SlideShare une entreprise Scribd logo
1  sur  43
Télécharger pour lire hors ligne
Users:
those mysterious creatures at the
other end of the mouse

Persona modeler
@danachis
Matthew
Attorney
House in Brooklyn
Married
Loves his Blackberry
Hates email
Reads NYTimes on iPad
Addicted to Words With Friends
Buying tickets on a
university web site
for the Big Game
Edith
Follows Detroit Tigers
Hates ESPN.com
Loves face-to-face online
Dennis
Building contractor
Cell phone is for calling home
Very tuned in to current events
Sees no usefulness in Facebook
Recently more absent-minded
Difficulty doing standard calculations
Jane
1,000-acre farm
Tweets soil chemical readings
Tablet instrumented to aggregate data
• Personas: Archetypal users
  ‣ Composites of real users
  ‣ Function or task-based
You: designer & developer
            How do you design for these people
            based on what you know?



            Think about each of the people as you
            answer these questions:
What can we say about how
  persistent the person is?
How pro-active will this person
      be in solving problems?
How easily will this person
     become frustrated?
How tech savvy is this person?
How literate is this person in
                 the domain?
Little data, lots of assumptions
How old are they?


      54                 83                28              60

Matthew             Edith             Dennis          Jane
Blackberry-loving   ESPN.com-hating   Facebookwhat?   Farmer nerd
Brooklyn attorney   Hangouts fan
How old are they?
       How educated are they?
How much money do they make?
These don’t matter.
If demographics don’t matter, what do you do?
Ask the right questions
• persistence with tech
• tolerance for risk & experimentation
• how patient, how easily frustrated


• tech savviness, expertise
• strength of tech vocabulary


• physical or cognitive abilities
• Attitude
 motivation, emotion, risk tolerance,
 persistence, optimism or pessimism
• Aptitude
 current knowledge, ability to make
 inferences, expertise
• Ability
 physical and cognitive attributes
!

    Persona modeler
Persona modeler is a technique
‣ Focus on the attributes that matter
‣ Accounting for what the user brings to the design
‣ Adjustable to context, relationships, domain
Persona modeler is a tool
‣ Framework to think about provisional or proto-personas (little or no data)
‣ Schema to evaluate existing personas’ strength of coverage
Persona modeler is a collaboration tool
‣ Do our personas cover all the right attributes?
‣ Have we heard from all the users we need to hear from?
Task +
functionality	
Buying tickets on a
university web site for the
Big Game
Home or visitor?
Suites or Varsity Club?
Student section?
Drunk girls section?
Ask the right questions

• Who is the most persistent when it comes to working
  with technology?
• Who is the most likely to experiment and create
  workarounds when something doesn’t work the way
  they expect?
• Who do you think will give up when they encounter
  frustrations out of impatience?
Ask the right questions

• Which one is the most tech savvy - expertise? Which
  one strikes you as the least tech savvy?
• Which one is the most likely to call tech support to help
  them get out of some tech pickle? Or who will call the
  800 number to order rather than using the web site?
• Who will have the most advanced tech vocabulary
  when they do call for support?
Matthew
Attorney
House in Brooklyn, married
Assistant books reservations
Loves his Blackberry
Hates email
Reads NYTimes on iPad
Addicted to Words With Friends
Doesn’t spend a lot of time on the Web
Avid hiker and birder
Bad knees
Needs Rx eyepiece for scope
M

            M

                 M
!

    Where does Matthew fit?
Edith
Avid sports fan
Follows Detroit Tigers
Hates ESPN.com
Loves face-to-face online
Picked up Skype early, quickly
Prefers Google Hangouts
Dropped FaceTime -
      gestures were frustrating
E

                 E

          E
!

    Where does Edith fit?
Dennis
Building contractor
Married to a nurse
They have 2 kids
8-year-old cell phone
Gets current events on the Web
Sees no usefulness in Facebook
Trouble sleeping, easily distracted
Iraq + Afganistan:
   Blunt Force Brain Trauma
D

                D

    D
!

        Where does Dennis fit?
Jane
1,000-acre farm
12 different systems every day
Tweets soil chemical readings
Smartphone alerts from exchanges
Tablet instrumented to aggregate data
Minimized manual input
Arthritic thumbs
Needs stronger progressive lenses
J

                    J

              J
!

    Where does Jane fit?
D M        E J

         DM        E J

              MJ
    D     E
!

