4.problem statement &_persona

At the end of affinity analysis,

a sense of target users and their goals are framed

Requirement Definition


Defines “What” of product

What?Problem

StatementPersona Creation

ScenarioPersona

expectation



Defines what the product will do before you design how to product will do

What?Problem


ScenarioPersona

expectation



Design an interactive teaching module of acute, obtuse and acute angle for 5th standard children

Design an information system for pregnant women of Assam to educate them about government scheme and facilities

Design a reminder alarm for tuberculosis patients to remind about TB medicine on every alternate day

What?Problem


ScenarioPersona

expectation


Creation of Problem Statement

What?Problem


ScenarioPersona

expectation

Creation of Persona

Creation of Persona Expectation

Building Scenarios

Problem Statement

Problem Statement

It defines the purpose of the design initiative

What?Problem


ScenarioPersona

expectation

Problem Statement


Major parameters-Persona (target users)

-Situation that needs a change

-Appropriate reason for the situation

-Goals that needs to be achieved

What?Problem


ScenarioPersona

expectation

Problem Statement


What?Problem


ScenarioPersona

expectation

Company X’s customer satisfaction ratings are low and market share has diminished by 10% over the past year because users do not have adequate tools to perform X,Y, and Z tasks that would help them meet their goal of G

Problem Statement


What?Problem


ScenarioPersona

expectation

Company X’s customer satisfaction ratings are low and market share has diminished by 10% over the past year because users do not have adequate tools to perform X,Y, and Z tasks that would help them meet their goal of GLess number of institutional deliveries are performed among pregnant women, increasing maternal and child mortality rate by 4% over last 2 years because pregnant women are unaware of Janani Suraksha Yojana (JSY) scheme that will help them perform institutional delivery and achieve safe and healthy motherhood

Vision Statement

It is an inversion of the problem statement that serves as a high level design objective or mandate

What?Problem


ScenarioPersona

expectation

Vision Statement


Major parameters-Goals that needs to be achieved

-Tasks given in the product to achieve goals

-Persona (target users)

-Situation/problem that is eliminated

-Possible results that will help the situation to improve

What?Problem


ScenarioPersona

expectation

Vision Statement


What?Problem


ScenarioPersona

expectation

The new design of Product X will help users achieve goals G by giving them the ability to perform X,Y, and X with greater efficiency, and without problems A,B, and C that they currently experience. This will dramatically improve company X’s customer satisfaction ratings and lead to increased market share

Vision Statement


What?Problem


ScenarioPersona

expectation

The new design of Product X will help users achieve goals G by giving them the ability to perform X,Y, and X with greater efficiency, and without problems A,B, and C that they currently experience. This will dramatically improve company X’s customer satisfaction ratings and lead to increased market share

The new health device will provide Gov. Health Scheme information to pregnant women that will help them to avail institutional delivery, without facing problems of asking ASHA, neighbours and peer villagers. This will result in better mother and child health

Persona Creation

Choose the right user to design for

Introduction to Persona

Introduction to persona

Why Persona?? Persona CreationTypes of Persona




Descriptive model of our users





It gives an understanding of precise way of thinking and communicating about how users behave, how they think, their desires, what they wish to accomplish





It gives an understanding of precise way of thinking and communicating about how users behave, how they think, their desires, what they wish to accomplishPersonas represent a class or type of users





It gives an understanding of precise way of thinking and communicating about how users behave, how they think, their desires, what they wish to accomplishPersonas represent a class or type of users

Personas are not real people but are synthesized directly from observations of people through conducted user research

Milkman A car with large storage space(carry milk to different places, reliable, less maintenance)

Senior executive (female)A car with appropriate safety and comfort level(I want a safe and comfortable drive from my office to home)

University studentFast and furious (I love fast driving, sleek look and should impress girls)

Different personas to purchase a car



Why persona??



Why persona??

Helps to determine what a product should be and how it should behave. It provides foundation of goals and tasks for the design effort



Why persona??

Helps to determine what a product should be and how it should behave. It provides foundation of goals and tasks for the design effortPersonas resemble real people, making it easier to relate than relating with feature lists and flow charts



Why persona??


