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07/03/2008
Personas 2.0
Jeroen Vanattenhoven
An enjoyable way to communicate your user data inside an organization
Overview
What are we going to do today?
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Overview
Introduction to UCD – HCI Introduction to User and Task analysis Personas
WhatBig DocumentsCreating PersonasBenefitsMethodsPersonas 2.0
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Overview
Introduction to UCD – HCI Introduction to User and Task analysis Personas
WhatBig DocumentsCreating PersonasBenefitsMethodsPersonas 2.0
Introduction to UCD - HCI
User-Centered Design – Human-Computer Interaction
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Introduction to UCD - HCI
Human-Computer InteractionStudy all aspects that relate to and influence
interaction between humans and computers in order to improve that interaction
User-Centered Design (Process)Process in which the needs, wants, and limitations of
the end user of an interface or document are given extensive attention at each stage of the design process (Wikipedia)
Analysis (User and Task)DesignEvaluation
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Overview
Introduction to UCD – HCI Introduction to User and Task analysis Personas
WhatBig DocumentsCreating PersonasBenefitsMethodsPersonas 2.0
Introduction to User and Task analysis
User and Task analysis
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Introduction to User and Task analysis
Acquire insight in how users work
3 pillarsWho are the users? (users)What do they do…? (goals, means, tasks)Where? (context)
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Who are the users?Personal Characteristics
∙ Age∙ Gender∙ IT-background∙ …
Physical Characteristics∙ Physical constraints∙ E.g. children <> senior citizens∙ (colour) blindness∙ …
Introduction to User and Task analysis
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What do users do…?Goals
∙ What goals do users currently have?∙ What is still lacking or desired?
Means∙ What do they currently use?∙ What do they know about (future) technologies?
Tasks∙ What tasks are currently performed?∙ How (which steps, order, problems, difficulties, duration…)?
Introduction to User and Task analysis
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Introduction to User and Task analysis
InterviewsSurveysObservationsDiariesBlogsCustomer supportMarketing
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Overview
Introduction to UCD – HCI Introduction to User and Task analysis Personas
WhatBig DocumentsCreating PersonasBenefitsMethodsPersonas 2.0
Personas
What are Personas?
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Personas
What are Personas?MethodRepresentation
of target users
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Personas
Representation of end-usersPersonas are fictitious, specific, concrete
representations of target users that guide the design process (Cooper)∙ Ficticious BUT based on data∙ Specific compared to user profiles
Represented by artefactsDocumentsPresentationsPosters…
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Personas
MethodA method to get all stakeholders inside an
organization focussed on the same idea of who the end-users are
A usable way to communicate user research information
Achieved by several, collaborative activitiesWorkshopsCommunication campaignDesign utilities
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Persona Process
Creating PersonasUser researchIntegrate dataOrganize workshop
Communicate inside the organizationCommunication campaign using artefacts
Use Personas during designPersona WalkthroughFeature Prioritization ListFeature MatrixMoodboards
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Overview
Introduction to UCD – HCI Introduction to User and Task analysis Personas
WhatBig DocumentsCreating PersonasBenefitsMethodsPersonas 2.0
Big Documents
Do you enjoy reading 100+ page documents?
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Big Documents
Who likes to read 100+ page documents?Documents
About observationsAbout many peopleWith many details
Personas are specific, concrete, personalFilm, Television, Novels => empathy
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Overview
Introduction to UCD – HCI Introduction to User and Task analysis Personas
WhatBig DocumentsCreating PersonasBenefitsMethodsPersonas 2.0
Creating Personas
Different steps towards Personas
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The Workshop – Creating Personas
An overview (“Affinity Diagramming”)
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Creating Personas
1. Brainstorm about user groups2. Convert factoids to post-its3. Post-its on the wall4. Cluster & label5. Review of the clusters6. Create skeletons & prioritize7. Create Personas
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2. Convert factoids to post-its
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3. Post-its on the wall
No order in the beginning
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6. Create skeletons & prioritize
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Overview
Introduction to UCD – HCI Introduction to User and Task analysis Personas
WhatBig DocumentsCreating PersonasBenefitsMethodsPersonas 2.0
Benefits
Why use Personas?
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Personas
The benefit is (mainly) in theProcessActivityCollaborationCommunication
Every stakeholder starts thinkingWhat would Karl Ziegler do?
Creating empathy for the userA lot more enjoyable than big documents
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Overview
Introduction to UCD – HCI Introduction to User and Task analysis Personas
WhatBig DocumentsCreating PersonasBenefitsMethodsPersonas 2.0
Methods
Collaborative exercises using your design
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Persona Walkthrough
Gather all stakeholdersPut the design next to the PersonasWalk through the applicationThink about your Persona
What would he/she like?What would or would not work?
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Feature Prioritization List
To solve feature creep (http://en.wikipedia.org/wiki/Creeping_featurism)
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Feature Matrix
Which features dowe implement first?
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Moodboard
Visual style
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Overview
Introduction to UCD – HCI Introduction to User and Task analysis Personas
WhatBig DocumentsCreating PersonasBenefitsMethodsPersonas 2.0
Personas 2.0
Using Web 2.0 to communicate Personas
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Personas 2.0
When an organisation is spread geographicallyMany people are already familiar with the Web
(2.0)
BlogsVideos (Films)WebsiteEmails
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References
“The origin of Personas” (Cooper)http://www.cooper.com/insights/journal_of_design/articles/the_origin_of_personas_1.html
“The Inmates Are Running The Asylum” (Cooper)
“The Persona Lifecycle” (Pruitt, Adlin)
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