1. Introduction Steven Putt LibGuide: Guide to Patron Persons

2. Definition of Patron Personas; Role in Usability Rachael Clark

3. 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

4. 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?

5. 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

6. Know Your Audience or Put Faces on Users to Connect with Them.

7. 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

8. Who is using Personas? What are the Benefits? Cole HudsonJim Van Loon

9. 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

10. 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

11. NYU Libraries Objective: Understand needs of chat reference users Benefits: Improved decision-making for redesign of Ask-A- Librarian page

12. 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

13. Liaisons & Personas Damecia DonahueSteven Putt

14. LIAISONS & PERSONAS

17. INSTRUCTION

18. PRODUCTIVITY

19. INTERACTION

20. How are they created? What issues surround their creation? Amelia MowryGraham Hukill

21. 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

22. 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

23. 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.

24. 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.)

25. Current Data / Future Data Elliot Polak

26. Areas of Data Fulfillment: Circ, Searches, Clicks Education: Abilities and Skills of users Age, Gender, Location and Culture Environment of Use Key Activities at the library

27. Fulfillment – Circulation Jan-March 13’

28. Fulfillment – Checkouts Per User Undergrads 13724 * 4 / 17817 = 3.08 C/O per Under Grads 8792 * 4 / 9116 = 3.857 C/O per Grad Faculty 3236 *4 / 1783 =7.25 C/O per Faculty

29. Fulfillment - Reserves

30. Fulfillment – Database Usage

31. Fulfillment – Article ILL’s

32. Fulfillment – Book ILL’s

33. Education – Student Origins http://www.wayne.edu/facts/2012/students/new-undergrad.php

34. Education – Student Origins http://www.collegeportraits.org/MI/WSU/characteristics

35. Education – Majors http://www.collegeportraits.org/MI/WSU/degrees

36. Education – Computer Library Exp. Computer Experience and Library Experience How students see themselves Z:\Assessment\Surveys\2008 C&IT Survey\Comments Z:\Assessment\Surveys\ECAR Survey

37. Age, Gender, Culture– Majors

38. 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).

39. Environment of Use – Mobile Users

40. Environment of Use - GeoLocation

42. Key Activities / Future Data Why do patrons come to the library – How do patrons currently use library resources – How would they like to use library resources Survey Focus Group

43. Sample Personas Damecia DonahueAlexandra Sarkozy

44. WSULS Draft Personas Joe Rick Megan Faculty?

45. Process of Collaboration Alexandra Sarkozy

46. 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

47. The End… Thank You! Questions?