Post on 27-Dec-2015
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Modeling Users:Modeling Users:Personas and GoalsPersonas and Goals
Cooper 5Cooper 5
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
TopicsTopics Why Model?Why Model? PersonasPersonas Personas as a Design ToolPersonas as a Design Tool Personas vs. User RolesPersonas vs. User Roles Personas vs. Market SegmentsPersonas vs. Market Segments User vs. Non-User PersonasUser vs. Non-User Personas
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
TopicsTopics GoalsGoals User GoalsUser Goals Non-User GoalsNon-User Goals Constructing PersonasConstructing Personas Persona TypesPersona Types Other ModelsOther Models Questions & DiscussionQuestions & Discussion
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Why Model?Why Model? Represent complex structures, Represent complex structures,
relationshipsrelationships Increased understanding, Increased understanding,
visualizationvisualization Based on raw, observed behaviorBased on raw, observed behavior Synthesize data patternsSynthesize data patterns
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
PersonasPersonas Help identify specific users and Help identify specific users and
needsneeds Identify primary, secondary usersIdentify primary, secondary users Helps choose the right individuals Helps choose the right individuals
to design forto design for
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Personas as a Design Personas as a Design ToolTool Identify what the product should doIdentify what the product should do Determine a product’s behaviorDetermine a product’s behavior Facilitates communication with Facilitates communication with
stakeholdersstakeholders Builds consensus and commitmentBuilds consensus and commitment Measures design effectivenessMeasures design effectiveness
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Personas as a Design Personas as a Design ToolTool Contributes to marketing and Contributes to marketing and
salessales Help resolveHelp resolve
– Elastic userElastic user– Self-referential designSelf-referential design– Design edge casesDesign edge cases
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The Elastic UserThe Elastic User Each designer has own idea of Each designer has own idea of
end userend user User definition becomes elastic to User definition becomes elastic to
fit designerfit designer Real users are not elasticReal users are not elastic
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Self-Referential DesignSelf-Referential Design Designers project own goals onto Designers project own goals onto
productproduct We tend towards technology for We tend towards technology for
it’s own sakeit’s own sake
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Design Edge CasesDesign Edge Cases Possible situationsPossible situations Usually not experienced by target Usually not experienced by target
personaspersonas Must be programmed forMust be programmed for Not the design focusNot the design focus
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Personas are Based on Personas are Based on ResearchResearch Interviews with usersInterviews with users Information from stakeholdersInformation from stakeholders Information from SMEsInformation from SMEs Market research dataMarket research data Market segmentation modelsMarket segmentation models Literature reviewsLiterature reviews
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Personas are RepresentedPersonas are Representedas Individualsas Individuals User models treated as actual User models treated as actual
individualsindividuals Represented as specific individualsRepresented as specific individuals Considered as real usersConsidered as real users Represent classes of users in Represent classes of users in
contextcontext Context specificContext specific
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Personas are RepresentedPersonas are Representedas Individualsas Individuals Not reusable across productsNot reusable across products Not archetypes or stereotypesNot archetypes or stereotypes Do not represent an average userDo not represent an average user Represent user examplesRepresent user examples May have a collection or cast of May have a collection or cast of
personas for a productpersonas for a product
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Personas vs. User RolesPersonas vs. User Roles Some similaritiesSome similarities
– Seek to describe relationships of Seek to describe relationships of users to productsusers to products
Roles are abstractionsRoles are abstractions Personas address goalsPersonas address goals Personas are more holistic modelsPersonas are more holistic models
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Personas vs. Market Personas vs. Market SegmentsSegments Market segments are based on Market segments are based on
– DemographicsDemographics– Distribution channelsDistribution channels
Personas are based onPersonas are based on– BehaviorsBehaviors– GoalsGoals
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
User vs. Non-User User vs. Non-User PersonasPersonas Non-user personas includeNon-user personas include
– Product reviewersProduct reviewers– ColumnistsColumnists– IT ManagersIT Managers– Purchasing agentsPurchasing agents
Driven by business goalsDriven by business goals
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GoalsGoals Drivers behind user behaviorsDrivers behind user behaviors Addressed via tasksAddressed via tasks Provide answers to product usage Provide answers to product usage
motivationmotivation Inferred from qualitative dataInferred from qualitative data Expressed as simple sentenceExpressed as simple sentence
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Types of GoalsTypes of Goals First priority in designFirst priority in design Goals may be different for:Goals may be different for:
– OrganizationsOrganizations– EmployersEmployers– CustomersCustomers– PartnersPartners– End usersEnd users
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
User GoalsUser Goals Life goalsLife goals
– Become an expert in my fieldBecome an expert in my field– Get promoted quicklyGet promoted quickly– Exhibit ethics and trustExhibit ethics and trust
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User GoalsUser Goals Experience goalsExperience goals
– Don’t feel stupidDon’t feel stupid– Minimize or eliminate mistakesMinimize or eliminate mistakes– Feel competent and confidentFeel competent and confident– Enjoy the product’s useEnjoy the product’s use
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
User GoalsUser Goals End goalsEnd goals
