Introduction Steven Putt LibGuide: Guide to Patron Persons.
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Introduction Steven Putt LibGuide: Guide to Patron Persons
Definition of Patron Personas; Role in Usability Rachael Clark
What is a Patron Persona? Personas are “...detailed descriptions of imaginary people constructed out of well- understood, highly specified data about real people.” Pruitt, J. S. and Adlin, T. (2006). The Persona Lifecycle. San Francisco: M. Kaufmann.The Persona Lifecycle
In Other Words… "A persona is a fake person constructed with real user research data to represent a class of target users." McKay, E. (2011, June 8). Personas: Dead yet?. [Web blog comment]. Retrieved from http://www.uxdesignedge.com/2011/06/personas-dead-yet/Personas: Dead yet?
Personas & Usability “…having a stationary target in a non- stationary world is a first step to creating a holistic, useful and usable product." Freydenson, Elan. (2002, March 12). Bringing your personas to life in real life. Retrieved from http://boxesandarrows.com/bringing-your-personas-to-life-in-real-life/Bringing your personas to life in real life
Know Your Audience or Put Faces on Users to Connect with Them.
Why is Usability Important? “On the Web, usability is a necessary condition for survival. If a website is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users get lost on a website, they leave. If a website's information is hard to read or doesn't answer users' key questions, they leave.” Borrowed from: Jakob Nielsen’s Alertbox: January 4, 2012, Usability 101: Introduction to Usability
Who is using Personas? What are the Benefits? Cole HudsonJim Van Loon
University of Colorado Boulder Objective: to understand needs and goals of IR users Benefits: Helps build consensus on users and what they want/need Source: http://digitool.library.colostate.edu/R/?func=collections&collection_id=2382&local_base=GEN01-UCB
Microsoft Corporation Objective: to guide decisions for design & development of software products Benefits: Saves time on initial development and allows for necessary iteration to fully develop product Source: http://www.flickr.com/photos/m-i-k-e/6020157534/sizes/l/in/photostream. Microsoft Store by Michael Kappel. CC BY- NC 2.0
NYU Libraries Objective: Understand needs of chat reference users Benefits: Improved decision-making for redesign of Ask-A- Librarian page
John Hopkins Libraries Objective: Guidance for discovery tool redesign Benefits: Prioritize design and development; sort out disagreements; evaluate designs Source: https://wiki.library.jhu.edu/download/attachments/30752/UNAPersonas10062008.pdf
How are they created? What issues surround their creation? Amelia MowryGraham Hukill
Data Driven vs. Ad Hoc Personas Data DrivenAd Hoc Attributes derived from data analysis Exposes “latent” characteristics of patrons, attributes emerge "...we don't so much 'make up' our personas as discover them as a byproduct of the investigation process." (1) Identifying gaps or ambiguity is critical "Gaps in these data are filled by supplemental research (...) and available literature." (1) Attributes are created based on personal experience and/or anecdotal evidence Can be based on known individuals or patrons Quicker, cheaper, easier Creates empathetic focus for known attributes "people can often mine their own extensive experiences to create effective Personas that bring home design points strongly and effectively." (2) 001110100 01000111 111001100
Creating Patron Personas “...personas are about norms, not about exceptions." (1) Identify Goals of Personas Gather Data Analyze Data Cluster and Identify Significant Attributes Assign Attributes to Personas “Reality Check” Rinse and Repeat
Using Personas: Risks and Rewards Ad hoc: Subjective, potential to find what you’re looking for. Cannot be sure if personas are representative of all your users. Data driven: May be more convincing to skeptics. Requires more time, higher costs, and specialized skills.
Personas: An Ongoing Process "The more you listen to your users, the better you are able to serve them. This is one of the greatest challenges of applying user information. No one gets it 100-percent right the first time, and that's okay. Your goal is to have a process where you are continuously listening, learning, and refining." (Mulder, Steve, Ziv Yaar. The User is Always Right: A Practical Guide for Creating and Using Personas for the Web. Pg. 35-54,276-282. Berkely, Calif.: New Riders, 2007. Safari Books Online. Web. 6 Feb. 2013.)
Environment of Use – Interaction Type Desktop: approx. 4000 daily / majority of users, does include in-library use Mobile: approx.. 170 daily / far less, but constantly increasing usage In-Person: 500,000 in 2009, typically 3-5 times per week (Kresge survey).
Group Process Large group: decided tasks as a group, then divided into teams to accomplish work Solicited input from library staff- data sources and library needs LibGuide as content management repository for shared documents and resources Regular meetings to share work, make decisions, and create personas as a group