        Persona modeling
How do
design
decisions
change with
these
attributes?
Subtlety of
affordances

Size of targets

Directness of the
happy path

Feedback modalities

Labeling & trigger
words

Amount of copy

Wording of
instructions &
messages
If you had this tool, what would you do next?
What would be different for your design?
Persona modeler

• Designing for attitude, aptitude, & ability
• Accounting for what the user brings to the design
• Checking that personas cover the right things
Big ideas
Persona modeler: fast way to visualize users by
asking important questions

 framework for talking about who users are

 can tell which users might be missing

 works with any amount of data

 middle ground between demographics and
 research-based personas
Where to learn more
Dana’s blog:
http://usabilitytestinghowto.blogspot.com/


Download templates, examples, and links to
other resources from www.wiley.com/go/
usabilitytesting
Dana
Chisnell
dana@usabilityworks.net

www.usabilityworks.net
415.519.1148



@danachis

Contenu connexe

Similaire à The users at the end of the mouse - using the 3As to model personas

Using voter personas to understand who is coming to your election department ...
Using voter personas to understand who is coming to your election department ...Using voter personas to understand who is coming to your election department ...
Using voter personas to understand who is coming to your election department ...Dana Chisnell
 
Making sense of the data
Making sense of the dataMaking sense of the data
Making sense of the dataDana Chisnell
 
Gadgets, Games and Gizmos for Learning: Teach on the Beach
Gadgets, Games and Gizmos for Learning: Teach on the BeachGadgets, Games and Gizmos for Learning: Teach on the Beach
Gadgets, Games and Gizmos for Learning: Teach on the BeachKarl Kapp
 
Is Enterprise Data Literacy Possible?
Is Enterprise Data Literacy Possible?Is Enterprise Data Literacy Possible?
Is Enterprise Data Literacy Possible?DATAVERSITY
 
Finding, Evaluating, Understanding, and Using Information: Information Litera...
Finding, Evaluating, Understanding, and Using Information: Information Litera...Finding, Evaluating, Understanding, and Using Information: Information Litera...
Finding, Evaluating, Understanding, and Using Information: Information Litera...bdobler2
 
Information Architecture 101
Information Architecture 101Information Architecture 101
Information Architecture 101Christina Wodtke
 
Learning Technology
Learning TechnologyLearning Technology
Learning TechnologyKarl Kapp
 
Getting started in data science (4:3)
Getting started in data science (4:3)Getting started in data science (4:3)
Getting started in data science (4:3)Thinkful
 
Getting started in data science (4:3)
Getting started in data science (4:3)Getting started in data science (4:3)
Getting started in data science (4:3)Thinkful
 
Staffing Software Management Positions in a Development Office
Staffing Software Management Positions in a Development OfficeStaffing Software Management Positions in a Development Office
Staffing Software Management Positions in a Development Office4Good.org
 
Alexandria School District - 21st Century Literacy
Alexandria School District - 21st Century LiteracyAlexandria School District - 21st Century Literacy
Alexandria School District - 21st Century LiteracyBarry Dahl
 
021209 Cio Roundtable Presentation
021209 Cio Roundtable Presentation021209 Cio Roundtable Presentation
021209 Cio Roundtable PresentationJames Sutter
 
Technology and Enablement in the Social Age
Technology and Enablement in the Social AgeTechnology and Enablement in the Social Age
Technology and Enablement in the Social AgeKemp Edmonds
 
Agile and Generative AI - friends or foe?
Agile and Generative AI - friends or foe?Agile and Generative AI - friends or foe?
Agile and Generative AI - friends or foe?Emiliano Soldi
 
N-Gen: Mind & Body
N-Gen: Mind & BodyN-Gen: Mind & Body
N-Gen: Mind & Bodyrubiz
 
How Not to Get Fired Using Social Media at Work - EEO, Diversity and Social M...
How Not to Get Fired Using Social Media at Work - EEO, Diversity and Social M...How Not to Get Fired Using Social Media at Work - EEO, Diversity and Social M...
How Not to Get Fired Using Social Media at Work - EEO, Diversity and Social M...GovLoop
 
Shuhanhui zhuang desma9_midterm
Shuhanhui zhuang desma9_midtermShuhanhui zhuang desma9_midterm
Shuhanhui zhuang desma9_midtermMilton Zhuang
 
What data scientists really do, according to 50 data scientists
What data scientists really do, according to 50 data scientistsWhat data scientists really do, according to 50 data scientists
What data scientists really do, according to 50 data scientistsHugo Bowne-Anderson
 

Similaire à The users at the end of the mouse - using the 3As to model personas (20)

Character creator
Character creatorCharacter creator
Character creator
 
Using voter personas to understand who is coming to your election department ...
Using voter personas to understand who is coming to your election department ...Using voter personas to understand who is coming to your election department ...
Using voter personas to understand who is coming to your election department ...
 
