1. Personas for DOULS October 2011

2. DOULS Personas_2011_10_18.pptx 2 INTRODUCTION Explanation, overview of these personas and coverage

3. DOULS Personas_2011_10_18.pptx 3 Explanation of these personas Personas are pen-portraits of typical users of a web site, computer system or other product of interest. They can help designers to focus on different features needed for disparate groups of users, or common elements used by everyone. These personas are based on: The main set of personas developed by the Online Services team within the Open University Communications Group for use across the whole Open University An initial view of how the personas would use features relevant to the DOULS project, developed by Niall Sclater Data gleaned from participants in usability tests conducted as part of the DOULS project Other data sources used by the Online Services team to update the personas for other reasons. Previous versions, and the details of the history, are available from the Open University on request

4. DOULS Personas_2011_10_18.pptx 4 Overview of these personas There are 9 personas altogether in the Open University set They are designed to represent a cross-section of Open University enquirers and students, balanced for: Demographic background Subject of study Qualification aim Range of attitudes towards higher education Information-seeking and decision-making behaviours. The next slides in this presentation show the subjects of study and the qualification aims of the personas.

5. DOULS Personas_2011_10_18.pptx 5 Who studies what Arts and Humanities Business and Management Childhood and Youth Computing and ICT Education Engineering/ Technology EDIS Health and Social care Languages Law Mathematics and Statistics Psychology Science Social Sciences

6. DOULS Personas_2011_10_18.pptx 6 If they make it, here’s what they’ll study Undergrad120 points L1120 points L2120 points L3 Arts and Humanities/EDIS (Y165)(Y181) AA100U116 A200A215 A326 AA312 Childhood and Youth/ Psychology Y156E105 E100 ED209E210 Computing and ICT TU100MST121 B120 T215T224 MT264 T324M364 T325TM470 Engineering/ Technology T184, T173, MST121, T191, TXR120 T207 T211 TXR200 T307T357 T450 T397 Health and Social Care K101KYJ113 K216K272 K225 K309K303 Social science/ psychology DD101K101DD208DSE212DD301DD307 BA (Open) BA (Hons) Cert F. D. Dip HE BSc (Hons) Dip BEng Cert Cert HE BA/BSc (Hons) BA (Hons)

7. DOULS Personas_2011_10_18.pptx 7 If they make it, here’s what they’ll study UndergradYear 1Year 2Year 3Year 4 Languages/ScienceSK185, S197S154L120S175, S189 PostgradYear 1Year 2Year 3Year 4 Business and Management B716B831B874, B846B846, B848, B839 Education/ Mathematics and Statistics EXM880E880 Prof Cert PGCE Martin reduces his intensity of study in years 2, 3

8. DOULS Personas_2011_10_18.pptx 8 DOULS PERSONAS The personas when we first meet them, and their online behaviour

9. DOULS Personas_2011_10_18.pptx 9 DOULS personas For DOULS, we are interested in personas with distinctive online behaviour, and selected 5 of them. Each persona is presented as two ‘interviews: 1.About the persona’s first encounters with the Open University 2.About their aims as a student, their online behaviours, and their use of DOULS and RAP tools.

10. DOULS Personas_2011_10_18.pptx 10 Jason, school leaver Tell us a bit about yourself I’m 17. I live with my Mum in Peterborough. She’s divorced. I used to have every weekend with my Dad when I was a kid but now I prefer to spend time with my mates. I’ve got a sister, she’s 13. Have you got any qualifications? Yes, 7 GCSEs and 4 AS levels. I did English AS but I’ve dropped it now. I’m hoping to get at least a C in ICT but I think I’ll only get Ds in Business Studies and Maths. What is your ambition? I’m good with computers and technology but I don’t know what I want to do. Why didn’t you go to university? I’m still deciding whether to go to uni at all, and if I do which one. Mum is hassling me to make a decision. What do you want to know? How much will it cost? Can I get a grant? How did you find out about the OU? Through UCAS; careers lesson at school Awareness/Exploration

11. DOULS Personas_2011_10_18.pptx 11 Jason, gamer What are you studying? I’m interested in the Computing and IT degree. I’m starting with TU100 Tell us about your phone I love my iPhone. I’m a bit of an app addict, and I listen to podcasts when I’m waiting for my mates What about your computer? I’ve put together my own system because I’m a gamer and I wanted the performance. Favourite site?iGoogle, and I’ve started using Google+ I like to set things up so they suit me I love my subscriptions, particularly keeping up with football and what’s happening in games Social networking? Didn’t bother until Google+ came out 17 7 GCSEs, 3 AS levels predicted CDD at A Lives in with Mum in Peterborough DOULS and RAP tools Setting preferences File format selection Google calendar Personal iGoogle start page / OU gadgets Google docs RAP and DOULS Online style web games, chats, texts surfs fast but without direction

