User-Centred Design and Personas

Gareth and Thea walked Christchurch through user-centred

design and personas in March 2013.!

!

Meet theteam.!!

This is Gareth.!!

This is Thea.!!

We’re 10 years old!!

!

8Interactive 8IN / AAPT APT / Accident Compensation Corporation ACC / AIG Insurance AIG / AIM Proximity AIM / Air New Zealand AIR / AMP / ANZ National Bank ANZ / APN Digital Media APN / Arc Innovations ARC / Archives New Zealand ACH / Asia New Zealand Foundation ASF / Auckland Council ACL / Auckland Museum AKM / Auckland Regional Transport Authority ART / Auckland Savings Bank ASB / Aurora Lodge AUR / Automobile Association AAI / Bank of NZ BNZ / BBDO Proximity Singapore BBD / BiosecurityNZ BIO / Boost New Media BOO / Breathe Communications BRC / Cancer Society of New Zealand CSO / CanTeen CTN / Canterbury of New Zealand CCC / Career Services CAR / Centre for Community Transformation CCT / Charities Commission CHC / Chrisco Hampers CHR / Christchurch City Council COU / CIGNA Life CIG / Client Codes.xls / Consumer CON / Contact Energy CEL / Countdown CTD / Creative New Zealand CNZ / Cyberport CYB / Dell DEL / Department of Building and Housing DBH / Department of Conservation DOC / Department of Internal Affairs DIA / Department of Labour DOL / Direct FX DFX / e-gov Watch EGV / Eagle Direct EDT / Effortmark EFM / Endace END / Epitiro EPI / Everytime EVT / Ezibuy EZI / Fairfax Digital FFD / Ferrit FRT / Firstlight ERA FLE / Fisher and Paykel Healthcare FPH / Fonterra FON / Foodstuffs FDS / Formway FMW / Foundation for Research Science and Technology FST / Francis Consulting FRC / FUNDIT FUI / Fusion Transactive FUS / Futrix FTX / Gallagher GLG / Gareth Morgan Investments GMI / Gen-i GEN / Gibson Sheat Lawyers GSL / Greater Wellington GRW / Green Realm Travel GRT / Greentree GTE / GSL Network GSN / Harrison Grierson Consultants Ltd HGC / Health Alliance HLA / Health Sponsorship Council HSC / Hewlett-Packard New Zealand HLP / HSA Global HSA / Hunter Safety HSL / IAG New Zealand IAG / Immigration New Zealand INZ / Infinity INF / Infopower POW / Inform IFM / Infotools ITL / Inland Revenue Department IRD / INRO INR / Institute of Chartered Accountants ICN / Intergen INT / International Nepal Fellowship INP / James Dunlop Textiles JDT / Kickstand-help.com KSD / Kineo Pacific (was Flexible Learning Network) FLL / KiwiBank KWB / KiwiRail KWR / Korero Maori KRM / Land Information New Zealand LNZ / Last.co.nz LST / LawFuel LWF / Learning Media LML / Les Mills International LMI / Lincoln University LIN / Local Government New Zealand LGN / Localist LOC / Loyalty New Zealand LOY / Mainfreight MAN / Maori Language Commission MLC / Marker MRK / Massey University MAS / Medical Assurance Society MSO / Mercury Projects MER / Meridian Energy MRD / Metservice MET / Mighty River Power MRP / Ministry for Culture and Heritage MCH / Ministry of Agriculture and Forestry MAF / Ministry of Consumer Affairs MCA / Ministry of Economic Development MED / Ministry of Education MOE / Ministry of Foreign Affairs and Trade MFT / Ministry of Health MOH / Ministry of Justice MJS / Ministry of Social Development MSD / Ministry of Tourism MTM / Ministry of Transport MOT / MyInfoSafe MIS / National Energy Research Institute NER / Navico NVO / Navman Technology New Zealand NAV / New Zealand Couriers NZC / New Zealand Defence Force NZD / New Zealand Emission Units Register EUR / New Zealand Film Commission NFC / New Zealand Food Safety Authority NFS / New Zealand Green Building Council NGB / New Zealand Herald NZH / New Zealand Institute of Chartered Accountants ICA / New Zealand Lotteries NZL / New Zealand Natural Clothing NNC / New Zealand On Screen NOS / New Zealand Police POL / New Zealand Post NZP / New Zealand Trade and Enterprise NTE / New Zealand Transport Agency NTA / Nielsen NetRatings NNR / NZBio NZB / Office of the Auditor General OAG / Open Polytechnic OPT / Orcon ORC / Outward Bound OWB / Palmerston North City Council PNC / Palmerston North City Library PNL / Parliament Counsel Office PCO / Parliamentary Services PLM / Paymark PMK / Peace Software PSW / Perweek PWK / PGG Wrightson PGW / Pivot Software PVT / Positively Wellington Tourism PWT / Powershop PSL / Professionals Real Estate PRO / Provenco PRV / PSIS PIS / Quit Group QUG / Quotable Value QVL / Rabobank RAB / Real Estate Institute of NZ RNZ / Red Vespa RED / Reserve Bank of New Zealand RBN / Retirement Commission RCO / Save The Children STC / Scoop SCO / Sell me Free SMF / Serato Audio Research SAR / Silverstripe SIL / SirValUse SVU / Sky Network Television STV / SMX / Snapper Services SNP / Software Education SFE / Sonar6 SON / Southern Cross SCO / Sovereign Insurance SOV / SPARC Aotearoa SPA / Sparks Interactive SPK / Sproket Markets SPR / Standards NZ STD / State Insurance STE / State Services Commission SSC / Statistics New Zealand SNZ / Student Management Software Solutions SMS / Superstructure SUP / Tax Refunds TXR / Te Papa TEP / Team-Up TUP / Telecom TNZ / Television New Zealand TVN / TESCO TES / Text2Get TXG / The Rees TRS / The Warehouse Ltd TWL / The Write Group TWG / Thomson Reuters THR / Toi Designz TOI / Tourism Holdings Limited THL / Tourism New Zealand TOU / Tower Insurance TOW / Trade Me TME / Treasury Department TRY / Tru-Test TRU / TV3 / Two (2) Degrees TWO / Unimarket UMK / Unitec UNI / University of Auckland AKU / University of Canterbury UCB / University of Otago OTA / Unlimited Realities URS / uPlay UPL / User Centric / User Centric USC / User testing step down - Planning / Vero VRO / Victoria University VUW / Vinacom VIN / Vodafone VDF / Warehouse Stationery Ltd WSL / Wassp Ltd WAS / Webstruxure (was sirlochlin) SIR / Wellington City Council WCC / Wesfarmers / Westpac WBC / Wigley & Company WGC / Winsborough WIN / woolworths.co.nz WOL / World Vision WDV / Xtra XTA / Yahoo!Xtra YAH / Yellow Pages Group YPG / Z Energy ZED / Zeacom ZCM / ZYPE ZYP /

