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Buena descripción de cómo generar perfiles o "personas" para acercarnos a los arquetipos que representen mejor a nuestros usuarios
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PersonasArchetype, not
Stereotype
What are
personas?
Personas can look like this...
To design for your users
you must first
define who your users are
Flow Interactive
• A Persona is an artificial person, invented for the
purpose of helping a designer understand the
people who will be using their product.
• Pruitt and Adlin have traced their heritage to much
earlier. But to the modern design community, their
usage was popularized by Alan Cooper in 1998 in
his book "The Inmates Are Running the Asylum."
Where did the idea come from?
Why do we use personas?
Flow Interactive
Different people have different needs
Flow Interactive
A car for the “average” family
- average means nobody is really satisfied!
Personas also avoid designing
for the average user
Misconceptions
Flow Interactive
What aren’t Personas?
•Stereotypes!!!They are the synthesis of user research findings.
They are not simply made up!
•Users aren’t elastic.
Making personasMaking personas
Flow Interactive
Contextual research
Watch, listen and learn in
the user’s environment.
What do people do?
What do they say?
How do they work?
Flow Interactive
When you can’t go into the field
This is what raw research findings look like:This is what raw research findings look like:
Flow Interactive
� The clue is in the name!
� The data comes from client’s in-house knowledge.
� The good stuff comes from ‘looking’ at how your users interact with your website.
� Good to use when you have a rich set of data, such as Amazon, Play.com, etc.
Data driven personas
� Depends on how diverse your users’ behaviours really are.
� Typically we find that behaviour is less diverse that you might expect.
� Anything from 6 to 20 respondents is typical and useful.
� Sometimes do more for political reasons.
� Supplement with all your existing data: search logs, surveys, focus groups, customer facing staff
� Examples…
First choice 15 lab
BUPA 20 lab
Yell 16 field
DfES 59 field
How much research?
Flow Interactive
WhatWhat’’s an effective way of communicating these back s an effective way of communicating these back
to your design team?to your design team?
How can you make them How can you make them ‘‘actionableactionable’’? ?
... and bring them to life for non... and bring them to life for non--research lovers?research lovers?
Flow Interactive
Price driven Quality driven
Nervous user Confident user
Fact driven Feeling driven
Wilma is a middle aged bookkeeper from
Hatfield. She uses Sage and Excel on a
rather old computer at work, but has
internet access at home. She has an eye
for a bargain but is a stickler for details.
Personas and goals workshop
Persona consist of goal statements:
• Life goals e.g. “get the big promotion!”
vs “be an ethical person”
• Experience goals: e.g. “have fun” vs
“get it done quickly” (1-2)
• End goals: e.g. “find the cheapest
flights”
• Design challenges. E.g. Why this
persona is important to the business,
and what to bear in mind
• And a motto
• One sentence that sums up the
persona
Flow Interactive
Personas come in two main flavours:
•
Primary persona – the primary persona is the singularly most important person for whom the site should be designed. The primary persona should always “emerge” from the set of secondary personas: it should not be created from scratch.
Secondary personas – typically between three and seven of these are generated from the ethnographic research first, before the primary persona.
With big systems (e.g. CMS), you can have lots of different user types, each of which you’d sum up as personas.
You can also have negative personas: people you want to specifically exclude
Flow Interactive
Quick guide to personas
•Create a narrative – ideally, a one to two-page narrative
description for each persona
•Be specific – identify workflow and daily behavioural
patterns, using specific details, not generalities. Detail two
or three technical skills to give an idea of computer
competency
•Create mnemonic triggers – include one or two fictional
details about the persona's life, e.g. an interest or a habit
that make each persona unique and memorable
Flow Interactive
•Use your imagination – don't use someone you actually
know as a persona. Try instead to create a composite
based on the qualitative data you have captured
•Strive for novelty – don't recycle a persona from a previous
project for a new project. Instead, do your ethnography
properly and create new personas for each project
Quick guide to personas
Flow Interactive
•Keep the numbers low – keep the number of personas
created for a project relatively small. Usually between three
and seven secondary personas, depending on the interface
project, from which will emerge the primary persona
•Be realistic – strive to develop a believable archetype so
the design team will accept the persona
Quick guide to personas
Flow Interactive
Making & using personas
Review existing
data and formulate
persona
hypothesis.
