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Personas 9-19-2012 Interaction Styles, continued Personas as a - - PowerPoint PPT Presentation
Personas 9-19-2012 Interaction Styles, continued Personas as a - - PowerPoint PPT Presentation
Personas 9-19-2012 Interaction Styles, continued Personas as a Design Tool Reading assignment: Persona an overview Building a Data-Backed Persona Death to Personas! Long Live Personas! Cooper, About Face 2.0: Chapters
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Need to have a good understanding of the problem space
specifying what it is you are doing, why, and how it
will support users in the way intended
A conceptual model is a high-level description of a product
what users can do with it and the concepts they
need to understand how to interact with it
Decisions about conceptual design should be made before commencing any physical or concrete design
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Interface metaphors are commonly used as part of a conceptual model Interaction types (e.g., conversing, instructing) provide a way of thinking about how best to support the activities users will be doing when using a product
- r service
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Instruc ructing ing
issuing commands using keyboard and function
keys and selecting options via menus
Conver ersing sing
interacting with the system as if having a
conversation
Manip ipulat ulating ing
interacting with objects in a virtual or physical
space by manipulating them
Ex Explo loring ring
moving through a virtual environment or a
physical space
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Continuous representation of objects and actions of interest Physical actions and button pressing instead of issuing commands with complex syntax Rapid reversible actions with immediate feedback on object of interest
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Novices can learn the basic functionality quickly Experienced users can work extremely rapidly to carry out a wide range of tasks, even defining new functions Intermittent users can retain operational concepts
- ver time
Error messages rarely needed Users can immediately see if their actions are furthering their goals and if not do something else Users experience less anxiety Users gain confidence and mastery and feel in control
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Some people take the metaphor of direct manipulation too literally Not all tasks can be described by objects and not all actions can be done directly Some tasks are better achieved through delegating rather than manipulating
e.g., spell checking
Moving a mouse around the screen can be slower than pressing function keys to do same actions
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Involves users moving through virtual or physical environments Examples include:
3D desktop virtual worlds where people navigate
using mouse around different parts to socialize (e.g., Second Life)
CAVEs where users navigate by moving whole
body, arms, and head
physical context aware worlds, embedded with
sensors, that present digital information to users at appropriate places and times
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www.secondlife.com
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Age, gender, physical and cognitive abilities, education, cultural or ethnic background, training, motivation, goals and personality Design goals based on skill level
Novice or first-time users
Knowledgeable intermittent users
Expert frequent users
User-centered Design
A “persona” as a design tool
2-12
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Profile of an archetype user Represents the needs of many Based on research
- cf. http://www.slideshare.net/ebacon/death-to-
personas-long-live-personas-presentation
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Example, without primary persona: designing a car to meet all needs
- 1. Alesandro’s goals (go fast, have fun)
- 2. Marge’s goals (be safe, be comfortable)
- 3. Dale’s goals (haul big loads, be reliable)
problem: wind up with a car that nobody wants
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The elastic user
Design team member has own preconceived
concept of user and user needs
Self-referential design
Designers project their own goals, skills and
mental models onto a product’s design
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Determine what a product should do and how it should behave. Persona goals and tasks provide the basis for the design effort. Communicate with stakeholders, developers and other designers. Build consensus Measure the design’s effectiveness Contribute to other efforts such as marketing and sales plans
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Archetype, not stereotype Capture user characteristics Not real people, but synthesized from real user characteristics Should not be idealized Bring them to life with a name, characteristics, goals, personal background Can develop multiple personas, but should
- nly have one primary persona
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“Design each interface for a single, primary persona.” Cooper, About Face 2.0, p. 71
- 1. Primary personas
- 2. Secondary personas
- 3. Other: supplemental, customer, served,
negative
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Primary persona
Only 1 primary persona per interface for a
product (may have multiple distinct interfaces, e.g. library user vs librarian)
Product must satisfy primary persona without
disenfranchising any of the others
Secondary personas
A persona who would be entirely satisfied by a
primary persona’s interface if a small number
- f additional needs were addressed
Typically 0 to 2 secondary personas
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1.Identify behavioral variables. 2.Map interview subjects to behavioral variables. 3.Identify significant behavioral patters. 4.Synthesize characteristics and relevant goals. 5.Check for redundancy and completeness. 6.Expand description of attributes and behaviors. 7.Designate persona types.
cf: About Face 3: The Essentials of Interaction Design, Alan Cooper, 2007; www.cooper.com
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First, rst, do the resea esearch rch (interview nterviews, , surv urveys, eys, etc.) .) A p perso rsona na is an archetype chetype (not
- t a s
stereotype) ereotype)
- 1. Identify behavioral variables - list distinct
aspects of observed behavior as a set of variables
Activities – what the user does; frequency and volume
Attitudes – how the user thinks about the product domain and technology
Aptitudes – what education and training the user has, capability to learn
Motivations – why the user is engaged in the product domain
Skills – user capabilities related to the product domain and technology
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- 2. Map interview subjects to behavioral variables
some variables represent a continuous range of behavior (e.g. from computer novice to expert), and other variables are discrete (e.g. uses digital camera vs. uses film camera).
e.g. for an online bookstore, some prefer best price & some good service:
service-oriented price-oriented p3 p2 p1 p5 p4
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- 2. (continued) After mapping subjects to
behaviors, look for significant behavioral patterns.
e.g. for an online bookstore, some prefer best price & some good service:
look for clusters in the above (e.g. you may find that users who regularly buy CDs also like to download MP3s); it should be meaningful, though (e.g. there’s no real correlation between users who regularly buy CDs and are vegetarians)
service-oriented price-oriented p3 p2 p1 p5 p4
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- 4. Synthesize characters and relevant goals