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Slides from a talk I did in 2012 for Coloft Academy in Santa Monica. At the time, I was constantly dumbfounded by how few UX/UI "professionals" were researching, talking to, or even thinking about users. This is still a problem. So, this talk is about refocusing design on the people that we do it for: the users. Who are they in the first place? How do we learn more about them? What are user personas and how do we make them actionable?
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putting the “user” back in
user experience
coloft academy12.18.2012
who are you?
skot carruthfounding partnerphilosophie
what is ux?
“User experience” encompasses all aspects of the end-user’s interaction with the company, its services, and its products.
nielsen norman group
what is ux?
everything.
© 2009 iA
internal factors
• Personal History• Mood• Culture• Education• Motivations
a.k.a. “User”
external factors
• Location• Distractions• Devices• Relationships
a.k.a. “Context”
what is ucd?a process.
1. Identify the users2. Research the users3. Design and prototype4. Test with the users
this isn’t new
Human
Factors
40s 50s 60s 70s ‘84 90s
The Des
ign of
Everyd
ay Thin
gs
IxDHCIErgono
mics
Cooperativ
e
Design
what is ucd?
• Audience• Context• Purpose
what is a “user”?
hidden users
• Administrators• The Press• Investors• Community Members
hidden usersAdmins get shafted.
One of the horrible words we use is “users”...I would prefer to call them “people”.
donald norman
users = people...
...but not always
People Interface
Doggie Interface
who are my users?
• Lots of users? Analytics.
Not a straightforward question...
who are my users?
• Lots of users? Analytics.• Few users? Observation.
Not a straightforward question...
who are my users?
• Lots of users? Analytics.• Few users? Observation.• No users? Intuition.
Not a straightforward question...
the persona
what is it?
• Archetype• Typical, not average • As real as possible
why they’re cool
• Visualize and describe• Empathy• Common ground
how we do it
1. Name and tagline2. Image3. Demographics4. Backstory5. Goals and motivations6. Ideal experience
activity time
discussion time
variations
• Gear• Quotes• Favorite brands/products• Turn-offs• Roles and responsibilities
when?
• Introducing a new type of audience• Examining a segment• When things change
validate
• Beware: personal biases• Ask a friend• Find your personas• Feedback surveys
now what?
• Be their friend• Bring them to meetings• Role-play
ucd this
• Card sorting• Paper prototyping• TAL• Workflow analysis
Techniques you can use without real users
thanks!skot@gophilosophie.com
@skotcarruth
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