200+Clients"

We’ve worked with a bunch of companies

across about 20 industries

!

UCD"This is what we do: user-centred

design. More about this shortly.!

!

UCD helps prevent this from

happening.!!

World class companies don’t compete on services, products,

technology, or features."

They compete on experience."

And world-classexperience = user insight +

user-centred design."

"""Our mission"Transform New Zealand organisations into providers of world class customer experiences"

And this is why we exist.!

!

Two case studies.One good. One not good.

"

Why you should care."

Introducing user-centred design."

Personas."

Questions.!

Here’s what we’ll cover.!

!

These guys do a pretty good job.

Except when it comes to TXT-a-park…!

!

You live in Auckland. You want to head

into town. You take your car.!

!

Good – loads of carparks.!

!

Less good: you have to pay for

them.!!

Good: there are payment options. Except, you don’t have coins, and you can’t

figure out which way round your card goes. So you use

your phone.!!!

It is appalling."

However…!!

1,188Complaints about TXT-a-Park"Nationwide, 2011-2012. Source = NZ Herald, February 3, 2013!

Hmmm…!!

Read this in the paper last

weekend.!!

Saw these two ladies yelling at

TXT-a-park.!!

This is a video of a UX consultant taking 3

minutes to attempt to use TXT-a-park, before

abandoning in frustration.!!!

