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WEEK 9
           Researching Design Processes
                                   UTS




     building and using
personas and scenarios
                       penny hagen
www.digitaleskimo.net
personas and scenarios: design tools




image http://www.flickr.com/photos/bre/552152780/
our designs live here




image http://www.flickr.com/photos/tim166/293161965/sizes/l/
help us stay connected to our
users and the real world, while we
are in our design studio.
Personas


a description of a representative user
(a pretend person who represents a type or group of users)
examples




 Dianne




           images http://wiki.fluidproject.org/display/fluid/Persona%2BFormat
example persona: Giles
                                                                            Attributes
                                                                            •Tech-savvy, interested in new technologies
                                                                            •Uses a lot of keyboard shortcuts
                                                                            •Comfortable in both Mac and PC platforms
                                                                            •Eager to try out new technologies
                                                                            •Diligent blogger
                                                                            •Finds IM too distracting so stays off it

 “I do everything with my laptop”                                            Goals
                                                                             •Get good grades
  Background                                                                 •Continue to get funding to complete his masters
  Age: 25                                                                     thesis next year
  Occupation: Graduate student                                               •Be actively involved in bike clubs and lead an
  School: Faculty of Information                                              social/outdoorsy life outside school
  Technology level: Programmer,                                              •Keep fit
  uber power-user of computers,                                              •Continue to blog regularly to get recognition from
  very "Web 2.0"                                                              the online community



Derived from : http://wiki.fluidproject.org/pages/viewpage.action?pageId=2884113
example persona: Robert
                                                     Background
                                                     •Age: 35
                                                     •Occupation: Educator at Wildlife Center
                                                     •Technology level: Definitely not "into" technology, but
                                                      uses it when needed to get the job done.
                                                     Attributes
                                                     • Going back to school as an online student after years in
                                                      the workforce
                                                     • Studies at home alone
                                                     • Sometimes finds the technology in his online course to
                                                      be more of an impediment than a help
                                                     • Doesn't want school to get in the way of his social life
                                                     Goals
  "I want technology to                              • Teach people about the importance of protecting the
                                                      environment
  stay out of my way."
                                                     • Obtain his teaching certificate
                                                     • Continue to do well at his job and not let school get in the
                                                      way
                                                     • Maintain his active social life

Derived from http://wiki.fluidproject.org/display/fluid/Charlie+Jones+(Online+Student+-+Adult+Learner)
Personas

Tell us:

who the users are.
what are the activities they wish to perform.
why they might use/buy/wear/visit our product i.e their motivations
How our product/service fits into the   context of their life.
Building a persona:
Background:                             Activities/Motivations
Name                                    What are they trying to achieve?
Age                                     Why are they trying to achieve this?
Background, family etc
Role/Job/Occupation
Leisure activities/recreational
interests, aspirations                       Project Engagement
                                             What is their relationship to the brand/
Characteristics                              service/product?
Technical use (tools, ability, access        What triggers the “interaction”?
points)                                      What similar brands might they use?


Scenarios
Introduction to building and using personas and scenarios in design
analysing research
seeing patterns
identifying personas
New Matilda
Joel - academic - regular user
                                          Active participant within the New Matilda community. Supports
                                          independent media, and the goals of the magazine. Been with
                                          them since pretty much the beginning when they were a print
                                          magazine.
Age: 48
                                                                Avid reader of political content on and
Assoc. Professor, Teaching Theories of
Journalism and New Media, at a Sydney                           offline.
University                                                      Likes to read articles and comment on them
                                                                as well as share them with others.
 Grown up family. Tries to get his kids                         Sometimes contributes articles
 interested in political issues. Supports                       He has a general interest in all the articles
 the greens and gives talks at                                  that are published.
 conferences. Enjoys reading and music,                         Prints stuff out to read on the bus.
 used to play in a band but recently they                       Sometimes looks for old articles to
 havenʼt been practicing much. Takes                            references in his lectures.
                                                                Uses RSS to get updates from his favourite
 public transport to work.
                                                                sites.
photo from http://www.flickr.com/photos/82705724@N00/97272720/
Shymika
           Shymika - “ad hoc” user
                                                 Found the site via a google search for internet censorship in
                                                 Australia. She is looking specifically for articles that address
                                                 the arguments made by Stephen Conroy on the internet filter
                  Jillian 38
                                                 scheme.
                  Came to the site via a google search for internet censorship in Australia. She
                  is looking specifically for articles that address the arguments made by Stephen
                                                                              Shymika is fact gathering for an internal report
                  Conroy on the internet filter scheme. She is works in business and IT and is

                                                                              on the impacts of ISP internet filtering for her
         fact gathering for an internal report on the impacts for her industry. She is
         often tasked with sumamrising directions in her industry to her colleagues and
                                                                              industry. She is often tasked with summarize
         reads a lot online. She is a gym and hiking fanatic and likes to balance her
 Age: 33 computer time with the outdoors. That said she takes her blackberrydirections in her industry to her colleagues and
 Business Analyst
         everywhere she goes.                                                 reads a lot online.

