Persona ModelerRevealing who is coming to your site

Dana Chisnell@danachis#makingsense

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Friday, March 1, 13

Matthew

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MatthewAttorney House in Tel Aviv MarriedLoves his BlackberryHates emailReads NYTimes on iPadAddicted to Words With Friends

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Buying tickets on a university web site for the Big Game

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Edith

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EdithFollows American sports, especially baseballHates ESPN.com Loves face-to-face online

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Dennis

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DennisBuilding contractor Cell phone is for calling home Very tuned in to current eventsSees no usefulness in FacebookRecently more absent-mindedDifficulty doing standard calculations

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Jane

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Jane1,000-acre farm Tweets soil chemical readings Tablet instrumented to aggregate data

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You: designer & developer

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You: designer & developerHow do you design for these people based on what you know?

Friday, March 1, 13

You: designer & developerHow do you design for these people based on what you know?

Friday, March 1, 13

You: designer & developerHow do you design for these people based on what you know?

Think about each of the people as you answer these questions:

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What can we say about how persistent the person is?

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How pro-active will this person be in solving problems?

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How easily will this person become frustrated?

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How tech savvy is this person?

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How literate is this person in the domain?

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Little data, lots of assumptions

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How old are they?

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MatthewBlackberry-loving attorney

How old are they?

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MatthewBlackberry-loving attorney

How old are they?

54

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MatthewBlackberry-loving attorney

How old are they?

54

EdithESPN.com-hating Hangouts fan

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MatthewBlackberry-loving attorney

How old are they?

54 83

EdithESPN.com-hating Hangouts fan

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MatthewBlackberry-loving attorney

How old are they?

54 83

EdithESPN.com-hating Hangouts fan

DennisFacebookwhat?

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MatthewBlackberry-loving attorney

How old are they?

54 83 28

EdithESPN.com-hating Hangouts fan

DennisFacebookwhat?

Friday, March 1, 13

MatthewBlackberry-loving attorney

How old are they?

54 83 28

EdithESPN.com-hating Hangouts fan

DennisFacebookwhat?

JaneFarmer nerd

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MatthewBlackberry-loving attorney

How old are they?

54 83 28 60

EdithESPN.com-hating Hangouts fan

DennisFacebookwhat?

JaneFarmer nerd

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How old are they? How educated are they?

How much money do they make?

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These don’t matter.

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If demographics don’t matter, what do you do?

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Ask the right questions

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• persistence with tech

• tolerance for risk & experimentation

• how patient, how easily frustrated

• tech savviness, expertise

• strength of tech vocabulary

• physical or cognitive abilities

Ask the right questions

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•Attitudemotivation, emotion, risk tolerance, persistence, optimism or pessimism

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•Attitudemotivation, emotion, risk tolerance, persistence, optimism or pessimism

•Aptitudecurrent knowledge, ability to make inferences, expertise

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•Attitudemotivation, emotion, risk tolerance, persistence, optimism or pessimism

•Aptitudecurrent knowledge, ability to make inferences, expertise

•Ability physical and cognitive attributes

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!

A3

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Technique‣ Focus on the attributes that matter

‣ Account for what the user brings to the design

‣ Adjustable to context, relationships, domain

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Tool‣ Framework to think about provisional or proto-

personas (little or no data)

‣ Schema to evaluate existing personas’ strength of coverage

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Collaboration tool‣ Do our personas cover all the right attributes?

‣ Have we heard from all the users we need to hear from?

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Task + functionality

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Task + functionality

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Task + functionality

Buying tickets on a university web site for the Big Game

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Task + functionality

Buying tickets on a university web site for the Big GameHome or visitor?

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Task + functionality

Buying tickets on a university web site for the Big GameHome or visitor?

Suites or Varsity Club?

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Task + functionality

Buying tickets on a university web site for the Big GameHome or visitor?

Suites or Varsity Club?Student section?

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Task + functionality

Buying tickets on a university web site for the Big GameHome or visitor?

Suites or Varsity Club?Student section?

Drunk girls section?