1

Step 1. Read instructions.!

!

2

Step 2. Push TXT-a-Park.!

!

3

Step 3. Find the number to

TXT to.!!

4

Step 4. Find the simultaneous

equation to TXT to that number..!

!

5

Step 5. Find the machine code, the

first part of that simultaneous

equation.!!

6

Step 6. Find a code, that

relates to a $.!!

7

Step 7. Find the time frame that relates to

that $.!!

7275 62061"Where 1 = $1.50 = 30 minutes"

A B C

D E

Let’s recap…!!

1 = $1.50 = 30 minutes*"2 = $3.00 = 60 minutes*"3 = $4.50 = 90 minutes*"

4 = $6.00 = 120 minutes*"5 = $12.00 = 180 minutes*"6 = $18.00 = 240 minutes*"

!*Except on Saturdays.

Oh, and there’s a 50c transaction fee.!

And those simultaneous equations…!

!

1 = $1.50 = 90 minutes"2 = $3.00 = 180 minutes"3 = $4.50 = 270 minutes"4 = $6.00 = 360 minutes"

"5 = $12.00 = 720 minutes"6 = $18.00 = 1080 minutes"

It’s trickier on the weekend. Guess

what the line is for?!!

$0!

$10!

$20!

1! 2! 3! 4! 5! 6! 7! 8! 9! 10! 11! 12! 13! 14! 15! 16! 17!

M-F S-S

Pay for anything to the right of the line, and you’ve paid to park for longer than you can park for…!

!

8

Step 8. Send the TXT. Note

the error feedback…!

!

9

Step 9. Push OK. If you

don’t: it’ll reset.!!

Not such a good

experience.!!

In fact, it’s tragic. Because if AT had

involved users in the design process, I this

experience could have been vastly superior.!

!!

""

""

80% of companies believe theyprovide a superior proposition"

"Source = a Bain & Co. survey of 400 firms!

Perception.!!

""

""

…but just 8% of their customersagree with them"

"Source = a Bain & Co. survey of 400 firms!

And reality.!!

""

""

64% of shoppers have immediately bought from a competitor after poor service"

"Source = Oracle’s 2012 CX Index Report!

And consequences.!

!

Okay, a better example of actual

user-centred design.!

!

""

""

The portion of New Zealand’s foreign exchange earnings from Tourism for the year ended March 2012 – 15.4%, or $9.6B"

"Source = Tourism Industry Association New Zealand!

Tourism is a key industry for NZ. And Tourism’s

newzealand.com website is a key link between the 60M

people considering NZ as a destination, and our tourism

operators.!!!

Since we completed the usability improvements to the site we have

seen important increases in consumer engagement – views of content… is up 47 per cent and there has been increased use of functionality such as… the Trip Planner

tool – which is up 300 per cent""

Catherine Bates, GM Brand and International PR, Tourism NZ!

And involving users in the design of that website has made a

big difference to it’s use.!

!

Redesign criticalnewzealand.com

user journeys"

Our brief.!!

The old site. Looked good. But didn’t work

good.!!

Expert Review"Personas"

Tree Testing"Card Sorting"Co-Design"

Interaction Design"User Testing"

Here’s the full programme of UCD work we did on the site.!

!




That involved research.!

!




Design.!!




Testing and iterating.!

!

Let’s start with an expert review. We throw 2

experts at the site to identify what users might

struggle with.!!

And we complete a system usability score

benchmarking exercise. Newzealand.com fell just below good. Which is not

so good.!!

81 Usability findings"

Our experts found 81 issues. That’s

not a large amount.!!

30 Critical / major issues"

But 30 critical / major issues – issues that prevent users from

completing tasks – is a big deal.!

!

Things like disconnected navigation, or separation

between content andcalls-to-action.!

!!

Or similar content pop-ups with completely

different layouts.!!

Overall, loads of people keen on NZ, and loads of good content. Poor interaction

design meant users took time learning to find content, instead of engaging with

the content.!!!




Methodology 2: Personas.!

!