 ShymikaInterested in Article(s) on a specific topic
          works at a software
            • Factual
                                                         She is subscribed to a lot of online technology
 development company. She is a
         Touchpoint                                      websites and blogs via RSS.
            • Google Site
 gym and hiking fanatic and an article shows up in search or
            • Visits are infrequent - only when likes to

 balance herresearch
                 computer time with the                  She is interested factual article(s) on a specific
 outdoors. That said she takes her
         Engagement
         Reads the discussions but does not contribute   topic. She reads the discussions but only
 blackberry following an article via RSSshe goes. enough comments very rarely.
         May everywhere updates if its relevant


                                                                                      When researching she mostly uses google.
photo from http://www.flickr.com/photos/aviisme/875249653/
Anna - (future user)
                                                                        Isnʼt aware of New Matilda but is very interested in
                                                                        wide ranging political opinion and debates,

                  Jillian 38
                                                                        particular regional politics.
                  Came to the site via a google search for internet censorship in Australia. She
                  is looking specifically for articles that address the arguments made by Stephen
                  Conroy on the internet filter scheme. She is works in business and IT and is
                  fact gathering for an internal report on the impacts for her industry. She is
                  often tasked with sumamrising directions in her industry to her colleagues and

Age: 21 reads a lot online. She is a gym and hiking fanatic and likes to balance her Spends most of her connected time on
Political computer time withStudent said she takes her blackberry
           Science the outdoors. That                                                news, social networking, music and
           everywhere she goes.

                                                                                     media sites.
RecentlyInterested in Article(s) on a Perth to
             moved from specific topic
              • Factual
Melbourne for Uni. She flats with other                                               Posts interesting articles she finds onto
           Touchpoint
students and enjoys getting to know
              • Google Site
              • Visits are infrequent - only when an article shows up in search or   her facebook profile and religiously
the Melbourne scene. She is a keen
                  research
                                                                                     bookmarks stuff on delicious to share with
photographer and volunteers part time
           Engagement
                                                                                     her network.
           Reads the discussions but does not contribute
at an animal shelter.viaShe likesrelevantshare
           May following an article    RSS updates if its to enough
her vision for future Australia with                                                 Also uses delicious as a way to find good
friends and other students, when                                                     articles through other people.
theyʼll listen.
photo from http://www.flickr.com/photos/thomashawk/132574958/
building personas




    client workshops,         survey
    interviews
    & site visits


        100
         75
         50
         25
          0

statistics (hits, keywords)
                              secondary research
informing design
informing design

                   Participation easy and visible

                   Rich navigation

                   Better search ranking

                   Easy to share and subscribe
nudies
creating nudies
Rick, NGO in Thailand
Dianne, Philanthropic Institute in the US
Ash, 9yo Sports & Science fanatic




                               Akira, 8.5yo Science & Music enthusiast
why nudies?

              Shifts our perspective to the user


              Reveals important information...



              Fun, visual and memorable
Personas

Manage and share   research

Represent important   patterns about behavior

Provide a user perspective for   guiding design

Prompt   new design possibilities and features
Can trigger further research
Scenarios
    Scenarios

descriptions of everyday situations




remind us that people are using our products and services as part of their
everyday lives...
example scenario




                       At lunch Joel and his friend Rick get to
                       talking about the phenomena of Susan
                       Boyle. Joel refers to an article about it on
                       New Matilda, after lunch he finds it again and
                       sends it to Rick.




 They describe an   instance of use...in context.
SCENARIOS

(with a purpose)
                            current scenario

                            future scenario

                            test scenarios


                   Bødker 2000
current use scenario



            While checking his email at work in the morning Joel
            sees a New Matilda headline that catches his eye. He
            reads the first half of the article before emailing the link to
            a friend. Later that morning he returns to read the rest.
            He tries to leave a comment but canʼt remember his
            password.
future use scenario




While checking his news feeds at work in the morning Joel sees a New Matilda
headline that catches his eye. He reads half the article before sending it on to a
friend. Later that morning he returns to read the rest before leaving a comment.
Itʼs a particularly funny article so he also bookmarks it posts it to his facebook
profile.
creating a scenario



      •Who is the persona involved?
      •What triggers this experience?
      •What happens?
      •What is the outcome?


