PERSONAS AND SCENARIOS. Lesson 9 Personas and Scenarios

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Frederick Todd
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1 User Centred Design 09 PERSONAS AND SCENARIOS Lesson 9 Personas and Scenarios

2 PREVIOUS LESSON(S) Participatory Design Actively involve stakeholders in the process (Some) Techniques: Six Thinking Hats Card Sorting PICTIVE Acting Out

3 PICTIVE AND ACTING OUT

4 TODAY Personas Scenarios

5 01 PERSONAS

6 PERSONAS FORM GROUPS OF SECONDS

7 PERSONAS FORM GROUPS OF 5-6

8 PERSONAS Goal Find out all you can about personas in User- Centred Design / Interaction Design / User Experience What are personas? How to create them? What are they good for? 20 minutes!

9 DISCUSSING PERSONAS What are personas? How to create them? What are they good for?

10 WHAT ARE PERSONAS? Fictitious person that represents a group of users Impersonates a given user profile (stereotype) Has a background story, role, goals, attitudes, activities, context, etc. Supported by data Typically used with scenarios

11 WHAT MAKES A GOOD PERSONA? Make user research visible Be realistic and use collected data Focus on the now Rather than what might happen in the future Bootstrap the design task

12 WHAT MAKES A GOOD PERSONA? It should communicate Context in which the product will be used Behaviours and attitudes of users Wants/needs/expectations from the product you re designing Difficulties users want to overcome Goals that users may have Level of detail is related with user research

PERSONA - EXAMPLE Senior Manager Mathew Johnson Demographics 51 years old, Married, Father of three, Grandfather of one, PhD in Agricultural Economics.

13 PERSONA - EXAMPLE Senior Manager Mathew Johnson Demographics 51 years old, Married, Father of three, Grandfather of one, PhD in Agricultural Economics. Behaviours and Concerns Focused and strong leadership. Very concerned with maintaining quality across programs. Tasks Request and review reports, reply to s, supervise staff Can you get me that staff analysis report by Tuesday? Environment Uses a PC in his office and a smartphone outside.

14 PERSONA - EXAMPLE

15 PERSONAS - EXAMPLES

16 PERSONA - TEMPLATE Update it to your own needs A3 Poster

17 WHY PERSONAS? Communication & Empathy Help people better connect with users needs Ideation Act as source of inspiration and keep things grounded in user research Decision-making Validate decisions with personas (E.g. is that what users really need? )

18 PERSONAS MANTRA YOUR PERSONAS ARE ONLY AS GOOD AS THE RESEARCH BEHIND THEM

19 02 SCENARIOS

20 WHAT ARE SCENARIOS?

21 WHAT ARE USER SCENARIOS? Story (of a) Goal that a user wants to accomplish You should describe Who, what, when, where, why and how Leverage personas From static character to active character

22 WHAT MAKES A GOOD SCENARIO? Persona Context Where is the persona? When does it happen? Who else is around? Beginning Motivation for what happens and user goal Action What happens? How/why does it happen? Ending What is the result? Was the goal accomplished?

23 SOME NOTES ON SCENARIOS Use the users vocabulary Focus on activities, not on technologies Scenarios come up from user research

24 EXAMPLE: CHOOSING A CAR John s car is old and flaky. He definitely needs a new one. When choosing a new car, the first thing John does is to watch cars on the road and identify the ones that he like. This may take several weeks. He would also try to read any consumer reports that include car performance assessments. Hopefully, these activities will result in picking a car to buy. The next stage will be to visit a showroom and see at first hand what the car looks like, and how comfortable it is to sit in. lf he still feels positive about the car, he ll ask for a test drive. Even a short test drive helps him understand how well the car handles, how noisy the engine is, how smooth gear changes are, and so on. Once he has driven the car, John can usually tell whether he would like to own it or not.

25 TYPES OF SCENARIOS Current (with current tools) User scenarios / problem scenarios Future Design scenarios

26 EXAMPLE: CHOOSING A CAR John s car is old and flaky. He definitely needs a new one. John goes down the street to the local one-stop car shop. The shop has a number of booths. Inside there's a large seat that reminds him of a racing car seat, and in front of that a VR headset and car controls. As John sits down and puts the headset, the display jumps into life. It allow him to browse through video clips of new cars or search by car make, model, or year. He can choose as many of these as he likes. He spends about an 1 hour looking through materials and chooses one he likes. By flicking a switch in his armrest, he calls up the virtual reality simulation. This is really great as it allows John to take the car for a virtual test drive and decide whether he likes it or not.

27 WHY SCENARIOS? Communication and shared understanding Communicate key tasks users (will) perform to all stakeholders Context of use Captures users goals as well as the journey Ideation Explore new ideas through scenarios

28 SUMMARY Personas Representation of a user group based on user research Scenarios Story of a goal a user want to accomplish

29 THE ONLY STUPID QUESTIONS ARE THOSE THAT STAY WITH YOU What wasn t clear enough? What should be improved?

30 PERSONAS AND SCENARIOS

SERVICE DESIGN User personas

SERVICE DESIGN User personas CONTENT User personas TOOLS AND METHODS User persona SERVICE DESIGN PROCESS USER INFORMATION USER PERSONAS USER STORIES CUSTOMER JOURNEY SERVICE CONCEPT Design ethnography