A persona is a fictitious person who embodies all of your research and is used in design""Richard Douglass, Optimal Usability, 2012"

We had marketing personas, and shedloads of research on our active considerers. But what those marketing personas didn’t tell us was what differentiated the needs of our users when using newzealand.com, nor the process of how to design for those users""Dave Brem, Websites Manager, Tourism New Zealand, 2013"

Here’s an output from these personas.

Characters with tourism-specific history, gathered

via research.!!

These personas were pulled together after conducting dozens of interviews with people considering NZ as a

destination.!!!

The main benefit of a user profile is as a reminder that you’re not the user. A persona helps you make detailed decisions based on validated research""Thea Myers, Optimal, 2012"

If you have enoughinfo to create a 60 page book, then you’ve gota persona""Kris Nygren, Optimal, 2012"

These persona posters are still sitting on our desks. We use them in all our work. They are baked into our process""Dave Brem, Websites Manager, Tourism New Zealand, 2013"




Methodology 3. Tree-testing.!

!

Tree-testing is about determining the

‘findability’ of information within your information

architecture (IA).!!

We use a tool called

Treejack. Google it.!

!

1 of 4 You’re traveling to New Zealand and want to find out more about Maori customs before you leave. Where would you find that?

It allows us to launch a survey asking users to

complete a task by indicating where they

would find the answer to that task within an IA.!

!!

Your IA gets a score, et. al.!

!

And a mindmap that shows the different paths users took to find the answer to

each task.!!

Iterate"Once you’ve got a score,

tweak your IA and retest.!

!

We treejacked more than we planned to. They key is to choose the right tasks to test""Dave Brem, Websites Manager, Tourism New Zealand, 2013"




And for those trickier parts of

the IA – card sort.!

!

Again: we use a survey tool

called OptimalSort.!

!

It allows you to create virtual ‘cards’, and allows users to sort those cards into categories – of their

own, or predefined by you.!

!!

For newzealand.com, card sorting

suggesting two IA variants. By activity

type…!!

…or by intensity. So

we tested both!!!




We used concept / collaborative design

workshops to generate as many alternative designs

to tricky problems as possible.!

!!

Here’s one.!!

Here’s another one.!!

Oh, and here’s another one.!

!

And here’s a typical co-

design output.!!

And here’s a detailed iteration.!

!

After the workshop, we summarise the main themes.!

!

And assess them against business and user criteria.!

!




And agree which elements to

progress further into detailed interaction

design.!!

Interaction design isn’t about colours, fonts, or the look of a site. It’s about designing the

things people want to do, so that they work.!

!!

These are some annotated wireframes

– the notes describing the detail of key interactions.!

!

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We used these prototypes during user testing…!

!




User testing is about getting actual users to complete actual tasks,

and aggregating insights from observing several users.!

!

Because newzealand.com’s

users aren’t in NZ, we had to test in their

context, in their language.!

!!

In America, China, and Australia.!

!

From testing, we aggregate insights and

recommendations, and…!!

Iterate"Mmm-hmm.!

!

newzealand.com"

Go check out the site. It’s

good : )!!

Following a year of continuousdesign and usability improvements…

resulting in the site's strongest 12 month period – visits are up four per cent and referrals up 18 per cent for

the year ending 31 January (2013)""

Catherine Bates, GM Brand and International PR, Tourism NZ!

Just to put that in context,18 per cent means hundreds

of thousands more active considerers contacting NZ tourism operators – this is

our reason for being""

Dave Brem, Websites Manager, Tourism NZ, 2013!

RE Okay. Let’s

recap UCD…!!

INVOLVE USERS EARLY

INVOLVE USERS OFTEN

ITERATE, ITERATE, ITERATE

Personas"

Thea Myers

Right. Now, about

personas.!!

Thea

Thea’s one of our senior designer /

consultants.!!

forkl i f t dr ivers • commercial fishers • le isure sai l ing and fishing!

call centre agents • physicians • banking & mobile phone consumers!

international travelers • international tourists to nz • life insurance buyers!

car insurance buyers • health insurance buyers • business insurance buyers!

home insurance buyers • small business owners • people establishing a business!

IT professionals • receptionists • alcohol drinkers • medical device dealers!

sufferers of sleep apnea • grocery buyers • courier package senders!

