4 Project recapObjective: To review the external facing University of Hull websiteFeed in requirements of both the key stakeholders and external facing audiencesRestructure the existing site information architectureUpdate page templates for key pages of the site
5 Project recap Activities (up to now): Desk research Kick-off meeting Interviews (stakeholders)Stakeholder workshopsInterviews (user)Persona creation(Conceptual design)
6 How we did the researchInterviewed 18 existing/potential audience members in both London and HullProspective and existing undergrad and postgrad studentsParents of prospective studentsResearchersBusinessesAsked them to describe the process they went through/are going through selecting their universityAsked about how they research and choose a universityAsked for their impressions of researching on existing university websitesAnalysed data to produce personas
8 What are personas? Personas are design decision making tools They help people remain user-focusedPersonas help communicate user researchThey present research data in a way that can be easily understood and remembered
9 What are personas? “I’m a user and I think it should be green” “Our key stakeholder believes this is the most important feature”“Will anyone actually use this?”“We know what our customers want”“Which feature should we de-scope first?”“Who is your target audience?”“Everyone.”Personas can help in all of these situations
10 What are personas?Characterisation or archetype of a single user groupPersonas help make design decisionsPersonas help communicate user researchThey present research data in a way that can be easily understood and rememberedThey build empathy and objectivityPersonas have a name, photo and personal storyA persona is not a real person (but they are based on a group of real people)Re-usable
11 Personas are...Fake people (concrete representations) based on real data, which provide context and motivation regarding goals, behaviours, and beliefsA practical tool to help prioritize features & maintain focus on target customersA vehicle for bringing customer goal and behaviour data to life
12 Personas are not...Every possible customer (a taxonomy or a customer segmentation)A replacement for existing design, development and usability processes
13 From interview data to draft personas Analysis of interview dataAffinity diagram (collating data onto post-it notes and organising it into intuitive and logical groupings)
15 Assigning importance to personas Primary personas:Those personas most representative of the largest proportion of visitors to the University of Hull website and/or most important to the University of Hull to fulfil it’s strategic planAmbitious AmeeraNervous NathanBusy BenFriendly FabianSecondary personas:Less representative of University of Hull site visitors but this persona still represents a set of related findings from the researchResponsible dad RobAcademic AnnieStart-up SamAlumni Alice
16 “I want the best education for my money” Ambitious Ameera“I want the best education for my money”Ameera Sajadi – 27 years old, Postgraduate studentAmeera, 27, lives in Delhi and works as a team supervisor in a medium sized service company. She thinks that a business MSc from a good university in Europe would look fantastic on her CV and enable her to get to higher management positions. Her employer is very supportive and has agreed to give here a year’s sabbatical to go and do a Masters degree abroad.She is keen to get the best value for her money, since for her this is a major investment. So she will research the university league tables to find the best business schools based in areas with a low cost of living. In addition to the courses, she compares student accommodation and support services for international students.In addition to researching the universities’ sites, she looks for some independent opinions from students to get a feeling for the place.
17 Ambitious Ameera GOALS BEHAVIOUR SITE INQUIRIES Getting the best education for the moneyImprove job prospectsGo to a place that is not too big and offers some social activities to make friends more easilyBEHAVIOURFind out which universities in the UK are the best for business studiesFind courses within her area of interestGet a better feeling for each university and its surrounding areaFind out more about living in the UK in terms of cost, social lifeLeague tablesUniversity websites / virtual toursGoogle/Google imagesGet some independent opinions about the coursesGoogle to find previous or current studentsUniversity websitesSocial networking sitesFind information on visa requirementsGoogle, university site“I want the best education for my money”Ameera Sajadi – 27 years old, Postgraduate studentSITE INQUIRIESWhat business courses are available?What is the course content?Course focus and modules, entry requirements, assessment methods, job prospects, additional opportunities for development of academic and profession skillsWhat are the departments’ and lecturers’ research areas?What student accommodation is available and how can I get it?Can I see pictures of the facilities?Are there any support services for international students?What is the city like and where is the university located?What social activities are available?Is it safe for me to live there?What are the local amenities?