Provides a powerful reality check tool for designers trying to design a solution



Why persona??


Provides a powerful reality check tool for designers trying to design a solutionHelps communicate with stakeholders, developers and other designers. Also provides a common language for discussing design decision



Creating Persona

PictureLicence or buy stock photograph, unknown to team, represent real persona



Creating Persona

Picture

Realistic nameA realistic name representing set of users



Creating Persona

Picture

Realistic name

Demographics Brief idea about users’ age, education, income, family status, location etc.



Creating Persona

Picture

Realistic name

Demographics

BehaviourWhat people do? What are their actions?



Creating Persona

Picture

Realistic name

Demographics (age, education, income, family status, location etc.)

Behaviour

MotivationWhat are the reasons or motivations to perform a task?



Creating Persona

Picture

Realistic name


Behaviour

Motivation

ExpectationsWho user wants to be? What are users desires?



Creating Persona

Picture

Realistic name


Behaviour

Motivation

Expectations

One liner user statementsIntroduction to persona


Creating Persona

Behaviours What people do? What are their actions?

(Mr. Jethmalani is a lawyer in Supreme Court of India. He travels 20kms everyday from his home to office through his car... He scans all the legal documents in the scanner and keep digital copy with him...)

(I go every alternate day to PHC to take medicine. I prefer going on cycle, so I can save my time. “SOMETIMES I GO TO PHC WHERE I AM INFORMED THE UNAVAILABILITY OF TECHNICIAN. IT WASTES MY TIME”)



Creating Persona

Behaviours What people do? What are their actions?

This provides focus for products’ visual and aural characteristics, interactive feel, use of physical buttons, animations, transitions etc.

E.g. feel smart and control, sincere and attentive etc. TB patient looks sincere and attentive while talking to technician



Creating Persona


(Mr.Jethmalani wants to stay in touch with political scenario, so he watches TV during lunch break. He calls his political friends to know the meeting details. He has to go every Wednesday to health check-up, so he finishes the to-do list by 5.00 pm)



Creating Persona


Motivation helps designers to focus on interaction design, information architecture and the probable functionality of the system



Creating Persona

ExpectationWho user wants to be? What are users desires?

(Mr. Jethmalani wants to become president of a political party, so he is always in touch with internal politics, issues and keep himself aware of party policies)

(Mr. Deka wants to see himself and his family healthy, due to which he goes for continues TB check-up. It helps to work efficiently to earn more money for his family)



Creating Persona

ExpectationWho user wants to be? What are users desires?

Expectations helps to focus on product’s overall design, strategy and branding



Example Persona I

USDA Senior Manager GatekeepersMatthew JohnsonProgram Staff Director, USDAMatthew is 51-year-old married father of three children and one grandchild. He has a Ph.D. in Agricultural Economics who spends his work time requesting and reviewing research reports, preparing memos and briefs for agency heads, and supervising staff efforts in food safety and inspection.

He is focused, goal-oriented within a strong leadership role. One of his concerns is maintaining quality across all output of programs. He is comfortable using a computer and refers to himself as an intermediate Internet user. He is connected via a T1 connection at work and dial-up at home. He uses email extensively and uses the web about 1.5 hours during his work day. He is most likely heard saying: “Can you get me that staff analysis by Tuesday?”Persona developed by the U.S. Department of Agriculture's (USDA) Economic Research Service (ERS).A small portion of a larger persona developed by the U.S. Department of Agriculture's (USDA) Economic Research Service (ERS).



Example Persona II

DaveThe information jockeyPrimary persona

Information usageInfo Names, Phone Numbers, IdeasPaper Notebook, Post-itsInfo access 3-5x/day# of locations/day 5% mobile 35Mobile locations Subway, Street

Demographicsage 29occupation lawyerLocation New York cityMarital status SingleChildren NoneIncome $135,000Education Graduate Law schoolHobbies working out, cooking

Device usageComputer Sony VIAO laptopCell phone Sony erricsonother Network walkmanWeb 50 hours/weekPhone 10 hours/weekProgram email, word, excel, IE

“If I am not connected, I feel like I am missing something”

Adapted from Designing for Interaction, Dan SafferIntroduction to

personaWhy Persona?? Persona Creation

Types of Persona

Types of Persona

Primary personaPrimary persona represents the primary target for the design solution

e.g. Pregnant Women (PW) is the primary persona for providing pregnancy related information for better health care



Types of Persona


Secondary personaSecondary persona is generally satisfied with the primary persona’s design solution, but has specific additional needs that can be accommodated without sacrificing on primary persona’s needs

e.g. PW’s husband may need to know what roles relatives can play during emergency.