Thea’s done heaps of persona projects.!

!

So what are Personas and why do we use them?

1. A persona is a realistic archetype serving as a surrogate for one segment of a system’s (or part of a system’s) actual targeted audience.

Persona per SŌ na’ [noun]

So, the dictionary

definition of a persona is…!

!

1. A persona is a realistic archetype serving as a surrogate for one segment of a system’s (or part of a system’s) actual targeted audience.

Persona per SŌ na’ [noun]

Stand-in user

Yeah yeah yeah. Personas are

basically just stand-in users, based

on research.!!

•  The design team is an actual team, with more than a single person working the entire process from ideation through implementation. !

•  The team members are different from their users (true most of the time.)!

•  The team members do not have regular interaction directly with users!

•  Different users will interact with the product or service differently because they have different intentions, context, knowledge, skills, or experience.!

Useful when:"

-Jared Spool

Here’s an example output from a persona research

project. Not Optimal’s, just an example Thea

found online.!!

Here’s another one.!!

And another one.!!

And another one. This time with an action

figure.!!

And another one.!!

How to create Personas

1.  User research

2.  Analysis

3.  [Scene missing]

4.  Voila! Personas!


A four-step process – with the

third step being the tricky one.!

!

1.  User research

2.  Analysis




Always start with research. Read what you have now.

Interview stakeholders. Interview customer-facing

roles. Talk to users – 10-20 is reasonable.!

!

1.  User research

2.  Analysis




Then, analyse what your

interview data.!!

Step away from the people you

interviewed, and see them as a

collection of data.!!

Plenty of ways of conducting

analysis – all of which involve post-it notes…!

!

1.  User research

2.  Analysis




Now for the magic.!!

This ‘scene-missing’ step is about transforming that data into personas. This

isn’t creative writing – but more breathing life into

your data.!!!

1.  User research

2.  Analysis




And you’re done. Right?!

…!!

How to use Personas

You guessed it: nope. You’re only halfway. Now you have to use those

personas.!!

!ey are a tool, and like any tool, you must know how to wield them!

How to use Personas

Personas are not the one source of truth. They can help you find it, but if it’s high risk, you’ll still need

to test it with actual users.!

!!

Lessons learnt

Okay, so Thea has learned a few

lessons while working on these persona projects.!

!

Lessons learnt

De"ne your scope well, and be prepared to scale the research!

Like this one: define your scope well. Are you interested in all

customers, or just those using your site, or just a

part of your site?!!!

Make sure you’re talking to

enough of the right people about the

right stuff.!!

Be prepared to up-scale your research if

you feel there are gaps in understanding, or

new user groups.!!!

Lessons learnt

Consider who will be using the personas, design for them

And make sure you design the output from persona research to

work for the people who will use those outputs.!

!!

You might be best starting out with rough

and ready sketch profiles to remind your designers that they are

not the user.!!!

How you represent personas with images is

important too. Use believable pictures – this is Thea’s mom!!

!

Stock photos are pretty shocking.

Apparently this is what doctors and nurses look like.!

!

And this is what ‘women laughing alone with salad’

looks like…!!

Patty Persona

Lorem ipsum dolor sit amet, consectetuer

adipiscing elit, sed diam nonummy nibh

euismod tincidunt ut laoreet dolore magna

aliquam erat volutpat. Ut wisi enim ad minim

veniam, quis nostrud exerci tation ullamcorper

suscipit lobortis nisl ut aliquip ex ea commodo

consequat. Duis autem vel eum iriure dolor in

hendrerit in vulputate velit esse molestie

consequat, vel illum dolore eu feugiat nulla

facilisis at vero eros et.

The outputs from lightweight persona

work are often best left at the same sketch

fidelity as the research.!!!

Lessons learnt

Keep them alive!

And most importantly: keep them live! Evolve

them. Re-interview people and adapt. They will stagnate and die if

not fed.!!

Lessons learnt

Keep them alive!

(!is takes effort money)

That does take some effort to do.!

!

How can we help?""[email protected] / +64 21 706 166"[email protected] / +64 21 740 750"

User-Centred Design and Personas

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