Patricio Maller - Pablo Piccolotto

Products with personality: tools to

define trait-based design principles

Team

Creation

Proto-

PersonaMood board

& Emotion

Wheel

Experience

MapDesign

Principles

Personality

“”

People’s style in dealing with the world and particularly, dealing with other

people.

Carl Gustav Jung (1875-1961)

Product Personality

“”

The set of human personality traits used to describe how a product will interact

with a user.

Personality

behavior

emotion

motivation

thought patterns

Differences and similarities

Stable trait across situations and time

Reliability

Test different times, same results

1.

Validity

Are you testing what you are supposed to test?

2.

The Big 5 OCEAN

Openness (inventive/curious vs. consistent/cautious)

Consciousness (efficient/organized vs. easy-going/careless)

Extraversion (outgoing/energetic vs. solitary/reserved)

Agreeableness (friendly/compassionate vs. analytical/detached)

Neuroticism (sensitive/nervous vs. secure/confident)

Ice-breaking

Team’s name: ……………

Get to know each other:

Ice-breaking

Homer- The simple minded, live in the

moment father of the show makes him the

star of the show. ESTP

Marge- The loyal wife of Homer, who tries

to keep the family in order. ISFJ

Bart- The rebellious, action loving son of

Homer and Marge. Not always inclined to

follow rules, and lacks structure, Bart’s

type is an ESTP

Lisa- Creative and kind, the daughter of

Homer and Marge is clearly an INFJ.

Team

Creation

Proto-

PersonaMood board

& Emotion

Wheel

Experience

MapDesign

Principles

“

”

A persona is a representation of a user, typically based of user research and incorporating user goals, needs, and

interests.

Marketing personas focus on demographic information, buying motivations and concerns, shopping or buying preferences, marketing message, media habits and such

Proto-personas are used when there is no money or time to create true research—based personas – they are based on secondary research and the team’s educated guess of who they should be designing for

Design personas focus on user goals, current behavior, and pain points as opposed to their buying or media preferences and behaviors. They are based on field research and real people. They tell a story.

They reflect patterns observed in research They focus on the current state, not the future Are realistic, not idealized Describe a challenging (but not impossible) design

target Help you understand users’

Context Behaviors Attitudes Needs Challenges/pain points Goals and motivations

Proto-persona

Proto-persona

High school student, lives with his parents and younger sister Emily (13). His parents recently divorced. He lives in a friendly neighboring of Eugene (OR). He is not good at sports (any sport), but he loves chemistry and computers.

Justin (16) - INFP“My only birthday wish is

that my parents wouldn't do anything to

embarrass me.”

He would like to have a car, nothing fancy, just something to take Hannah for a ride. For years, he has been trying to ask her out, but she seems to be more interested in Brandon –the class athlete-.

Justin enjoys playing with his computer, Xbox, PSP4 and watching TV.

He has some troubles interacting with girls, specially with Hannah -a classmate

he felt in love when he was 6-.

Something like this! (30 min)

Jung-Myers-Briggs Test http://goo.gl/8OsTX6

Team

Creation

Proto-

PersonaMood board

& Emotion

Wheel

Experience

MapDesign

Principles

Conversational construction

Trigger

Stimuli

“”

Moodboards are a collection of visual images gathered together to represent an emotional responses to a design brief.

Individual

response

Team

construction

Moodboards

• style, tone, personality, and feeling

• facilitate conversation with the client that

will result in an effective design direction.

• Moodboards are abstract

Moodboards

• emotion is a psychological phenomenon

• stimulus-response paradigm

• emotion elicitation and emotion recognition

Something like this! (20 min)

Emotions

•Robert Plutchik's psychoevolutionary theory of emotion

•Plutchik proposed that 'basic' emotions are biologically primitive and have evolved in order to increase the reproductive fitness of the animal.

•Emotions trigger behaviors with high survival value, such as the way fear inspires the fight-or-flight response.

Basic emotion Basic opposite

Joy Sadness

Trust Disgust

Fear Anger

Surprise Anticipation

Human feelings

(results of

emotions)

Emotions Opposite

Optimism Anticipation + Joy Disapproval

Love Joy + Trust Remorse

Submission Trust + Fear Contempt

Awe Fear + Surprise Aggression

Disapproval Surprise + Sadness Optimism

Remorse Sadness + Disgust Love

Contempt Disgust + Anger Submission

Aggressiveness Anger + Anticipation Awe

Wheel of emotions

•This wheel is used to illustrate different emotions and how they relate to each other.

•8 primary bipolar emotions

•Connections between the idea of an emotion circle and a color wheel. Like colors, primary emotions can be expressed at different intensities and can mix with one another to form different emotions.