Types of Persona


Secondary personaSecondary persona is generally satisfied with the primary persona’s design solution, but has specific additional needs that can be accommodated without sacrificing on primary persona’s needs

Customer personaCustomer personas address the needs of customers, not end users. Most often customer personas are secondary personas



Types of Persona

Served personaServed personas are not users of the product, but are directly affected by the product usage

e.g. PW in a served persona where primary persona is a technician who operates sonography machine



Persona Expectation

Persona expectation

Persona expectation describes persona’s mental model

What?Problem


ScenarioPersona

expectation

Persona expectation

Persona expectation describes persona’s mental model

What?Problem


ScenarioPersona

expectation

Persona expectations describes the way product should work

Persona expectation

It may be found through

What?Problem


ScenarioPersona

expectation

Attitudes, experiences, aspirations, social, cultural and environmental factors those influence the persona’s expectation(e.g. ASHA members will come and tell details about maternal health care)

Persona expectation


What?Problem


ScenarioPersona

expectation

Attitudes, experiences, aspirations, social, cultural and environmental factors those influence the persona’s expectation(e.g. ASHA members will come and tell details about maternal health care)Behaviours the persona will expect or desire from the product(e.g. System will provide next date for consuming TB medicine)

Persona expectation


What?Problem


ScenarioPersona

expectation

Attitudes, experiences, aspirations, social, cultural and environmental factors those influence the persona’s expectation(e.g. ASHA members will come and tell details about maternal health care)Behaviours the persona will expect or desire from the product(e.g. System will provide next date for consuming TB medicine)

How the persona thinks about basic elements or units of data(e.g. In an email application, the basic elements of data might be messages and people)

Scenario

Scenario

It describes the broader context in which usage patterns are exhibited. It establishes the primary touch points that each persona has with the system over a course of a day or other meaningful length of time

What?Problem


ScenarioPersona

expectation

Scenario

It describes the broader context in which usage patterns are exhibited. It establishes the primary touch points that each persona has with the system over a course of a day or other meaningful length of time

What?Problem


ScenarioPersona

expectation

In scenarios, product or interaction is not described in detail but focus is on high level actions performed by user

Scenario can be textual or can be described through images

Scenario

It should address (but not limited to)

What?Problem


ScenarioPersona

expectation

Setting where the product will be used

Scenario


What?Problem


ScenarioPersona

expectation


Are there multiple users on a single workstation or device

Scenario


What?Problem


ScenarioPersona

expectation



Primary activities performed by persona to accomplish her goals

Scenario


What?Problem


ScenarioPersona

expectation




Time period for which the product will be used

Scenario


What?Problem


ScenarioPersona

expectation




Time period for which the product will be used

Expected end result of using the product

Registration of PW

What?Problem


ScenarioPersona

expectation

Registration of PW

What?Problem


ScenarioPersona

expectation

ANC 1

Data requirement

Data requirement

Information, data and contents that must be represented in the system

What?Problem


ScenarioPersona

expectation

Data requirement

Information, data and contents that must be represented in the system

What?Problem


ScenarioPersona

expectation

For example, messages, songs, images, date, size, subject, creator etc.Online purchase system:-Books (engineering, design, civil services, medical etc.)-Electronic item details (laptop, computer, mobile phone etc.)-List of vendor/companies to showcase their products-City, state and country details-Courier charges for delivery

Data requirement

What?Problem


ScenarioPersona

expectation

Data requirementInteraction design framework:BrainstormingDefine form factor, input methods and postureLaws of interaction designInformation architectureScenariosTask flowsUse casesWireframesControls Prototyping Testing

Documents

4.problem statement &_persona