  Focus on activities people do, and the context
  in which they do them.
scenarios and personas in design
testing designs
ʻmagicʼ Scenario




Akira
                   Akiras trip to the zoo
Scenarios

Assist us in thinking about   use in context
Expose   problems and opportunities in current design
Flesh out and   evaluate a design idea from multiple perspectives
personas and scenarios: design tools




        made with a purpose ( ø                   B dker 2000)




used to inform the design, not make your design idea sound good!
use is messy and complex




     concrete and specific: Keep us connected to the use context
we see the world differently




                           empathy: Focus our attention on the users experience
http://2.bp.blogspot.com/_qPU4xXquQ44/SdWeSGPOTSI/AAAAAAAAADs/XtbdRoCu3bs/s1600-h/just_funny_dogs.jpg
communicate & share




          a design   resource we can share with others
help us to reflect and reason




                   tools for thinking about design   (Robertson et al. 2005)
References
Bødker, S. 2000, 'Scenarios in user-centred design--setting the
     stage for reflection and action', Interacting with Computers,
     vol. 13, no. 1, pp. 61-75.
Robertson, T., Mansfield, T. & Loke, L. 2005, '"Tools to think With"
     - Critical Engagement in the Design of an Immersive
     Environment for Public Use', Submitted to Critical
     Computing 2005.



Image Credits
 http://www.enginegroup.co.uk/service_design/m_page/personas
 http://www.flickr.com/photos/lynchaos/95475525/sizes/o/
 http://www.flickr.com/photos/wallabee/71125812/
 http://wiki.fluidproject.org/display/fluid/Persona%2BFormat
 http://www.flickr.com/photos/alexkon/56086855/
 http://www.flickr.com/photos/nassergazi/2849017127/
 http://www.flickr.com/photos/lst1984/2019117548/
 http://www.flickr.com/photos/mandric/2501017254/
 http://www.photoshopessentials.com/images/photo-effects/photo-
 fill/main-cropped.jpg
 http://static.photo.net/attachments/bboard/00O/
 00Omjg-42267684.jpg
 http://www.flickr.com/photos/aviisme/875249653/photo from
 http://www.flickr.com/photos/thomashawk/132574958/
 photo from http://www.flickr.com/photos/aviisme/875249653/
 http://www.flickr.com/photos/katjohnston/2820517823/
 http://www.flickr.com/photos/afronie/227438290/
 http://www.flickr.com/photos/jlmcvay/21895410/
 photo from http://www.flickr.com/photos/
 82705724@N00/97272720/
 http://www.flickr.com/photos/kimberlyfaye/2785383504/
 http://www.flickr.com/photos/tim166/293161965/sizes/l/

Thanks to Digital Eskimo & their awesome Clients

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Introduction to building and using personas and scenarios in design

