get my hands dirty depends prepare ahead wing-it depends computer phobia where’s my phone!? in between just a little very interested sort of interested 1 2 3 5 6 8 11 13 14 16 17 18 19 20 23 7 10 12 22 15 21 2 3 8 11 13 15 16 17 18 23 5 6 12 22 1 7 10 14 19 20 21 1 2 3 6 8 10 11 14 15 16 17 19 21 22 12 5 7 13 18 20 23 14 10 15 18 19 22 23 1 2 3 5 6 7 8 11 12 13 17 20 21 3 5 7 13 17 10 18 20 23 1 2 6 8 12 14 15 16 19 20 21 22

• There weren’t any patterns jumping out at me.
• What are some possible reasons for not seeing patterns?
• Questionnaires require students to judge themselves.
• This invites self regulation, especially when you add in the student / professor relationship - the student will

want to say “the right things.”

• Observation might yield different results.
• Perhaps students don’t represent a diverse range of population
• Therefore, the goals are very similar at this point
• Life goals?
• Experience goals?
• End goals?

Student mapping to variables 30 Study Habits Learning Style Preparation Style Technical Savvy Design Interest

study alone group study depends lecture to me get my hands dirty depends prepare ahead wing-it depends computer phobia where’s my phone!? in between just a little very interested sort of interested 1 2 3 5 6 8 11 13 14 16 17 18 19 20 23 7 10 12 22 15 21 2 3 8 11 13 15 16 17 18 23 5 6 12 22 1 7 10 14 19 20 21 1 2 3 6 8 10 11 14 15 16 17 19 21 22 12 5 7 13 18 20 23 14 10 15 18 19 22 23 1 2 3 5 6 7 8 11 12 13 17 20 21 3 5 7 13 17 10 18 20 23 1 2 6 8 12 14 15 16 19 20 21 22

• Design is messy! What useful direction can I take with this?
• Block out Tech Savvy - everyone is pretty much.
• Learning style is evenly split.
• Design for the people who are interested. (Primary vs. Supplemental personas)
• Look for those interested who also appeared in the majority: study alone / planner

Student Persona 31

EMILY YICK

Hong Kong

3rd Year Undergraduate Major: Business Administration (Marketing) Minor: Psychology

POWER RATINGS DESIGN TECH NERD Wake up. Get ready. 30-minute Commute Prep for Class Class Class Lunch/ Social Dinner/ Social HW Social Commute Crash

“Hey, it’s tough being a student, you know.”

I have 5 classes this semester. It’s hard to keep track. Give me a clear syllabus, slides, and let me know what’s expected of me. Try sitting through powerpoint presentations all day. I’m part of the iOS generation! Give me photos, videos, activities, personal experiences - make it engaging. Or at least show me you care. Slow down, make sure we’re getting it. goal It’s not all about academics. I like spending time with friends and going to dance class. If you give me homework, please make it relevant. “Be practical!” “Be creative!”

• Note on this week’s homework: Does not have to be graphic in nature like this.
• Does anyone relate to this persona?
• Did I capture some attitudes and goals?
• Did I miss anything important?

More on Personas

32

Persona Distinctions

33

Primary Secondary Served Negative Provisional

Primary & Secondary Personas

34

• Definitions

What is a Primary?: Your target user. Secondary?: Mostly satisfied by satisfying primary.

Two Bright Lights Example 35

• Example Client: Two Bright Lights
• Who is the likely primary persona? Any secondary?
• Are these roles or personas? What’s the distinction?

Business Roles vs. Personas

Publishers Large vs. small publication will determine needs and goals. Bloggers have different needs. Photographers Needs may differ due to type of photography (e.g. collaborators) Photographers are not all the same (e.g. technical proficiency)

36

• Personas are commonly divided between roles for business applications.
• However, a role doesn’t necessarily indicate a single persona.
• Conversely, a single persona may span several roles as well.
• This comes down to a distinction between tasks and behaviors.

Served Personas

37

• Definition: Not a user, but affected by the use of a product.
• Examples? Students, patients, shoppers

Negative Personas

38

• Someone who always complains about your product? No!
• Definition? Type of user you are NOT designing for.
• Examples? Basecamp is a good example of an application that was not designed to accommodate

programmers’ (coders’) needs, like bug reporting for example.

• Key to a good design is not cramming the product with unnecessary features.

• Microsoft Word (behind) vs. Apple Pages
• Not the perfect example, but I’ll take any excuse to knock Microsoft
• Does the typical user superscript and subscript a lot?
• Or highlight and strikethrough?

Provisional Personas*

40

• Based on second-hand knowledge rather than qualitative research.
• Better than nothing at all. Why?
• Gives a means of communicating the target user
• Build consensus
• Make it clear you realize the shortcomings and pitfalls of shortcuts.
• Perhaps use a cartoon character to distinguish research-based personas versus provisional. A good idea?

What do you think?

Criticism of Personas

41

Lacks Scientific Rigor and Repeatability

42

Unnecessary Distance from Real Users

43

• Customer stories and immersion yield better, more realistic information?

Hard to get corporate buy-in.

44

Persona Examples

45

46

• What do you think of the name?
• What does this page do? Sets the environment.

47

• Goals? Attitudes? Aptitudes? Frustrations? Workflow?

48

• Goals? Attitudes? Aptitudes? Frustrations? Workflow?

49

• Goals? Attitudes? Aptitudes? Frustrations? Workflow?

50

• Goals? Attitudes? Aptitudes? Frustrations? Workflow?

51

• An example of an ineffective persona.
• A bunch of paragraphs is difficult to reference.
• Try to be visual even if using tables and charts.