Recruit research
subjects based on
the persona
hypothesis.
Perform contextual
research.
Analyse existing
and new data
using collaborative
affinity sorting
techniques.
Establish
dimensions and
goals.
Create the
personas.
Workshop:
establish
dimensions, create
sketches, select
and flesh out
personas. Assign
goals.
Introduce the
personas to the
organisation, as
project style and
objectives require.
Flow Interactive
Key things to consider:
•Fictional utility – personas are not "made up". They are an
output of data analysis
• Imaginary, not woolly – although personas are imaginary,
they are archetypes not caricatures, and should be defined
with precision.
•Realism – names and personal details for personas should
be created to put contextual flesh on the archetypal bones
•Goals – personas should in the first instance be
differentiated and identified by their goals
•Persona-centric design – interfaces should be designed
and built to very specifically satisfy the needs and goals of
the primary persona
A travel site
Flow Interactive
Persona Case Study
Flow Interactive
•After a user study, we
analysed participants
responses to get an overview.
- Age and Segment
- Type of trip
- Motivations
- Frustrations
- Behaviours and Attitudes
- End Goals when researching and
booking travel online
Flow Interactive
•We mapped each
participant against key
behavioural axis:
- Planning in advance/Last minute
- Relax/Explore
- Attitude to risk
Flow Interactive
We located patterns of
behaviour and found groups
of users that ‘stuck
together’…
Flow Interactive
Book in advance
Book last minute
Quality
Price
Relax
Explore
Previous destination
New destination
Previous hotel
New hotel
1-2 trips a year
1-2 trips a month
Maximiser
Satisficer
Emotional
Practical
Main researcher
Sole decision
Travel alone
With friends
With family
With partner
Joint decision3 -6 trips a year
1-2 days
More than 2 weeks
2 weeks
3-4 days
1 week
Brand loyal
Destination driven
Event driven
Relationship driven
Web fresh
Web savvy
intermediate
Trust reviews
Don’t trust .
intermediate
1,2,3,4
5,6,7,8
9,10,11,12,13,14
15,16,17,18,19,20
1,4,7,16,17,19,20
3,5,8,9,12,13,14,18
2,6,10,11,15
1,4,5,6,7,8,9,15,17,19
3,5,8,9,12,13,14,18
3,10,16
1,2,5,7,8,910,15,16,17,19,20,
3,4,6,11,1213,14,18
1,17,19,20
2,3,4,5,6,7,8,9,10,11,12,13,1415,16,18
3,6,12
2,4,5,7,8,
3,10,16
3,4,5,6,9,11,13,14,15,16,18
1,2,7,8,10,1217,19,20
1,2,3,12,13,14,16,20
4,5,6,7,8,9,10,11,1517,18,19
2,14
3,4,5,6,8,9,10,11,1213,15,16,18
3,10,16
7,8,10,17,19,20
4,5,6,9
3,12,13,14,16,18
1,2,11,15,
19,17,20
3
1,7,11,13,15,16,18
8,9,12
2,4,5,6,10,14
1,3,7,8,1012,13,15,17,19,20
2,4,5,6,9,14,16,18
3,10,14,15
2,4,5,6,89,11,12,13,16,18
1,7,17,19,20
8,14
2,12,13,15,`7
1,3,4,5,6,7,9,10,11,16,18,19,20
3,4,5,6,9,11,13,1415,18,20
2,8,10,12,16,19
1,7,17
Flow Interactive
Book in
advance
Book last
minute
Quality
Price
Relax
Explore
Previous
destination
New destination
Previous hotel
New
hotel
1-2 trips a year
1-2 trips a
month
Maximiser
Satisficer
Emotional
Practical
Main researcher
Sole decision
Travel alone
With family
Joint decision3 -6 trips a
year
1-2 days
More than 2
weeks
2 weeks
1 week
Brand loyal
Destination
driven
Event driven
Relationship
driven
Web fresh
Web savvy
intermediate
Trust reviews
Don’t trust
reviews .
