Norman in 1986 in his book The Design of Everyday Things ‣ uses the term "user-centered design" to describe design based on the needs of the user ‣ aesthetics are secondary issues http://en.wikipedia.org/wiki/User-centered_design#Analysis_tools_used_in_user-centered_design
unique group of users (who share common goals). ‣ Created by conducting user research and summarizing trends into one or more archetypes. ‣ Analysis tools used in user-centered design (personas, scenarios, and essential use cases). 7
know about your user. ‣ Will help to highlight pain points and opportunities to tailor your product to your user ‣ Keep your product focused on your key users rather than building for the whole world. 10 WHY ARE PERSONAS IMPORTANT?
Based on the data you’ve gathered, not your imagination. ‣ Goals / Needs ‣ Behaviors ‣ Biographical information (name, photo, age, gender, location, income, etc) ‣ Optionally assign it personality traits (again, based on your research) 12 WHAT SHOULD IT INCLUDE? › MAKING PERSONAS ACTUALLY USEFUL
‣ In the third person persona[:role]> <performs a task>[so that<un-obvious goal>] ‣ By UX specialists in collaboration with business analysts ‣ After user research and rough design 15 SCENARIOS ARE WRITTEN http://interactions.acm.org/archive/view/november-december-2013/user-stories-dont-help-users-Introducing-persona-stories
newsletter with tips on using new features on Monday morning at 10AM, immediately after his status meeting at the office. He clicks through from his Android phone. He has time to read a single blog post before his next meeting. http://www.nngroup.com/articles/analytics-persona-segment/ EXAMPLE