Making sense of the data
Making sense of the dataMaking sense of the data
Making sense of the data
 
Gadgets, Games and Gizmos for Learning: Teach on the Beach
Gadgets, Games and Gizmos for Learning: Teach on the BeachGadgets, Games and Gizmos for Learning: Teach on the Beach
Gadgets, Games and Gizmos for Learning: Teach on the Beach
 
Is Enterprise Data Literacy Possible?
Is Enterprise Data Literacy Possible?Is Enterprise Data Literacy Possible?
Is Enterprise Data Literacy Possible?
 
EEDL_JUL23_Webinar_FINAL.pdf
EEDL_JUL23_Webinar_FINAL.pdfEEDL_JUL23_Webinar_FINAL.pdf
EEDL_JUL23_Webinar_FINAL.pdf
 
Finding, Evaluating, Understanding, and Using Information: Information Litera...
Finding, Evaluating, Understanding, and Using Information: Information Litera...Finding, Evaluating, Understanding, and Using Information: Information Litera...
Finding, Evaluating, Understanding, and Using Information: Information Litera...
 
Information Architecture 101
Information Architecture 101Information Architecture 101
Information Architecture 101
 
Learning Technology
Learning TechnologyLearning Technology
Learning Technology
 
Getting started in data science (4:3)
Getting started in data science (4:3)Getting started in data science (4:3)
Getting started in data science (4:3)
 
Getting started in data science (4:3)
Getting started in data science (4:3)Getting started in data science (4:3)
Getting started in data science (4:3)
 
Staffing Software Management Positions in a Development Office
Staffing Software Management Positions in a Development OfficeStaffing Software Management Positions in a Development Office
Staffing Software Management Positions in a Development Office
 
Alexandria School District - 21st Century Literacy
Alexandria School District - 21st Century LiteracyAlexandria School District - 21st Century Literacy
Alexandria School District - 21st Century Literacy
 
021209 Cio Roundtable Presentation
021209 Cio Roundtable Presentation021209 Cio Roundtable Presentation
021209 Cio Roundtable Presentation
 
Technology and Enablement in the Social Age
Technology and Enablement in the Social AgeTechnology and Enablement in the Social Age
Technology and Enablement in the Social Age
 
Agile and Generative AI - friends or foe?
Agile and Generative AI - friends or foe?Agile and Generative AI - friends or foe?
Agile and Generative AI - friends or foe?
 
N-Gen: Mind & Body
N-Gen: Mind & BodyN-Gen: Mind & Body
N-Gen: Mind & Body
 
How Not to Get Fired Using Social Media at Work - EEO, Diversity and Social M...
How Not to Get Fired Using Social Media at Work - EEO, Diversity and Social M...How Not to Get Fired Using Social Media at Work - EEO, Diversity and Social M...
How Not to Get Fired Using Social Media at Work - EEO, Diversity and Social M...
 
Shuhanhui zhuang desma9_midterm
Shuhanhui zhuang desma9_midtermShuhanhui zhuang desma9_midterm
Shuhanhui zhuang desma9_midterm
 
What data scientists really do, according to 50 data scientists
What data scientists really do, according to 50 data scientistsWhat data scientists really do, according to 50 data scientists
What data scientists really do, according to 50 data scientists
 

Plus de Dana Chisnell

Next generation of civic designers
Next generation of civic designersNext generation of civic designers
Next generation of civic designersDana Chisnell
 
Making Voting Accessible
Making Voting Accessible Making Voting Accessible
Making Voting Accessible Dana Chisnell
 
Answering voters' questions at county election websites
Answering voters' questions at county election websites Answering voters' questions at county election websites
Answering voters' questions at county election websites Dana Chisnell
 
Fooled by best practice
Fooled by best practiceFooled by best practice
Fooled by best practiceDana Chisnell
 
Don't make me read! Less is more in information for voters
Don't make me read! Less is more in information for votersDon't make me read! Less is more in information for voters
Don't make me read! Less is more in information for votersDana Chisnell
 
I can't find what i'm looking for
I can't find what i'm looking forI can't find what i'm looking for
I can't find what i'm looking forDana Chisnell
 
Usability and security in future voting systems
Usability and security in future voting systemsUsability and security in future voting systems
Usability and security in future voting systemsDana Chisnell
 
Gaining design insight through recruiting research participants
Gaining design insight through recruiting research participants Gaining design insight through recruiting research participants
Gaining design insight through recruiting research participants Dana Chisnell
 
Looking across the voter experience
Looking across the voter experienceLooking across the voter experience
Looking across the voter experienceDana Chisnell
 