18 “I’m not sure if I should go to university” Nervous Nathan“I’m not sure if I should go to university”Nathan Douglas – 17 years old, living at homeNathan lives at home with his mum and younger sister Sarah. He is currently doing his A levels and is thinking about going to university next year. He has a laptop and loves to play games on it and sometimes do a bit of programming. He is thinking about a career in software, but is not sure whether it is worth going to university or whether it may be better to start a job directly after school instead.He is a little nervous about the high cost associated with going to university. He would like to continue living at home, if he can find a suitable course nearby, as it would save a lot of money.In order to explore his options, Nathan will go to the UCAS website to find what computer science courses are offered, focusing on the universities in his area. He also plans to look for dates of open days because he wants to get a feeling for the universities.
19 Nervous Nathan GOALS BEHAVIOUR SITE INQUIRIES Decide if university justifies the costFind an interesting courseSave money by living at home whilst going to a nearby universityAlso ensure he stays close to friendsNot too concerned about league tables as long as the course is goodBEHAVIOURFind out if it’s worthwhile attending UniversitySpeak to his teachers and friends who have gone to universityFind the available courses in his area, and the grades neededUCAS siteCheck the course contentsGet a “feel” for the university and talk to lecturers and studentsUniversity websitesOpen dayGet a “take away” physical copy of information to show parentsProspectus“I’m not sure if I should go to university”Nathan Douglas – 17 years old, living at homeSITE INQUIRIESWhen’s the next open day?What’s the overall course focus?What modules are in the course? Are there any optional modules/choices?What are the entry requirements? Is there any flexibility?How will I be assessed?What will I gain from going on this course?How do current students find the course?What could I do after the course?What’s the cost of living? How much should I expect to spend?
20 Busy Ben“Will the University be the right place to go for the services we need?”Ben Houghton – 45 years old, marketing managerBen Houghton is a marketing manager at a moderate size food processing company. The company requires various services (that the University offers), but he is unsure if Hull offer them at all.The company is considering trying to push a healthy angle for some of their products. They’d like a clinical test to give some weight to their claims, but are a little unsure of the process and potential costs if they use the University.The company also needs to expand. Ben is considering using the University as a potential source of graduates, but needs reassurance that the students selected will be of sufficient quality. However due to his workload he can’t pay too much attention to the whole recruitment process – he’s looking to quickly bring in interns without having to “force the process” too much.
21 Busy Ben GOALS BEHAVIOUR SITE INQUIRIES Find out if the University can provide the services needed (conduct a clinical test and source interns)Get in quick contact with the relevant person at the UniversityIdeally, find a University to work with nearbyBEHAVIOURNo time to do in depth research, wants to get started quicklyGoogleKey info source is websiteShort timelines, need to feel progress being madeNeed clear process to engageNeed clear contactSceptical of the ability of the University to do ‘real world’ work, will look for reassurance before engaging“Will the University be the right place to go for the services we need?”Ben Houghton – 45 years old, marketing managerSITE INQUIRIESDoes the University of Hull provide the services I need?Who do I speak to if I want to find out more details?Is there someone at the University who is a specialist in what I need?Would they be involved?Will the University be a suitable partner to work with?Does the university have any proven experience? – Case studies? Previous partnerships? Who else have they worked with?What will I gain from going to the University for my service?Where is the University building/meeting room I need to go to?If I want to bring in an intern, what’s the process?What other services does the University offer?
22 “I want to be entertained at University” Friendly Fabian“I want to be entertained at University”Fabian Baker – 18 years old, Business studies aspirantFabian is 18 years old and lives in Birmingham. He is finishing his A levels and wants to do an undergraduate degree in business. He is researching the league tables for universities that offer courses in Business with the entry requirements he feel he can achieve. Since many universities offer this he wants to make sure he chooses the right course for him. Fabian will assess the course content from different universities with his parents before making a decision.Fabian is going to be living away from home for the first time and he wants to know what it’s like to live in the University accommodation.Fabian is very sociable. He is interested in finding out more about the events and other student activities in the university, and knowing more about area he will be living in as well as the city as a whole.