– Find the best price for a productFind the best price for a product– Finalize a press releaseFinalize a press release– Process customer ordersProcess customer orders– Create softwareCreate software
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Non-User GoalsNon-User Goals CustomerCustomer
– Parents, relatives, friendsParents, relatives, friends– IT Managers, purchasers, IT Managers, purchasers,
managementmanagement SecuritySecurity MaintenanceMaintenance CustomizationCustomization InstallationInstallation
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Non-User GoalsNon-User Goals CorporateCorporate
– Increase profitIncrease profit– Increase market shareIncrease market share– Defeat competitionDefeat competition– Use resources efficientlyUse resources efficiently– Offer more products or servicesOffer more products or services
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Non-User GoalsNon-User Goals Technical goalsTechnical goals
– Minimize memory useMinimize memory use– Run in a browserRun in a browser– Safeguard dataSafeguard data– Execute efficientlyExecute efficiently– Cross platform usage/consistencyCross platform usage/consistency
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Constructing PersonasConstructing Personas Incorporate information aboutIncorporate information about
– GoalsGoals– AttitudesAttitudes– Work or activity flowWork or activity flow– EnvironmentEnvironment– Skills and levelsSkills and levels– FrustrationsFrustrations
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Constructing PersonasConstructing Personas Revisit the personal hypothesisRevisit the personal hypothesis Map interviews to behavioral variablesMap interviews to behavioral variables Identify significant behavior patternsIdentify significant behavior patterns Synthesize characteristics and goalsSynthesize characteristics and goals Check for completenessCheck for completeness Develop narrativesDevelop narratives Designate typesDesignate types
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Revisit The Personal Revisit The Personal HypothesisHypothesis Compare patterns to assumptionsCompare patterns to assumptions Do not focus on demographicsDo not focus on demographics Behavioral variables are Behavioral variables are
paramountparamount 15 – 30 variables per role are 15 – 30 variables per role are
typicaltypical
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Map Interviews To Map Interviews To Behavioral VariablesBehavioral Variables Map interviewee against variable Map interviewee against variable
rangerange Precision is not criticalPrecision is not critical Relative placement is the goalRelative placement is the goal
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Mapping Subjects to Mapping Subjects to VariablesVariables
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Identify Significant Identify Significant Behavior PatternsBehavior Patterns Clustering of subjects may ID Clustering of subjects may ID
personapersona Clustered behaviors must be Clustered behaviors must be
causalcausal
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Synthesize Characteristics Synthesize Characteristics And Relevant GoalsAnd Relevant Goals Describe such things asDescribe such things as
– Potential use environmentPotential use environment– Typical workdayTypical workday– Current solutionsCurrent solutions– Frustrations with existing systemsFrustrations with existing systems– Relevant relationships with othersRelevant relationships with others
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Check For CompletenessCheck For Completeness Merge or separate personasMerge or separate personas Fill in gapsFill in gaps Insure distinctness and Insure distinctness and
completenesscompleteness
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Develop NarrativesDevelop Narratives Third person narrativeThird person narrative One to two pagesOne to two pages Not a short storyNot a short story Introduces personaIntroduces persona Sketches a day in the lifeSketches a day in the life Expresses personas product Expresses personas product
expectationsexpectations
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Designate TypesDesignate Types Primary PersonasPrimary Personas Secondary PersonasSecondary Personas Supplemental PersonasSupplemental Personas Customer PersonasCustomer Personas Served PersonasServed Personas Negative PersonasNegative Personas
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Primary PersonasPrimary Personas Primary target for interface designPrimary target for interface design Multiple interfaces for multiple Multiple interfaces for multiple
primary personas are possibleprimary personas are possible Not satisfied by designs targeted Not satisfied by designs targeted
to any other personato any other persona Compare goals of different Compare goals of different
personaspersonas
William H. Bowers – whb108@psu.eduWilliam H. Bowers – whb108@psu.edu
Secondary PersonasSecondary Personas May be satisfied by 1 or 2 May be satisfied by 1 or 2
additionsadditions Address needs without impeding Address needs without impeding
primaryprimary Typically, 0 - 2Typically, 0 - 2
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Supplemental PersonasSupplemental Personas Satisfied by primary personas’ Satisfied by primary personas’
interfaceinterface May be peripheral stakeholdersMay be peripheral stakeholders
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Customer PersonasCustomer Personas Not end usersNot end users Treated a secondaryTreated a secondary May be primary personasMay be primary personas
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Served PersonasServed Personas Not product usersNot product users Directly affected by product’s useDirectly affected by product’s use Served by interfaceServed by interface
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Negative PersonasNegative Personas Non-usersNon-users Purely rhetoricalPurely rhetorical Communicates who is not the Communicates who is not the
design targetdesign target
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Other ModelsOther Models Workflow or sequence reflectWorkflow or sequence reflect
– Process initiationProcess initiation– Information produced and consumedInformation produced and consumed– DecisionsDecisions– ActionsActions
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Other ModelsOther Models Artifact modelsArtifact models
– Online or paper formsOnline or paper forms– Capture commonalities and Capture commonalities and
differencesdifferences– Useful to ID best practicesUseful to ID best practices
Physical modelsPhysical models– Focus on layoutFocus on layout