Anywhere Ballot iterations
Anywhere Ballot iterationsAnywhere Ballot iterations
Anywhere Ballot iterationsDana Chisnell
 
Iterations paper prototype
Iterations   paper prototypeIterations   paper prototype
Iterations paper prototypeDana Chisnell
 
Rethinking user research for social web
Rethinking user research for social webRethinking user research for social web
Rethinking user research for social webDana Chisnell
 
Usability of County Election Websites
Usability of County Election WebsitesUsability of County Election Websites
Usability of County Election WebsitesDana Chisnell
 
Usability and security in future voting systems
Usability and security in future voting systemsUsability and security in future voting systems
Usability and security in future voting systemsDana Chisnell
 
Rethinking user research for social web
Rethinking user research for social webRethinking user research for social web
Rethinking user research for social webDana Chisnell
 
Democracy is a design problem
Democracy is a design problemDemocracy is a design problem
Democracy is a design problemDana Chisnell
 
Counter to intent: Voters' mental models of alternative counting methods
Counter to intent: Voters' mental models of alternative counting methodsCounter to intent: Voters' mental models of alternative counting methods
Counter to intent: Voters' mental models of alternative counting methodsDana Chisnell
 
California's top lessons learned in design and language
California's top lessons learned in design and languageCalifornia's top lessons learned in design and language
California's top lessons learned in design and languageDana Chisnell
 
Users at the end of the mouse - Persona modeler
Users at the end of the mouse - Persona modelerUsers at the end of the mouse - Persona modeler
Users at the end of the mouse - Persona modelerDana Chisnell
 

Plus de Dana Chisnell (20)

Next generation of civic designers
Next generation of civic designersNext generation of civic designers
Next generation of civic designers
 
Making Voting Accessible
Making Voting Accessible Making Voting Accessible
Making Voting Accessible
 
Answering voters' questions at county election websites
Answering voters' questions at county election websites Answering voters' questions at county election websites
Answering voters' questions at county election websites
 
Fooled by best practice
Fooled by best practiceFooled by best practice
Fooled by best practice
 
Don't make me read! Less is more in information for voters
Don't make me read! Less is more in information for votersDon't make me read! Less is more in information for voters
Don't make me read! Less is more in information for voters
 
I can't find what i'm looking for
I can't find what i'm looking forI can't find what i'm looking for
I can't find what i'm looking for
 
Usability and security in future voting systems
Usability and security in future voting systemsUsability and security in future voting systems
Usability and security in future voting systems
 
Gaining design insight through recruiting research participants
Gaining design insight through recruiting research participants Gaining design insight through recruiting research participants
Gaining design insight through recruiting research participants
 
Looking across the voter experience
Looking across the voter experienceLooking across the voter experience
Looking across the voter experience
 
Anywhere Ballot iterations
Anywhere Ballot iterationsAnywhere Ballot iterations
Anywhere Ballot iterations
 
Iterations paper prototype
Iterations   paper prototypeIterations   paper prototype
Iterations paper prototype
 
Rethinking user research for social web
Rethinking user research for social webRethinking user research for social web
Rethinking user research for social web
 
Persona modeler
Persona modelerPersona modeler
Persona modeler
 
Usability of County Election Websites
Usability of County Election WebsitesUsability of County Election Websites
Usability of County Election Websites
 
Usability and security in future voting systems
Usability and security in future voting systemsUsability and security in future voting systems
Usability and security in future voting systems
 
Rethinking user research for social web
Rethinking user research for social webRethinking user research for social web
Rethinking user research for social web
 
Democracy is a design problem
Democracy is a design problemDemocracy is a design problem
Democracy is a design problem
 
Counter to intent: Voters' mental models of alternative counting methods
Counter to intent: Voters' mental models of alternative counting methodsCounter to intent: Voters' mental models of alternative counting methods
Counter to intent: Voters' mental models of alternative counting methods
 
California's top lessons learned in design and language
California's top lessons learned in design and languageCalifornia's top lessons learned in design and language
California's top lessons learned in design and language
 
Users at the end of the mouse - Persona modeler
Users at the end of the mouse - Persona modelerUsers at the end of the mouse - Persona modeler
Users at the end of the mouse - Persona modeler
 

