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Designing for Failure
How negative personas and failed
user journeys make a better website


                         Annie Drynan
                                @Drys
                     #NegativePersonas
What do I mean?

Can’t control who uses a site or service


Some won’t be able to do what they want


Disappointment leads to complaints
Talking about

Personas


Why disappointed users matter


A case study, and what other sites do
Personas | Why disappointed users matter | Case study



Personas
Our clients want


Our clients would rather
didn’t come

Those who come but may not
be satisfied
Personas | Why disappointed users matter | Case study



Primary personas



‘Happy Paths’

Primary personas aren’t enough

Changes to functionality let them down
Personas | Why disappointed users matter | Case study



Anti-personas



Bad people we want to discourage
"non targets"


"people you do not want to build the
product for."


Pruitt and Adlin "The Persona Lifecycle", 2006
You will not

...incorporate... any... content that is not created by
you...
!
...publish... sexually related text, photographs... or
content that is defamatory, obscene, indecent,
threatening, abusive or hateful.


MailChimp Terms of Use - captured 27 January 2013
Personas | Why disappointed users matter | Case study



More anti-personas



People who intend harm


People who are too young
Personas | Why disappointed users matter | Case study



Negative personas



Not the primary audience but may still
come - and be disappointed?
“...existence helps us to understand
whom we are not designing for”

“some are defined only to make it clear
we are not designing for them”


Cooper: The Inmates are Running the Asylum, 1999
Personas | Why disappointed users matter | Case study



Contemplating
negative personas


Are we giving them what they need?
Talking about

Personas

Why disappointed users matter

A case study, and what other sites do
Personas | Why disappointed users matter | Case study




“Having people love your product, even if
it is only a minority, is how you succeed”




Cooper: The Inmates are Running the Asylum, 1999
Personas | Why disappointed users matter | Case study



What do I mean?



Not designing for “everyone”

Acknowledge and handle pain points

Increase the number of satisfied visitors
Personas | Why disappointed users matter | Case study



Does it matter?



Reduce the chance of complaints


Make social media a positive force
From time to time we need to make changes to our
published timetables... You can find a summary of
the planned changes here…



“can we have some proper improvements...”

“the amount of disruption on the lines is becoming
too much...”

“Do I really need a timetable? Trains... are always
late anyway”

First Great Western Facebook page - Feb 2013
Talking about

Personas

Why disappointed users matter

A case study, and what other sites do
Personas | Why disappointed users matter | Case study



Assessing the issues
No sales online

No prices online

Colours online are not always accurate

Some existing functionality removed
Personas | Why disappointed users matter | Case study



Planning our solution

Mini-negative personas - who?


What do they legitimately want to do?


Can they do it?
Personas | Why disappointed users matter | Case study



Using negative personas



Failed user journeys


Highlight implications of reduced features
Personas | Why disappointed users matter | Case study



Showing failed journeys
                                                     I just want to
       It’s taking too
                                                     search using
        long to load
                                                   words for colour
           all these
                                                   that make sense
         colours on
                                                         to me
          my phone
                                               I’ve found a
                   How do I know               colour I like
                  what equipment                 but I can’t
                  I need and how                   buy it
                     much it will                 online?
                       cost?
Personas | Why disappointed users matter | Case study



Effective messaging

Explain what the site is about


State what isn’t possible


Be honest, but not apologetic
Who is this website for?

...aimed at young people... people of different ages
find the site useful.... anyone is welcome to read
the... site... happy to receive feedback and enquiries
from anyone... specifically for younger people, we
will only put up messages... etc. from young people
up to the age of 25.

There are various grief groups available on the
internet for adults.


RD4U.org.uk captured March 2013
The Hans Brinker Budget Hotel has been proudly
disappointing travellers for forty years.

Boasting levels of comfort comparable to a minimum-
security prison, the Hans Brinker also offers some
plumbing and an intermittently open canteen serving
a wide range of dishes based on runny eggs.

... amenities include:
- A basement bar with limited light and no fresh air.




http://www.hans-brinker.com/ captured March 2013
Personas | Why disappointed users matter | Case study



‘Find a store’ tool



Offer the next best thing to shopping
online - find the nearest store
http://www.brasher.co.uk captured March 2013
Personas | Why disappointed users matter | Case study



Contact us


Prominent link to email address and
phone number


Contain complaints within customer
support
A member of our sales team will contact
you to discuss your holiday
requirements, check availability for your
chosen departure date and help you to
make your booking.




http://www.headwater.com/ captured March 2013
Conclusions
Know your primary personas

And know what non-primary personas
might do

Avoid annoying the unexpected user

Design for success or failure?
Thank you


                       Annie Drynan
            adrynan at gmail dot com
                              @Drys