“

”

An experience map is a strategic process of capturing and communicating

complex customer interactions. The activity of mapping builds knowledge and

consensus across your team, and uncovers major experience problems and

opportunities.

Not about following...

Users are not

(always) right!

Personality type compatibility

Team

Creation

Proto-

PersonaMood board

& Emotion

Wheel

Experience

MapDesign

Principles

worries and concerns

assessment of the points of

contact

¿how do we discover it

exists?

how can we make the

user to come back ?

how can we make to get

referred?interaction

#1interaction

#2interaction

#3…

what does he/she feel, think and

do?

motivations and goals

product response

worries and concerns

assessment of the points of

contact

¿how do we discover it

exists?

how can we make the

user to come back ?

how can we make to get

referred?interaction

#1interaction

#2interaction

#3…

what does he feel,

think and do?

motivations and goals

product response

Team

Creation

Proto-

PersonaMood board

& Emotion

Wheel

Experience

MapDesign

Principles

Share your thoughts

Thanks!

Backup

Senior guy in Town

Geo located “what to do” guide for Seniors: public transportation e-coupons for discounts, health recommendations (“buy water now”), where to take your grandchild´.

1

Homework complete

Help mom´s help their kids with homework. Sharing community (based on exchange of links, videos, and resolutions of most common assignments)

Never again dive 2-hours in Google to know the difference between roman and greek soldiers outfits!

2

Bureaucracy cut

Step by step assistant (real time) to paperwork and deals. From getting a drivers license to a tourist visa, work the system to save time and pay less fees.

Not just a list of steps. Get help real time!!

3

Active Kid´s World

Virtual world for kids promoting physical activity and healthy habits.

Your kids can get coins, earn badges and improve their world based on physical activity and feeding patterns.

I we can´t go against the flow, make the flow work for us.

4

Ask her out

Make those hard moments of dating so smooth you will think Cupid is behind your back. This app will help you set the details of a date, and “automagically” send subtle invitations to that special person.

5

Patricio MallerPatricio Maller holds a computer science degree and a Master of Science in computer

sciences (2000) with focus on human-computer interaction. He was a Fulbright Scholar

at The University of Alabama between 1998 and 2000, completing research on the

application of socio-cognitive theories to the acceptance of IT technology. Patricio is a

UX leader at Intel Security, working since 2006 at the Argentina Software Design

Center (ASDC). Patricio also worked at Motorola, and the educational initiative educ.ar,

leading a complete redesign.

Patricio has authored many articles related to processes Agile and UX, and is currently

a researcher at the Aeronautic University Institute.

Pablo PiccolottoPablo Piccolotto is a Human Factors Engineer currently leading the User Research Lab team at

Intel -a team in charge of designing and executing all kinds of studies and experiments to

create amazing experiences from the inside out-. Besides, he is member of Intel’s UX-UIA

Intellectual Property committee. He has authored 5 patents in the name of Intel and 20

invention disclosure forms so far. He has been working in the Argentina Software Design

Center (ASDC) since 2008 and he has +10 years of full time professional work experience in

the Software Industry.

He graduated with honors earning his Software Engineering degree at the early age of 22 with

the best Grade Point Average (GPA) of the Province of Córdoba, Argentina (9.53 out of 10). He

holds an MBA, a postgraduate degree in Engineering Management, a postgraduate degree in

Management of New Technologies from Ajou University (South Korea) and he is currently

pursuing a Doctorate.

In addition to his career at Intel, Pablo is a postgraduate professor of Innovation, part-time

researcher (R&D) and he teaches 2 different engineering subjects at a local University.

UX design is stretching beyond traditional goals of usability and efficiency into the emotional attachment of desirability, seductiveness, and

persuasion. The next big challenge bridging the gap between users’ social behavior and product design is to infuse personality into the products that

we create. Designing personality can lead to more satisfying and meaningful relationships with users.

Personality design has been around for a long time, and there are multiple methods that designers have employed. However, agreeing on design

principles from personality traits is still empirical, and requires some craftsmanship from the team. Complexity of the tools range from simple mood

boards to models of behavior, with origins mainly in psychology, visual design and marketing.

In this workshop, we will experience 4 different tools for personality design, suitable for participatory design sessions that will help define design

principles based on traits for our products. We will work with mood boards, Plutchick´s emotions wheel, complements to target personas and

enriched user journeys.

Finally, we will synthesize the results using a tailored Myer-Briggs’ typological personality framework (based on Jung´s school of personality types)

to outline our trait-based design principles.The workshop is targeted to a broad audience with a basic knowledge of products design, personas and experience maps.

Products with personality: tools to

define trait-based design principles

No dejes de completar nuestra encuentra online

isa.ixda.org/2015/encuesta

¡Muchas gracias!

Patricio Maller - Pablo Piccolotto

Products with personality: tools to define trait-based

design principles