Audience Profiling with Personae and Use-Case Scenarios User Scenarios combine User Personas/Personae with User Tasks remember designer/developers are not the best representative of typical users as marketers, you often have considerably more insight into your customers develop User Personas which are user archetypes that focus on behaviours and goals often based on a series of interviews with real people Actual users themselves Other stakeholders such as Managers Salespeople Marketers

Audience Profiling with Personae and Use-Case Scenarios prepare descriptions that include: Name and/or nickname (ex. shopper, info-seeker, community user) behavior patterns goals skills attitudes environment and a few fictional personal details to bring the persona to life focus more on behavioural rather than demographic variables create a small set of personas one or more should be labeled Primary these Primary Personae are the ones whose goals it is essential to satisfy

Sample Persona Persona for a Vision Healthcare Site Susan is a college educated 38 year old female, married for 7 years to a busy husband whose work as a Director of Environmental Resources for an assisted care living facility leaves less time for family. Susan works outside the home too, plus runs the household, and so is used to doing several things at once. Susan wears contact lenses and is seeking discount coupons to help offset the maintenance care for them. She's also trying to stay on top of her children's vision care needs, wanting to know what she should look out for. Her husband mentioned a relative interested in laser surgery and she'd like to learn more about it. Susan's behavior style is to do her own research and gather as many facts as possible before making any decisions. She likes to use the Internet for this and relies on search engines to help her find information. Unfortunately since she's at home with the kids managing things while her husband is still tied up at the office, she's interrupted often while she does her research and has to stop and start reading pages, or outright quickly bookmark pages or print them to read later.

Audience Profiling with Personae and Use-Case Scenarios User Tasks next create a series of tasks that your personae might carry out based on his/her goals take on the role of each persona making notes as to problems and successes they would have carrying out these tasks on your prototype(s) (or existing site for a re-design) provide this information as feedback to the designer/developer(s), so that it might be integrated into the development process

Audience Profiling with Personae and Use-Case Scenarios User Tasks Sample Tasks for Susan and the Vision Healthcare Site Find out if any discount contact lenses solution products w/sales or discounts are available. Find advice for child eye healthcare. Is there a checklist or reminder list for parents? Bookmark pages that you want to return to because you were interrupted Print off pages for reading later

Requirements Gathering this process determines exactly what is required (and not required) of an on-line project By determining requirements, you can better understand how to fulfill the needs and goals of your various users Three key areas include: Identify and prioritize content requirements for the site. Identify and prioritize functional requirements for the site. Understand and categorize user tasks based on importance.

Requirements Gathering Requirements Gathering can be done using Focus Groups, but these can be complex, time consuming expensive Speaking to the client in plain language is also useful to determine exactly what they are looking for

Requirements Gathering Often it is easier to conduct Requirements Gathering using a survey, or a series of (iterative) surveys on- or off-line Ask questions related to the goals of a site in order to generate basic: content requirements functional requirements user tasks samples of good Survey questions can be found here: Survey 1 Go through the list of items and prepare a second survey based on the results Survey 2 Goal is to prioritize content and functional tasks and user tasks based on importance. Survey 3 gather further information about the most important requirements and tasks Provides and initial basis for Task Analysis

Requirements Gathering In order to determine what is needed for the requirements survey for a site re-development, we can first create content, functionality and user tasks inventories Often these can be combined with site analytics to determine what requirements are currently being used or not These can also be correlated with existing user profile data (unique users) to see which types of users (personae) are involved

Requirements Gathering Content Static (ex. Contact Us) dynamic (ex. News Headlines) user-generated (ex. Comments) Functionality (ex. Shopping cart, wish list) User Tasks (ex. Upload a photo for my user profile)

Requirements Gathering Look at the site Set up a page or two using columns to quickly outline a content and functional inventory based on the previous slide Next you will work on your own or with a partner to outline an inventory for one of the sites you chose for your first assignment Print off the inventory and hand it in to the instructor Once you have created the inventory, sign up at Develop a survey similar to survey 2 in the earlier slide Send the survey to the instructor and at least two classmates who are not in your group Next week, we will analyze the results at the beginning of class