  • 1. WEEK 9 Researching Design Processes UTS building and using personas and scenarios penny hagen
  • 3. personas and scenarios: design tools image http://www.flickr.com/photos/bre/552152780/
  • 4. our designs live here image http://www.flickr.com/photos/tim166/293161965/sizes/l/
  • 5. help us stay connected to our users and the real world, while we are in our design studio.
  • 6. Personas a description of a representative user (a pretend person who represents a type or group of users)
  • 7. examples Dianne images http://wiki.fluidproject.org/display/fluid/Persona%2BFormat
  • 8. example persona: Giles Attributes •Tech-savvy, interested in new technologies •Uses a lot of keyboard shortcuts •Comfortable in both Mac and PC platforms •Eager to try out new technologies •Diligent blogger •Finds IM too distracting so stays off it “I do everything with my laptop” Goals •Get good grades Background •Continue to get funding to complete his masters Age: 25 thesis next year Occupation: Graduate student •Be actively involved in bike clubs and lead an School: Faculty of Information social/outdoorsy life outside school Technology level: Programmer, •Keep fit uber power-user of computers, •Continue to blog regularly to get recognition from very "Web 2.0" the online community Derived from : http://wiki.fluidproject.org/pages/viewpage.action?pageId=2884113
  • 9. example persona: Robert Background •Age: 35 •Occupation: Educator at Wildlife Center •Technology level: Definitely not "into" technology, but uses it when needed to get the job done. Attributes • Going back to school as an online student after years in the workforce • Studies at home alone • Sometimes finds the technology in his online course to be more of an impediment than a help • Doesn't want school to get in the way of his social life Goals "I want technology to • Teach people about the importance of protecting the environment stay out of my way." • Obtain his teaching certificate • Continue to do well at his job and not let school get in the way • Maintain his active social life Derived from http://wiki.fluidproject.org/display/fluid/Charlie+Jones+(Online+Student+-+Adult+Learner)
  • 10. Personas Tell us: who the users are. what are the activities they wish to perform. why they might use/buy/wear/visit our product i.e their motivations How our product/service fits into the context of their life.
  • 11. Building a persona: Background: Activities/Motivations Name What are they trying to achieve? Age Why are they trying to achieve this? Background, family etc Role/Job/Occupation Leisure activities/recreational interests, aspirations Project Engagement What is their relationship to the brand/ Characteristics service/product? Technical use (tools, ability, access What triggers the “interaction”? points) What similar brands might they use? Scenarios
  • 17. Joel - academic - regular user Active participant within the New Matilda community. Supports independent media, and the goals of the magazine. Been with them since pretty much the beginning when they were a print magazine. Age: 48 Avid reader of political content on and Assoc. Professor, Teaching Theories of Journalism and New Media, at a Sydney offline. University Likes to read articles and comment on them as well as share them with others. Grown up family. Tries to get his kids Sometimes contributes articles interested in political issues. Supports He has a general interest in all the articles the greens and gives talks at that are published. conferences. Enjoys reading and music, Prints stuff out to read on the bus. used to play in a band but recently they Sometimes looks for old articles to havenʼt been practicing much. Takes references in his lectures. Uses RSS to get updates from his favourite public transport to work. sites. photo from http://www.flickr.com/photos/82705724@N00/97272720/
  • 18. Shymika Shymika - “ad hoc” user Found the site via a google search for internet censorship in Australia. She is looking specifically for articles that address the arguments made by Stephen Conroy on the internet filter Jillian 38 scheme. Came to the site via a google search for internet censorship in Australia. She is looking specifically for articles that address the arguments made by Stephen Shymika is fact gathering for an internal report Conroy on the internet filter scheme. She is works in business and IT and is on the impacts of ISP internet filtering for her fact gathering for an internal report on the impacts for her industry. She is often tasked with sumamrising directions in her industry to her colleagues and industry. She is often tasked with summarize reads a lot online. She is a gym and hiking fanatic and likes to balance her Age: 33 computer time with the outdoors. That said she takes her blackberrydirections in her industry to her colleagues and Business Analyst everywhere she goes. reads a lot online. ShymikaInterested in Article(s) on a specific topic works at a software • Factual She is subscribed to a lot of online technology development company. She is a Touchpoint websites and blogs via RSS. • Google Site gym and hiking fanatic and an article shows up in search or • Visits are infrequent - only when likes to balance herresearch computer time with the She is interested factual article(s) on a specific outdoors. That said she takes her Engagement Reads the discussions but does not contribute topic. She reads the discussions but only blackberry following an article via RSSshe goes. enough comments very rarely. May everywhere updates if its relevant When researching she mostly uses google. photo from http://www.flickr.com/photos/aviisme/875249653/