Don’t look
for reviews
1,2,3,4
5,6,7,8
15,16,17,
18,19,20
1,4,7,16,
17,19,20
2,6,10,
11,15
1,4,5,6,7,
8,9,15,
17,19,20
3,5,8,9,12,
13,14,18
3,10,16
1,2,5,7,8,
910,15,16,
17,19,20
3,4,6,
11,1213,
14,18
1,17,
19,20
2,3,4,5,6,7,
8,9,10,11,
12,13,14
15,16,18
3,6,12
17,19,20
3,4,5,6,9,
11,13,14,
15,16,18
1,2,7,
8,10,12
17,19,20
1,2,3,
12,13,14,
16
4,5,6,7,8,9,
10,11,15
17,18,19,20
2,14
1,7,17,
20,19
7,8,10,
17,19,20
4,5,6,9
1,2,11,15,
19,17,20
3
1,7,11,13,
15,16,18
8,9,12
2,4,5,
6,10,14
1,3,7,8,10
12,13,15,
17,19,20
2,4,5,6,9,
14,16,18
3,10,14,15
1,7,17,
19,20
8,14
2,12,13,
15,`7
1,3,4,5,6,
7,9,10,
11,16,18,
19,20
3,4,5,6,9,
11,13,14
15,18,20
2,8,10,
12,16,19
1,7,17
With friends
With partner
9,10,11,
12,13,14
3,5,8,9,12,
13,14,18
1,2,4,5,7,8,
9,10,11,13,
14,15,16,18
3,4,5,6,8,
9,10,11,12
13,15,16,18
3,12,13,
14,16,18
2,4,5,6,8
9,11,12,
13,16,18
Flow Interactive
Flow Interactive
Flow Interactive
Using personas
Prototype3
Specify4
Concept2
Contextual research1
1
2
3
4
5
Build and launch5
And they are useful throughout
the rest of the design* process!They are a fundamental
tool for innovation.
* Design is the whole thing,
not just the graphics
Personas are the first step to innovation
Flow Interactive
Personas: Used as a communication tool
•It all about getting everyone to sing off the same song
sheet
•Focusing on users
•Reducing arguments
They enable decision making because you can ‘query’
them as if they were a ‘real’ person
•Standardised approach
•Common language
•They fill in the gaps between user-studies - you can’t have
users on-site all the time.
Flow Interactive
Mood boards
Bed time reading
Bed time reading
Bed time reading
▪ Carroll, John M. Making Use: Scenario-Based Design of Human-Computer Interactions.
MIT Press, 2000. ISBN 0-262-03279-1
▪ Carroll, J.M. ed. Scenario-Based Design: Envisioning Work and Technology in System
Development. Wiley, 1995. ISBN 0-471-07659-7
▪ Chapman, C.N. & Milham, R. The personas' new clothes. Human Factors and Ergonomics
Society (HFES) 2006, San Francisco, CA. October 2006. [1]
▪ Cooper, Alan. The Inmates are Running the Asylum. SAMS, 1999. ISBN 0-672-31649-8
▪ Grudin, J. and Pruitt, J. Personas, participatory design and product development: an
infrastructure for engagement. Paper presented at Participatory Design Conference 2002,
Malmo, Sweden. June 2002.
▪ Pruitt, John & Adlin, Tamara. The Persona Lifecycle : Keeping People in Mind Throughout
Product Design. Morgan Kaufmann, 2006. ISBN 0-12-566251-3
▪ Rönkkö, K. An empirical study demonstrating how different design constraints, project
organization, and contexts limited the utility of personas. Hawaii International Conference
on System Sciences (HICSS) 2005, Waikoloa, HI. January 2005.
References
[Client: project, Date]