12. DOULS Personas_2011_10_18.pptx 12 Rachel, Enthusiastic dreamer Tell us a bit about yourself I’m 28 I live in London with my partner and work as a receptionist Have you got any qualifications? 9 GCSEs and three A-levels: History, English and Media Studies What is your ambition? Catch up with my friends; they have degrees and they’ve got better jobs than me Why didn’t you go to university? Well, I did. I did a nearly year of History and loved the subject but I hated living away from home so I dropped out What do you want to know? What bits of History will I study? How many hours per week? How long will it take? How did you find out about the OU? I was browsing YouTube and found some really interesting ones from the OU. Awareness/Exploration

13. DOULS Personas_2011_10_18.pptx 13 Rachel, Networker 28 GCSEs; A-levels: History, English Media Studies Lives in London with partner Receptionist What are you studying? AA100, aiming for an Arts and Humanities degree, maybe with a bit of Environment thrown in Tell us about your phone I thought about an iPhone but it was too big. Went for this tiny phone instead. I mainly use it for texting anyway and I can fit it into any little bag. What about your computer? Some kind of laptop, and a boring desktop at work (but I can’t use that for anything much) Favourite site?That’s easy: Facebook. I’m an addict. I can use my Samsung to update it when I’m at work. And I love my music and travel sites. Social networking? See above. Isn’t that what computers are for, really? RAP and DOULS DOULS and RAP tools Note-making tool – to help her plan her busy social life Annotation tool – for sharing with other students Personal iGoogle start page – if she can co-ordinate it with Facebook Online style Facebook addict Texting Social networking

14. DOULS Personas_2011_10_18.pptx 14 Abila, looking for a way up Tell us a bit about yourself I’m 30. I’m a single mum, living in with my daughter at my parents’ house. My grandmother also lives with us. I work shifts at a care home, so it’s great that my mum and gran can help out with Nita Have you got any qualifications? I got five GCSEs but then I left school to get married. What is your ambition? I’ve taken control of my life. A good qualification will help me get a better life for me and Nita. Why didn’t you go to university? I was married with a baby, so it wasn’t an option for me. And girls didn’t go to university in my community. What do you want to know? What will studying be like? Will I be able to do it? How long will it take? Where do I have to attend? Will it help me to get a better job? How did you find out about the OU? Some adverts dropped out of the newspaper. And someone mentioned it at work. Awareness/Exploration

15. DOULS Personas_2011_10_18.pptx 15 Abila, handholder 30 GCSEs Lives in Bradford with parents, child, and grandmother Works in a care home What are you studying? K101 because I’ll get a certificate that might help me get a better job Tell us about your phone Just a basic one. I’m too busy to use make calls at work but it’s there for an emergency. And I can text. What about your computer? I don’t have one of my own but my brother lets me use his, and sometimes I use one in the library Favourite site?Career and job sites Social networking? I’m on Facebook. I don’t have much time to see my friends and it’s my way of chatting to them. RAP and DOULS DOULS and RAP tools Google docs, because she can get to them anywhere Uses OU forums Online style Nervous of technology Erratic access to computers

16. DOULS Personas_2011_10_18.pptx 16 George, updating skills Tell us a bit about yourself I’m 44. I live in Aylesbury with my wife and two teenagers. I’m a production manager. Do you have any qualifications? HNC and HND in engineering, NVQ4 What is your ambition? Improve my qualifications because although I’ve got a decent job, you never know these days. Why didn’t you go to university? When I left school, I wanted a practical engineering job and I did technical qualifications instead. What do you want to know? How many hours per week? How practical is it? Will my experience and qualifications count? How did you find out about the OU? The HR department suggested it. Awareness/Exploration

17. DOULS Personas_2011_10_18.pptx 17 George, updating skills 44 HND, HNC, NVQ4 Lives in Aylesbury with wife and teenagers Works as a production manager What are you studying? T184, aiming for a BEng Tell us about your phone Just a phone. I text and make calls. The kids are pestering me for iPhones. What about your computer? At home, I’ve got my old desktop from the last time we got upgraded at work. When laptops were on special offer at Aldi, I bought one each for the wife and kids. That was an expensive day. Favourite site?I love the weather sites and nature, and I’m on the BBC news site a lot. Social networking? The kids know I’m on Facebook, but I don’t use it a lot and I don’t spy on them RAP and DOULS DOULS and RAP tools Note-making tool – adds notes to remind himself about deadlines Annotation tool – he studies mainly on paper now but likes the idea of having all his notes on one place on the computer Google calendar – to keep track of study and busy family life Online style Tasters, planners, personal widgets Computer is a tool

18. DOULS Personas_2011_10_18.pptx 18 Martin, building a power career Tell us a bit about yourself I’m 27 and single. I’m currently based in Singapore but I travel a lot and that could change. I’m an analyst for HSBC. Have you got any qualifications? BSc(Hons) Maths What is your ambition? I’m heading to the top. My MBA will help me to get there. Why didn’t you go to university? I did go to university. I’m a postgraduate entrant. What do you want to know? How is the OU rated? Is it challenging enough? What about the networking? When and where are the face-to-face elements? How did you find out about the OU? Searched for distance learning MBA. Awareness/Exploration