  • 19. Anna - (future user) Isnʼt aware of New Matilda but is very interested in wide ranging political opinion and debates, Jillian 38 particular regional politics. Came to the site via a google search for internet censorship in Australia. She is looking specifically for articles that address the arguments made by Stephen Conroy on the internet filter scheme. She is works in business and IT and is fact gathering for an internal report on the impacts for her industry. She is often tasked with sumamrising directions in her industry to her colleagues and Age: 21 reads a lot online. She is a gym and hiking fanatic and likes to balance her Spends most of her connected time on Political computer time withStudent said she takes her blackberry Science the outdoors. That news, social networking, music and everywhere she goes. media sites. RecentlyInterested in Article(s) on a Perth to moved from specific topic • Factual Melbourne for Uni. She flats with other Posts interesting articles she finds onto Touchpoint students and enjoys getting to know • Google Site • Visits are infrequent - only when an article shows up in search or her facebook profile and religiously the Melbourne scene. She is a keen research bookmarks stuff on delicious to share with photographer and volunteers part time Engagement her network. Reads the discussions but does not contribute at an animal shelter.viaShe likesrelevantshare May following an article RSS updates if its to enough her vision for future Australia with Also uses delicious as a way to find good friends and other students, when articles through other people. theyʼll listen. photo from http://www.flickr.com/photos/thomashawk/132574958/
  • 20. building personas client workshops, survey interviews & site visits 100 75 50 25 0 statistics (hits, keywords) secondary research
  • 22. informing design Participation easy and visible Rich navigation Better search ranking Easy to share and subscribe
  • 25. Rick, NGO in Thailand
  • 27. Ash, 9yo Sports & Science fanatic Akira, 8.5yo Science & Music enthusiast
  • 28. why nudies? Shifts our perspective to the user Reveals important information... Fun, visual and memorable
  • 29. Personas Manage and share research Represent important patterns about behavior Provide a user perspective for guiding design Prompt new design possibilities and features Can trigger further research
  • 30. Scenarios Scenarios descriptions of everyday situations remind us that people are using our products and services as part of their everyday lives...
  • 31. example scenario At lunch Joel and his friend Rick get to talking about the phenomena of Susan Boyle. Joel refers to an article about it on New Matilda, after lunch he finds it again and sends it to Rick. They describe an instance of use...in context.
  • 32. SCENARIOS (with a purpose) current scenario future scenario test scenarios Bødker 2000
  • 33. current use scenario While checking his email at work in the morning Joel sees a New Matilda headline that catches his eye. He reads the first half of the article before emailing the link to a friend. Later that morning he returns to read the rest. He tries to leave a comment but canʼt remember his password.
  • 34. future use scenario While checking his news feeds at work in the morning Joel sees a New Matilda headline that catches his eye. He reads half the article before sending it on to a friend. Later that morning he returns to read the rest before leaving a comment. Itʼs a particularly funny article so he also bookmarks it posts it to his facebook profile.
  • 35. creating a scenario •Who is the persona involved? •What triggers this experience? •What happens? •What is the outcome? Focus on activities people do, and the context in which they do them.
  • 38. ʻmagicʼ Scenario Akira Akiras trip to the zoo
  • 39. Scenarios Assist us in thinking about use in context Expose problems and opportunities in current design Flesh out and evaluate a design idea from multiple perspectives
  • 40. personas and scenarios: design tools made with a purpose ( ø B dker 2000) used to inform the design, not make your design idea sound good!
  • 41. use is messy and complex concrete and specific: Keep us connected to the use context
  • 42. we see the world differently empathy: Focus our attention on the users experience http://2.bp.blogspot.com/_qPU4xXquQ44/SdWeSGPOTSI/AAAAAAAAADs/XtbdRoCu3bs/s1600-h/just_funny_dogs.jpg
  • 43. communicate & share a design resource we can share with others
  • 44. help us to reflect and reason tools for thinking about design (Robertson et al. 2005)
  • 45. References Bødker, S. 2000, 'Scenarios in user-centred design--setting the stage for reflection and action', Interacting with Computers, vol. 13, no. 1, pp. 61-75. Robertson, T., Mansfield, T. & Loke, L. 2005, '"Tools to think With" - Critical Engagement in the Design of an Immersive Environment for Public Use', Submitted to Critical Computing 2005. Image Credits http://www.enginegroup.co.uk/service_design/m_page/personas http://www.flickr.com/photos/lynchaos/95475525/sizes/o/ http://www.flickr.com/photos/wallabee/71125812/ http://wiki.fluidproject.org/display/fluid/Persona%2BFormat http://www.flickr.com/photos/alexkon/56086855/ http://www.flickr.com/photos/nassergazi/2849017127/ http://www.flickr.com/photos/lst1984/2019117548/ http://www.flickr.com/photos/mandric/2501017254/ http://www.photoshopessentials.com/images/photo-effects/photo- fill/main-cropped.jpg http://static.photo.net/attachments/bboard/00O/ 00Omjg-42267684.jpg http://www.flickr.com/photos/aviisme/875249653/photo from http://www.flickr.com/photos/thomashawk/132574958/ photo from http://www.flickr.com/photos/aviisme/875249653/ http://www.flickr.com/photos/katjohnston/2820517823/ http://www.flickr.com/photos/afronie/227438290/ http://www.flickr.com/photos/jlmcvay/21895410/ photo from http://www.flickr.com/photos/ 82705724@N00/97272720/ http://www.flickr.com/photos/kimberlyfaye/2785383504/ http://www.flickr.com/photos/tim166/293161965/sizes/l/ Thanks to Digital Eskimo & their awesome Clients