Students: Claus Hansen, Florin Iacoboae, Arturs Graumanis, Morten Halling Class: BA Web Development 1.SEM Subject: Group assignment UX Day2 Date: 20. februar 2015

Students bike shop

Odense

Content Problem statement: ............................................................................................................................................. 3

1. Discover business and user assumptions ........................................................................................................ 4

2. Prioritize assumptions ..................................................................................................................................... 5

3. Make 3 personas for the students bike shop Odense .................................................................................... 6

a. Anna - Primary persona (User/Students) ........................................................................................................ 7

b. Jack - Secondary persona (User/ International Students) ............................................................................... 8

c. Gitte - Customer (nonuser /Related) ............................................................................................................... 9

4. Discussion about the quality of our personas related to the redesign task ..................................................10

5. Make a priorities assembling of your hypotheses in a table .........................................................................10

Questions to Coopers persona model ..............................................................................................................11

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Problem statement:

Bike shop redesign challenge

An existing bike shops in Odense want to increase sales to students in Odense.

Therefore the bike shop wants to improve the online and offline buying and service experience for Danish

and international students studying in Odense.

Assignment assumptions:

We have in the group agreed that we need to have some more specific information on the shop in need of

a redesign. For this reason, have we chosen an existing webshop that can represent the bike shop. We

have chosen Design Cykler Aps, located in Odense.

Screenshot of design cykler's existing webshop

Students: Claus Hansen, Florin Iacoboae, Arturs Graumanis, Morten Halling Class: BA Web Development 1.SEM Subject: Group assignment UX Day2 Date: 20. februar 2015

1. Discover business and user assumptions

We have come up with the following user and business hypothesis based on our assumptions.

Hypotheses User assumption:

We believe that implementing a responsive design for all users, but especially Anna, will achieve a reduced

Bounce Rate.

We will know this is true when we see a reduced Bounce Rate in Google Analytics, for users visiting the web

shop via a mobile platform.

Business Assumption:

We believe that implementing a responsive design for all users, but especially Anna, will achieve a reduced

Bounce Rate. In other words will it expand our share of costumers that otherwise would place their business

elsewhere.

We will know this is true when we see a reduced Bounce Rate in Google Analytics, for users visiting the web

shop via a mobile platform. An increased revenue from these costumers are also expected.

User assumption:

We believe that giving Anna a discount if she likes our shop on Facebook and give us her student mail, will

achieve to persuade her that she is making a good deal.

We will know this is true when we see a increased number of costumers making their purchase with their

coupon code.

Business Assumption:

We believe that giving students like Anna a discount if she likes our shop on Facebook and give us her

student mail, will expand our share of costumers that are students.

By demanding that she likes our shop on Facebook , we increase our credibility among her friends. By

demanding that she types her student email , can we check that she is entitled to the discount, but also

create possibilities for direct marketing.

We will know this is true when we see a increased number of new visitors coming direct from Facebook .

User assumption:

We believe that developing a compare page/function for all users, but especially Gitte, will achieve to give

her a better overall overview for her final decision.

We will know this is true when we see a increased number of users making their purchase from the compare

page.

User assumption:

We believe that letting Anna share the compare page on Facebook , will achieve to give her, a more overall

certainty that she has chosen the right bike for her.

We will know this is true when we see an increased number of users making their purchase when they have

used the share function.

User assumption:

We believe that implementing a Multi-lingual webpage for Jack will give him better accessibility to the web

shop.

We will know this is true when we see a reduced Bounce Rate in Google Analytics, for users visiting the web

shop with a different language setting than Danish.

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User assumption:

We believe that optimizing page response time for Jack will offer him a better experience when browsing the

web shop and reducing the risk of leaving the site.

We will know this is true when we experience reduced bounce rate compared with page load time on Google

Analytics.

2. Prioritize assumptions

a. How could you validate the high priority assumptions?

b. Try to make hypothesis for high priority assumptions

User assumption:

We believe that implementing a responsive design for all users, but especially Anna, will achieve a reduced

Bounce Rate.

We will know this is true when we see a reduced Bounce Rate in Google Analytics, for users visiting the web

shop via a mobile platform.

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3. Make 3 personas for the students bike shop Odense We have come up with these personas

a. Anna - Primary persona (User/Students)

b. Jack - Secondary persona (User/International Students)

c. Gitte - Customer (Nonuser/Related)

Gitte. Gitte is a nonuser but still a persona we need to take in to account.

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a. Anna - Primary persona (User/Students)

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b. Jack - Secondary persona (User/ International Students)

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c. Gitte - Customer (nonuser /Related)

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4. Discussion about the quality of our personas related to the redesign task

How you could do research to validate your assumptions.

Desk research:

Literature review

Product and competitive audits

Field research:

Stakeholder interviews

Subject matter expert interviews

User and customer interviews

User observation (behavior, environment)

Analytics

Discuss also how your personas are compared to Coopers persona model.

Anna and Gitte are modelled as specific individuals with different needs like those that Cooper suggests.

Our personas are similar to Coopers provisional personas but not based on real data.

5. Make a priorities assembling of your hypotheses in a table

We will for In order to achieve

[create this

feature/experience]

[this

persona]

[this outcome/goal]

Responsive design

Anna Better accessibility on her iPhone.

Multi-lingual feature Jack Better accessibility for him to the web shop.

Discount for students Anna/Jack Persuade them that they are making a good deal.

Improve page load time Jack Reduce the risk of him leaving the web shop.

Compare product function Gitte Give her a better overall overview for her final

decision.

Share comparison page on

Facebook

Anna Give her a more overall certainty that she has

chosen the right bike for her.

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Questions to Coopers persona model

Q. What is a persona according to Cooper?

A. A powerful, multipurpose design tool.

Q. Why does Cooper recommend that developers/design referring to personas instead of users?

A. The use of the term 'User' is according to Cooper dangerous as a design tool. Every person on a product

team has his own conceptions of who the user is and what the user needs. It becomes the 'elastic user', that

you can form in your mind to fit to whatever task you are doing.

Q. What could be a nonuser persona?

A. People who do not use the product but still must be considered in the design process. For example a

mother who want to buy a bike for her daughter. This would be an Costumer-persona. It could also be an

patient on a hospital receiving an treatment with our product. This would be an Served-persona.

Q. What is a provisional persona?

A. Provisional personas are constructed as personas based on stakeholder and developer/designer

assumptions. They are not based on real research but only as we think they are.

Q.What are the 3 types of goals in Coopers persona?

A.

1. Experience goals

Related to visceral processing: how a user wants to feel.

2. End goals

Related to behavior: what a user wants to do.

3. Life goals

Related to reflection: who a user wants to be.

Q. What are their relation to Normans elements of emotional design?

A.

1. Experience goals

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Experience goals could be compared with Norman's Visceral level of cognitive processing.

2. End goals

End goals could be compared with Norman's Behavioral level of cognitive processing.

3. Life goals

Life goals could be compared with Norman's Reflective level of cognitive processing.

Q. What is the most important goal in an interaction design perspective?

A. End goals are most important. These goals are the focus of a products interaction design according to

Alan Cooper's book.

He writes :

"Because behavioral processing influences both visceral and reflective responses, end goals should be among

the most significant factors in determining the overall product experience. End goals must be met for users

to think that a product is worth their time and money."

Q. How is Jeff Gothelfs proto personas compared to Coopers persona?

A. Gothelfs proto-personas are our best guess as to who is using (or will use) our product and why.

Cooper's personas are not actual people but are synthesized directly from observations of real

people.