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Designing for Failure - presentation at IA Summit 2013

  • 1. Designing for Failure How negative personas and failed user journeys make a better website Annie Drynan @Drys #NegativePersonas
  • 2. What do I mean? Can’t control who uses a site or service Some won’t be able to do what they want Disappointment leads to complaints
  • 3. Talking about Personas Why disappointed users matter A case study, and what other sites do
  • 4. Personas | Why disappointed users matter | Case study Personas Our clients want Our clients would rather didn’t come Those who come but may not be satisfied
  • 5. Personas | Why disappointed users matter | Case study Primary personas ‘Happy Paths’ Primary personas aren’t enough Changes to functionality let them down
  • 6. Personas | Why disappointed users matter | Case study Anti-personas Bad people we want to discourage
  • 7. "non targets" "people you do not want to build the product for." Pruitt and Adlin "The Persona Lifecycle", 2006
  • 8. You will not ...incorporate... any... content that is not created by you... ! ...publish... sexually related text, photographs... or content that is defamatory, obscene, indecent, threatening, abusive or hateful. MailChimp Terms of Use - captured 27 January 2013
  • 9. Personas | Why disappointed users matter | Case study More anti-personas People who intend harm People who are too young
  • 10. Personas | Why disappointed users matter | Case study Negative personas Not the primary audience but may still come - and be disappointed?
  • 11. “...existence helps us to understand whom we are not designing for” “some are defined only to make it clear we are not designing for them” Cooper: The Inmates are Running the Asylum, 1999
  • 12. Personas | Why disappointed users matter | Case study Contemplating negative personas Are we giving them what they need?
  • 13. Talking about Personas Why disappointed users matter A case study, and what other sites do
  • 14. Personas | Why disappointed users matter | Case study “Having people love your product, even if it is only a minority, is how you succeed” Cooper: The Inmates are Running the Asylum, 1999
  • 15. Personas | Why disappointed users matter | Case study What do I mean? Not designing for “everyone” Acknowledge and handle pain points Increase the number of satisfied visitors
  • 16. Personas | Why disappointed users matter | Case study Does it matter? Reduce the chance of complaints Make social media a positive force
  • 17. From time to time we need to make changes to our published timetables... You can find a summary of the planned changes here… “can we have some proper improvements...” “the amount of disruption on the lines is becoming too much...” “Do I really need a timetable? Trains... are always late anyway” First Great Western Facebook page - Feb 2013
  • 18. Talking about Personas Why disappointed users matter A case study, and what other sites do
  • 19. Personas | Why disappointed users matter | Case study Assessing the issues No sales online No prices online Colours online are not always accurate Some existing functionality removed
  • 20. Personas | Why disappointed users matter | Case study Planning our solution Mini-negative personas - who? What do they legitimately want to do? Can they do it?
  • 21. Personas | Why disappointed users matter | Case study Using negative personas Failed user journeys Highlight implications of reduced features
  • 22. Personas | Why disappointed users matter | Case study Showing failed journeys I just want to It’s taking too search using long to load words for colour all these that make sense colours on to me my phone I’ve found a How do I know colour I like what equipment but I can’t I need and how buy it much it will online? cost?
  • 23. Personas | Why disappointed users matter | Case study Effective messaging Explain what the site is about State what isn’t possible Be honest, but not apologetic
  • 24. Who is this website for? ...aimed at young people... people of different ages find the site useful.... anyone is welcome to read the... site... happy to receive feedback and enquiries from anyone... specifically for younger people, we will only put up messages... etc. from young people up to the age of 25. There are various grief groups available on the internet for adults. RD4U.org.uk captured March 2013
  • 25. The Hans Brinker Budget Hotel has been proudly disappointing travellers for forty years. Boasting levels of comfort comparable to a minimum- security prison, the Hans Brinker also offers some plumbing and an intermittently open canteen serving a wide range of dishes based on runny eggs. ... amenities include: - A basement bar with limited light and no fresh air. http://www.hans-brinker.com/ captured March 2013
  • 26. Personas | Why disappointed users matter | Case study ‘Find a store’ tool Offer the next best thing to shopping online - find the nearest store
  • 28. Personas | Why disappointed users matter | Case study Contact us Prominent link to email address and phone number Contain complaints within customer support
  • 29. A member of our sales team will contact you to discuss your holiday requirements, check availability for your chosen departure date and help you to make your booking. http://www.headwater.com/ captured March 2013
  • 30. Conclusions Know your primary personas And know what non-primary personas might do Avoid annoying the unexpected user Design for success or failure?
  • 31. Thank you Annie Drynan adrynan at gmail dot com @Drys