Modeling User Goals & Personas

Transcript

1. Modeling Users: Personas & Goals Mayank Khanna mayankk@umich.edu
2. What are Personas? • Descriptive Models of end-users of a product • They act as a powerful tool for communicating about diff. types of users and their needs.
3. Why are they useful? Determine the focus of a product Allows for measuring the effectiveness of design Acts as common language for stakeholders Ensures agreement to the design plan Contribute to areas like marketing and strategic planning
4. Why are they useful? Help resolve design issues: Every stakeholder has his own perception about the user Designers & Developers design for themselves Extreme conditions that are good to incorporate but are not the main focus The Elastic User Self- referential design Edge Cases
5. Personas are based on real-world observations Represented as individual people Represent a group of users Explore ranges of behavior May represent non-users Have motivations that drives behavior
6. What are Goals? • While personas provide the context in which user behaviors takes place, Goals are reasons behind those behaviors • Goals motivate the user to do what they do
7. Represent a persona’s long term desires and motivations e.g. Remain socially connected, Share personal thoughts with my followers Represent the user’s motivation for performing tasks associated with using a product e.g. Show me places of interest, Give me the best airfare charges Types of User Goals Express how someone wants to feel while using a product e.g. Animated transitions, notification sounds, visual appeal Experience Goals End Goals Life Goals
8. Constructing Personas Identify Behavioral Variables Focus on user activities Map interview subjects to behavioral variables Classify the users based on shown behavior Identify significant behavior personas Search for group of users depicting similar behavior Synthesize characteristics & relevant goals Derive context and end goals of user Check for completeness & redundancy Fill gaps about the persona’s characteristics Expand description of attributes & behaviors Provide descriptive details of user behavior Designate Persona Types Identify the most important & supplementary personas 1 2 3 4 5 6 7
9. Discussion • If we were to design a mobile app for one of the National banks in America, what would be different characteristics of that persona? • What would be the end goals of that persona?
10. Questions ?
11. Thank You