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Ask the right questions

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• Who is the most persistent when it comes to working with technology?

Ask the right questions

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• Who is the most persistent when it comes to working with technology?

• Who is the most likely to experiment and create workarounds when something doesn’t work the way they expect?

Ask the right questions

Friday, March 1, 13

• Who is the most persistent when it comes to working with technology?

• Who is the most likely to experiment and create workarounds when something doesn’t work the way they expect?

• Who do you think will give up when they encounter frustrations out of impatience?

Ask the right questions

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Ask the right questions

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• Which one has the most tech expertise? Which one strikes you as the least tech savvy?

Ask the right questions

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• Which one has the most tech expertise? Which one strikes you as the least tech savvy?

• Which one is the most likely to call tech support to help them get out of some tech pickle?

Ask the right questions

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• Which one has the most tech expertise? Which one strikes you as the least tech savvy?

• Which one is the most likely to call tech support to help them get out of some tech pickle?

• Who will have the most advanced tech vocabulary when they do call for support?

Ask the right questions

Friday, March 1, 13

Matthew

Friday, March 1, 13

MatthewAttorney House in Tel Aviv, marriedAssistant books reservations Loves his BlackberryHates emailReads NYTimes on iPadAddicted to Words With FriendsDoesn’t spend a lot of time on the Web Avid hiker and birderBad knees Needs Rx eyepiece for scope

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!

Where does Matthew fit?

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!

Where does Matthew fit?

M

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!

Where does Matthew fit?

M

M

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!

Where does Matthew fit?

M

M

M

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Edith

Friday, March 1, 13

EdithAvid sports fanFollows Detroit Tigers Hates ESPN.com Loves face-to-face onlinePicked up Skype early, quickly Prefers Google Hangouts Dropped FaceTime - gestures were frustrating

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!

Where does Edith fit?

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!

Where does Edith fit?

E

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!

Where does Edith fit?

E

E

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!

Where does Edith fit?

E

E

E

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Dennis

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DennisBuilding contractor Married to a nurseThey have 2 kids8-year-old cell phone Gets current events on the Web Sees no usefulness in FacebookTrouble sleeping, easily distractedServed in the military: Blunt Force Brain Trauma

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!

Where does Dennis fit?

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!

Where does Dennis fit?

D

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!

Where does Dennis fit?

D

D

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!

Where does Dennis fit?

D

D

D

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Jane

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Jane1,000-acre farm 12 different systems every dayTweets soil chemical readings Smartphone alerts from exchangesTablet instrumented to aggregate dataMinimized manual inputArthritic thumbsNeeds stronger progressive lenses

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!

Where does Jane fit?

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!

Where does Jane fit?

J

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!

Where does Jane fit?

J

J

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!

Where does Jane fit?

J

J

J

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!

A3 Persona modeling

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A3 Persona modeling

M

M

M

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!

A3 Persona modeling

M

M

M

E

E

E

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!

A3 Persona modeling

M

M

M

E

E

E

D

D

D

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!

A3 Persona modeling

M

M

M

E

E

E

D

D

D

J

JJ

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How do design decisions change with these attributes?

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How do design decisions change with these attributes?

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Subtlety of affordances

Size of targets

Directness of the happy path

Feedback modalities

Labeling & trigger words

Amount of copy

Wording of instructions & messages

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If you had this tool, what would you do next?

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If you had this tool, what would you do next?What would be different for your design?

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A3 Persona modeler

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• Designing for attitude, aptitude, & ability

• Accounting for what the user brings to the design

• Checking that personas cover the right things

A3 Persona modeler

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Big ideas

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Persona modeler: fast way to visualize users by asking important questions

framework for talking about who users are

can tell which users might be missing

works with any amount of data

middle ground between demographics and research-based personas

Big ideas

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Where to learn more

Dana’s blog: http://usabilitytesting.wordpress.com

Download templates, examples, and links to other resources from www.wiley.com/go/usabilitytesting

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dana@usabilityworks.net

www.usabilityworks.net 415.519.1148

@danachis

Dana Chisnell

Friday, March 1, 13