23 Friendly Fabian GOALS BEHAVIOUR SITE INQUIRIES To choose a course that best suited to himKnow as much information as possible about the area near the university and the cityKnow more information about social life and events on campusFind out about the university accommodationBEHAVIOURWill visit university during open days and enquire if he will be allowed to see the university accommodationVisit the union site to see the social activities of studentsWill research online for various things to do in HullGoogle and university siteSocial networking sites“I want to be entertained at University”Fabian Baker – 18 years old, Business studies aspirantSITE INQUIRIESWhat is the course content like?Course modules, entry requirements, job prospectsWhat is the university accommodation like?Who will I live with?Are they halls or houses?What are the costs like? Are there added living costs? If so, how much?What kind of events take place on the university campus?Is there a sports complex in the university?What societies are active at the university?What is it like to live in Hull?What makes Hull interesting for students?What local facilities/amenities are there?
24 “I want my son to have good quality education with future prospects” Responsible dad Rob“I want my son to have good quality education with future prospects”Rob Darwin – 40 years old, parentRob is the father of 17 year old Jamie who wants to go to university. He wants reassurance from the university that his son will be in safe hands and will be given quality education.Rob hasn’t been to a university before so he wants his son to get the best possible university education. He has thoroughly read through the prospectuses that Jamie has shown.Rob wants Jamie to get a good education wherever he goes, he also wants to see previous years’ results and department performance. Rob is curious about the teachers, their credentials, teaching methods and the facilities his son will be able to use if he joins the university.Since the fee has increased from this year Rob is curious to know how the university is planning to justify this hike. He wants to know if they have anything more to offer than the previous years.
25 Responsible dad Rob GOALS BEHAVIOUR SITE INQUIRIES To support Jamie in choosing where to studyTo ensure that Jamie has good educationTo find out about the course outcomes and future prospectsTo support Jamie emotionally and monetarily at UniversityTo ensure that the university is in a location that is safe and friendlyBEHAVIOURShown the University sites by Jamie when discussing university optionsRead the university prospectus that Jamie brought homeDiscussed possibilities with friendsCheck University fees on site/prospectus“I want my son to have good quality education with future prospects”Rob Darwin – 40 years old, parentSITE INQUIRIESWhat are the fees for this course?What are the last year’s results like? How does that compare to others?Will Jamie get a good job after this course?What are the support services that Jamie will be given?For academic as well as personal development?How is the teaching done? How much contact is there between the lecturers and the students?Are there any excursions/field trips?
26 “I want to continue my research and work at a good university” Academic Annie“I want to continue my research and work at a good university”Annie Goodford – 32 years old, lecturer/researcherAnnie is 32 years old and strongly feels that pursuing a career in academia is right for her. She has a position teaching and researching at a local former polytechnic university. She’s been told by a friend about a position at the University of Hull, and is thinking about applying.Annie is looking for a university and a department that ranks higher in the league tables and research ranking scores than her current. Annie also wants to be associated with a reputed university as it will attract good students and would give her lots of time and opportunities to conduct her research. She wants to be working in an exciting research environment, with other academics actively involved in research.Annie understands that her research may be department funded initially but in the long term she wants to be able to do high profile research projects which are industry or government funded.
27 Academic Annie GOALS BEHAVIOUR SITE INQUIRIES Continue her research Find a good and reputed university for her research studiesWants to be given the freedom and time for her research and be able to publish her own papersObtain external funding/grants to carry out her researchBecome a well-known academic in her field, get published and speak at conferencesBEHAVIOURMain point of contact for information are friends and colleagues in academiaPreviously researched the league tables to find the best universities for her research studiesWhen considering a university she wants to know about:Previous/Existing research projects done by the departmentHer promotion prospectsOther people at the department and their current and previous work“I want to continue my research and work at a good university”Annie Goodford – 32 years old, lecturer/researcherSITE INQUIRIESWhat kind of research projects has the department done previously/currently?What was the scale of the projects done?How active/busy is the department? For example, how often does it host events, conferences, or talks?Who are the other staff in the department or in the university who I can collaborate with?What are their profiles like?If I would like to get in touch with them, where can I get their contact information?Can I take a research sabbatical from teaching?What’s the selection process if I did apply for the job?