The users at the end of the mouse - using the 3As to model personas

  • 1. Users: those mysterious creatures at the other end of the mouse Persona modeler @danachis
  • 2. Matthew Attorney House in Brooklyn Married Loves his Blackberry Hates email Reads NYTimes on iPad Addicted to Words With Friends
  • 3. Buying tickets on a university web site for the Big Game
  • 4. Edith Follows Detroit Tigers Hates ESPN.com Loves face-to-face online
  • 5. Dennis Building contractor Cell phone is for calling home Very tuned in to current events Sees no usefulness in Facebook Recently more absent-minded Difficulty doing standard calculations
  • 6. Jane 1,000-acre farm Tweets soil chemical readings Tablet instrumented to aggregate data
  • 7. • Personas: Archetypal users ‣ Composites of real users ‣ Function or task-based
  • 8. You: designer & developer How do you design for these people based on what you know? Think about each of the people as you answer these questions:
  • 9. What can we say about how persistent the person is?
  • 10. How pro-active will this person be in solving problems?
  • 11. How easily will this person become frustrated?
  • 12. How tech savvy is this person?
  • 13. How literate is this person in the domain?
  • 14. Little data, lots of assumptions
  • 15. How old are they? 54 83 28 60 Matthew Edith Dennis Jane Blackberry-loving ESPN.com-hating Facebookwhat? Farmer nerd Brooklyn attorney Hangouts fan
  • 16. How old are they? How educated are they? How much money do they make?
  • 18. If demographics don’t matter, what do you do?
  • 19. Ask the right questions • persistence with tech • tolerance for risk & experimentation • how patient, how easily frustrated • tech savviness, expertise • strength of tech vocabulary • physical or cognitive abilities
  • 20. • Attitude motivation, emotion, risk tolerance, persistence, optimism or pessimism • Aptitude current knowledge, ability to make inferences, expertise • Ability physical and cognitive attributes
  • 21. ! Persona modeler
  • 22. Persona modeler is a technique ‣ Focus on the attributes that matter ‣ Accounting for what the user brings to the design ‣ Adjustable to context, relationships, domain
  • 23. Persona modeler is a tool ‣ Framework to think about provisional or proto-personas (little or no data) ‣ Schema to evaluate existing personas’ strength of coverage
  • 24. Persona modeler is a collaboration tool ‣ Do our personas cover all the right attributes? ‣ Have we heard from all the users we need to hear from?
  • 25. Task + functionality Buying tickets on a university web site for the Big Game Home or visitor? Suites or Varsity Club? Student section? Drunk girls section?
  • 26. Ask the right questions • Who is the most persistent when it comes to working with technology? • Who is the most likely to experiment and create workarounds when something doesn’t work the way they expect? • Who do you think will give up when they encounter frustrations out of impatience?
  • 27. Ask the right questions • Which one is the most tech savvy - expertise? Which one strikes you as the least tech savvy? • Which one is the most likely to call tech support to help them get out of some tech pickle? Or who will call the 800 number to order rather than using the web site? • Who will have the most advanced tech vocabulary when they do call for support?
  • 28. Matthew Attorney House in Brooklyn, married Assistant books reservations Loves his Blackberry Hates email Reads NYTimes on iPad Addicted to Words With Friends Doesn’t spend a lot of time on the Web Avid hiker and birder Bad knees Needs Rx eyepiece for scope
  • 29. M M M ! Where does Matthew fit?
  • 30. Edith Avid sports fan Follows Detroit Tigers Hates ESPN.com Loves face-to-face online Picked up Skype early, quickly Prefers Google Hangouts Dropped FaceTime - gestures were frustrating
  • 31. E E E ! Where does Edith fit?
  • 32. Dennis Building contractor Married to a nurse They have 2 kids 8-year-old cell phone Gets current events on the Web Sees no usefulness in Facebook Trouble sleeping, easily distracted Iraq + Afganistan: Blunt Force Brain Trauma
  • 33. D D D ! Where does Dennis fit?
  • 34. Jane 1,000-acre farm 12 different systems every day Tweets soil chemical readings Smartphone alerts from exchanges Tablet instrumented to aggregate data Minimized manual input Arthritic thumbs Needs stronger progressive lenses
  • 35. J J J ! Where does Jane fit?
  • 36. D M E J DM E J MJ D E ! Persona modeling
  • 38. Subtlety of affordances Size of targets Directness of the happy path Feedback modalities Labeling & trigger words Amount of copy Wording of instructions & messages
  • 39. If you had this tool, what would you do next? What would be different for your design?
  • 40. Persona modeler • Designing for attitude, aptitude, & ability • Accounting for what the user brings to the design • Checking that personas cover the right things
  • 41. Big ideas Persona modeler: fast way to visualize users by asking important questions framework for talking about who users are can tell which users might be missing works with any amount of data middle ground between demographics and research-based personas
  • 42. Where to learn more Dana’s blog: http://usabilitytestinghowto.blogspot.com/ Download templates, examples, and links to other resources from www.wiley.com/go/ usabilitytesting