19. DOULS Personas_2011_10_18.pptx 19 Martin, building a power career 27 BSc(Hons) Maths Single, based in Singapore (but travels a lot) Analyst for HSBC What are you studying? B716, starting on my MBA Tell us about your phone Blackberry for work, obviously, but my personal phone is an iPhone What about your computer? Which one? I’ve got an ultraportable laptop and iPad for travelling, and a pretty decent desktop at work for data analysis Favourite site?TripIt helps with the travel planning a lot. Twitter keeps me in the conversation. Social networking? Apart from Twitter? LinkedIn, and I’m thinking about trying Google+ because I only use my Facebook account to keep up with the family. RAP and DOULS DOULS and RAP tools Note-making tool – plans ahead, notes date to study on each block Annotation tool – notes on his progress, quotes for TMAs, exercises to come back to Setting preferences – minimal view of StudentHome to use on mobile File format selection – chooses exportable formats to download to read while travelling Google calendar – juggles dates Online style Mobile access, e-books, cloud storage Uses the cloud as much as he can Constantly juggling calendars

20. DOULS Personas_2011_10_18.pptx 20 PERSONAS NOT IN DOULS The personas when we first meet them, and their online behaviour

21. DOULS Personas_2011_10_18.pptx 21 Personas not in DOULS For completeness, this section lists the four personas who were excluded from the RAP set. The reasons: 1.Win: excluded because she has been added to the overall set since the start of the DOULS project, and because her online behaviour is similar to Rachel’s 2.Josie: excluded because her online behaviour is similar to Abila’s 3.David: excluded because as a long-term OU student, his study patterns and behaviours are aligned with existing OU tools and he is not particularly interested in trying new ones 4.Margaret: excluded because she has little interest in experimenting with newer technologies unless they are compulsory.

22. DOULS Personas_2011_10_18.pptx 22 Win, turn my job into a career Tell us a bit about yourself I’m 32, I’m married with two children: Lewis, 10 and Florence, 7. We live in Cardiff. Since Lewis was a baby, I’ve been working as a registered childminder Have you got any qualifications? National Childminding Association - Diploma for the Children and Young People’s Workforce What is your ambition? I love working with children, but being a childminder at home doesn’t pay well. I want to turn that into a career. Why didn’t you go to university? Where I lived, you were pleased to survive school and we didn’t come out with anything. It was hard enough to get any type of job, never mind uni. What do you want to know? How many hours per week? How long will it take? How will it help my career? How did you find out about the OU? I searched for ‘early years distance learning’ Awareness/Exploration Not in RAP

23. DOULS Personas_2011_10_18.pptx 23 Josie, empty nest new career Tell us a bit about yourself I’m 52. My husband died four years ago from a heart attack. I live in Belfast. I’ve got three children but they all live abroad now. While my husband was alive I started to volunteer as a victim support worker. Now I also have a part-time job. Do you have any qualifications? I got 6 O-levels years ago. What is your ambition? The children have gone and I thought I’d be heading for retirement by now. But retirement age has changed and I’ve got to earn more. Why didn’t you go to university? I didn’t do that well at school, got a few O-levels but nothing special. In those days we got jobs. And then I got married. What do you want to know? What qualification will I get? How long will it take? Will it help me get a better, full-time job? How did you find out about the OU? When the children were tiny, I watched the programmes at night. And friends have done it. Awareness/Exploration Not in RAP

24. DOULS Personas_2011_10_18.pptx 24 David, persistent student Tell us a bit about yourself I’m 55. I’m divorced with grown-up children. I live in Bristol. I used to work for the Council doing computers, but I’ve been made redundant. I also do part-time private tutoring in Maths Do you have any qualifications? BSc (Hons) Computer Science, Open University and a Diploma in Mathematics What is your ambition? Get a PCGE because I want to teach in schools Why didn’t you go to university? When I was 16, I went to working as a computer operator. It was only later that I did my first degree through the OU. Then I got addicted. What do you want to know? How will the fee changes affect me? Does my PCGE count as a higher qualification? How did you find out about the OU? Can’t remember, it was so long ago. Awareness/Exploration Not in RAP

25. DOULS Personas_2011_10_18.pptx 25 Margaret, leisure learner Tell us a bit about yourself I’m 72. I live in Hastings with my husband; I’ve got grown-up children and a grandchild. I retired a while ago. Do you have any qualifications? Years ago I did secretarial qualifications, RSA shorthand and typing. What is your ambition? Keep my brain active, learn about science which always interested me, pick up some French Why didn’t you go to university? No opportunities. I left school at 14 and got a job; I had to put myself through night school to get my secretarial qualifications. What do you want to know? When do I have to attend? Will the work fit in with my holiday plans? How did you find out about the OU? Doesn’t everyone know the OU? Awareness/Exploration Not in RAP

26. DOULS Personas_2011_10_18.pptx 26 Contact details For further information about the development and use of these personas, please contact: Judith Pickering, project manager j.a.pickering@open.ac.uk This document was created by Caroline Jarrett caroline.jarrett@effortmark.co.uk