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Hogeschool van Amsterdam Interactieve Media An introduction to personas UCD Hoorcollege blok 1 week 6.

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Presentation on theme: "Hogeschool van Amsterdam Interactieve Media An introduction to personas UCD Hoorcollege blok 1 week 6."— Presentation transcript:

1 Hogeschool van Amsterdam Interactieve Media An introduction to personas UCD Hoorcollege blok 1 week 6

2 Hogeschool van Amsterdam Interactieve Media Learning goals  By the end of the colleges and reading you should:  Understand what a persona is in UCD  Know how the advantages of personas  Be able to create a primary persona for a specific product or user problem  Have created a persona based on user observation and interviews

3 Hogeschool van Amsterdam Interactieve Media Agenda  What are personas?  Why use personas?  Creating personas  Summary

4 Hogeschool van Amsterdam Interactieve Media What are personas?

5 Hogeschool van Amsterdam Interactieve Media Personas are fictional archetypes but based on research into real users

6 Hogeschool van Amsterdam Interactieve Media (In reality you create more than one persona)

7 Hogeschool van Amsterdam Interactieve Media Personas are archetypes not stereotypes  Archetype: A very typical example of a person or thing Source: Oxford English Dictionary Oervorm, oerbeeld => grondvorm Source: Van Dale  Stereotype: A widely held but fixed and oversimplified image or idea of a particular type of person or thing Source: Oxford English Dictionary Vastliggend beeld, karakterisering Source: Van Dale

8 Hogeschool van Amsterdam Interactieve Media Definition of persona (for UCD) A persona is a fictional archetype created by organizations for use in the development of products (especially software and online products). Personas are based on ethnographic research into users and should not be “made-up” by UCD teams. The use of ethnographic research helps the creation of a number of archetype users that can be used to develop products that deliver positive user experiences. By feeding in real data, ethnographic research allows UCD teams to avoid generating stereotype users, that may bear no relation to the actual user’s reality. Source: Charlie Mulholland

9 Hogeschool van Amsterdam Interactieve Media Why use personas?

10 Hogeschool van Amsterdam Interactieve Media The problems of product development

11 Hogeschool van Amsterdam Interactieve Media The advantage of personas

12 Hogeschool van Amsterdam Interactieve Media Advantages of personas  UCD teams carry-out research  Allow checking the (filtered) information from other stakeholders  Provide an alternative “grounding” point  Encourage story-telling  Allow role-playing  Communication  Internal within team  External with other stakeholders  Generate commitment

13 Hogeschool van Amsterdam Interactieve Media Risks  You get it wrong in research  Wrong user paradigm  Poor interpretation of ethnographic research  You do not obtain “buy-in” to your personas  Within your team  With other stakeholders Quality of research and believability are key here

14 Hogeschool van Amsterdam Interactieve Media Creating personas

15 Hogeschool van Amsterdam Interactieve Media Persona creation process

16 Hogeschool van Amsterdam Interactieve Media Goals and personas  Understanding user goals are essential to developing products  To be effective personas must have goals based on the real goals your interview subjects had  Alan Cooper identifies 3 types of user goals (About Face 2.0)  Life goals  Experience goals  End goals

17 Hogeschool van Amsterdam Interactieve Media Types of user goals Type of goalExamplesUse in persona Life goal - The goals a user has for the life as a whole  To succeed  To enjoy life  To have fulfilling relationships  Behave ethically  Little direct use  However if a product can help achieve these goals it will be more interesting to the user - so keep them in mind Experience goals - How the user wants their experiences to be in general (and so with the product). This is their definition of a good experience  Not feel stupid  Not make mistakes  Enjoy using the product  Feel in charge  These are very important as these define the user experience with the product  They are usually similar to most people End goals - The goals that user want to achieve by using the product.  To stay in contact with friends  To know what your next appointment is  To show off  Very important  If your product does not achieve these, then has failed The aim of a UCD process is to allow the user to achieve their end goals and have a good experience while doing this

18 Hogeschool van Amsterdam Interactieve Media Persona types  If you have created a number of persona hypotheses and interviewed all of them, you will have more than one type of user  This is exactly what you want to achieve  Cooper identifies 6 persona types  Primary user  Secondary user  Supplemental user  Customer  Served user  Negative

19 Hogeschool van Amsterdam Interactieve Media Behaviours  Behaviours (gedragen) are ways that people act when they use the product  Examples of behaviours for a phone:  What do they use if for?  What functions do they use? Where do they keep their phone?  Where do they use their phone?  When do they use it?  Do they use the help function / manuals or do they learn by trail and error?  How comfortable are they using it?  Do they get frustrated?  Do they show it off?  Etc…

20 Hogeschool van Amsterdam Interactieve Media Using behaviours  Behaviours are based on the ways your research subjects  Behaviours describe how a persona will react when they use the product to achieve their goals  When we create scenarios we will use the behaviours to help us construct realistic stories  Behaviours are essential to make a persona usable

21 Hogeschool van Amsterdam Interactieve Media Persona types TypeDescriptionUse PrimaryThe main target user for the product.You develop your product for this persona and their goals There can only be one primary user persona for a product SecondaryOther users who are mostly satisfied with the product, but have some additional requirements Allow you to “tweak” thing to account for special needs There should be no more than 2 secondary personas SupplementalNot primary or secondary users, happy with the main product Use to keep other stakeholders happy CustomerThe product customer (the buyer)Useful for keeping in mind the needs of other stakeholders ServedPersonas that do not use the product, but are served by the use of the product In certain situations the served persona can be useful (e.g. medical equipment) NegativePersonas of the user who will not be considered in the product Closes discussion about “super users”

22 Hogeschool van Amsterdam Interactieve Media The blok assignment will focus on primary personas TypeDescriptionUse PrimaryThe main target user for the product. You develop your product for this persona and their goals There can only be one primary user persona for a product SecondaryOther users who are mostly satisfied with the product, but have some additional requirements Allow you to “tweak” thing to account for special needs There should be no more than 2 secondary personas SupplementalNot primary or secondary users, happy with the main product Use to keep other stakeholders happy CustomerThe product customer (the buyer)Useful for keeping in mind the needs of other stakeholders ServedPersonas that do not use the product, but are served by the use of the product In certain situations the served persona can be useful (e.g. medical equipment) NegativePersonas of the user who will not be considered in the product Closes discussion about “super users”

23 Hogeschool van Amsterdam Interactieve Media Summary  Personas are archetypes (not stereotypes) that are based on ethnographic research  Personas are a powerful tool as they ensure research, aid communication and build commitment  Personas must have experience and end goals  The aim of UCD is to allow user end goals to be met while ensuring that their experience goals are not forgotten  To be useful a persona must also have behaviours that reflect how your research subjects act when they use the product  You develop different persona types, but you develop a product for the primary persona  In the blok assignment you only need to develop a primary persona

24 Hogeschool van Amsterdam Interactieve Media Next week  We will be looking at how to put personas into use via scenarios  Please make sure your primary persona is finished


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