28 “I need support to grow the business – where can I get it?” Start-up Sam“I need support to grow the business – where can I get it?”Samantha (Sam) Bell – 22 years old, entrepreneurSam has just left a job in the marketing department for a multinational computer software development company. She’d only worked there for a few months after leaving University, but she didn’t enjoy herself. She and a friend want to try setting up their own digital marketing business instead.Sam and her business partner are looking for potential offices in which to base their company. They like the idea of setting up in a University, as they think they’d feel at home there (having only recently left university themselves). She also thinks it will be easier to organise meetings, as the University is such a recognised landmark. However they are open to other possibilities, and are looking elsewhere.The biggest factor for them is support – there are various aspects of business that are foreign/mysterious to them, and so they’re looking for somewhere where they can get support and guidance.
29 Start-up Sam GOALS BEHAVIOUR SITE INQUIRIES Find out where to base their start-upLooking for potential further support – access to all the knowledge that Sam and her business partner don’t have (without having to pay over the odds for it)This should be located near other like-minded people/start-upsThis should ideally be in a recognisable locationBEHAVIOURWill research possible options – ask friends, local contactsInterested to see what schemes (support and grants) are available locally to aid start-upsHappy to look at offices elsewhere, cost will be a crucial factor in selecting a base, but can be affected by what support is offered“I need support to grow the business – where can I get it?”Samantha (Sam) Bell – 22 years old, entrepreneurSITE INQUIRIESDoes the University support fledgling businesses?How? What expertise is available?What facilities/premises are available?What other companies will be nearby?What training’s available?What events are happening?
30 “I want to stay in contact with my old friends” Alumni Alice“I want to stay in contact with my old friends”Alice Fenchurch – 34 years old, freelance translatorAlice is a 34 years old freelance translator. She graduated from the University of Hull’s combined language course in 2005 after studying French and Spanish.She needs to stay in contact with her fellow graduates for 2 reasons – social contact to make sure she stays in contact with her friends from the course, and networking, to ensure people are aware of her current position, so she is remembered if any translation contacts appear.She’s curious to see how her old lecturers are getting on, the coming and going from the University, and what significant changes are being made to the University as a whole.
31 Alumni Alice GOALS BEHAVIOUR SITE INQUIRIES Keep up with old friends Be informed of any significant changes to the university, or the faculty of arts and social science, specifically the department of modern languagesUse the network of former graduates to find new jobs/find good applicants for jobs in her companyBEHAVIOURWill visit the site to confirm/check arrangements for reunionsUnlikely to visit the site any other time (without prompting)“I want to stay in contact with my old friends”Alice Fenchurch – 34 years old, freelance translatorSITE INQUIRIES[Unsure how likely Alice is to visit the University website without prompting]When is the next reunion?Where will it be?Are there any photos from the previous reunion?How are my old lecturers?Where have they got to?
32 How are personas used? Communication Strategy Design Communicating memorable research findings across the organisationEnsuring everyone in the organisation has the same image in their head when they say ‘user’StrategyChecking ideas“Is what we’re planning suitable?”DesignAid design decisions (suitability checking)“Is what we’ve designed suitable?”
33 How are personas used?Build up a matrix of the kinds of content in different areas of the site that would satisfy each persona
34 For your personas to be a success Understood (what they are and what they are not)Trusted (buy-in needed)Remembered (keep them fresh in your mind, become familiar with them)Used & talked about (build them into existing work practices)Maintained & validated (keep them up to date)
36 Content ideas Course information Life in Hull Individual module contentClear overview of teaching style and assessment methodsBenefits of a course / job prospects / career optionsHistory of results / comparison to other coursesExcursions / field trips / facilities usedLife in HullMore information on social activitiesPictures/ virtual tour of university buildings, facilitiesPictures/ virtual tour of area / citySafetyMore info on local amenities
37 Content ideas Additional services Research Information on additional academic and personal development servicesSupport services for studentsResearchConsistent and up-to-date information on research areas and peopleOverview of past and current research projects including funding informationResearchers’ profilesDepartment’s presence at conferences and eventsInformation on sabbaticals
38 Content ideas Businesses Clear overview of services offered for businessesSearch for specific area of expertise (crosslink to research section?)Case studies / previous partnerships for credibilityServices and training opportunities for new businessesCalendar/ Overview of events for businessesHighlighting other businesses for collaboration
39 Next steps Interaction design (Concepts, Wireframes) Use personas to help continue conceptual design of key pagesUse personas to decide website featuresKeep the personas aliveFuture research to refresh themBuild upon them (e.g. include mobile research)Always use them when making design decisionsUser testing of designs
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