User Modeling Lecture # 7 Gabriel Spitz 1

User Interface Design Process Gabriel Spitz 2 Needs Assessment Competitive Analysis Persona Develop Task Analysis/ Use Cases Workflow Design Conceptual Design Wireframe Design Formative Evaluation Mockup Design Prototype Design Requirements Development Design Evaluation Summative Evaluation

Effective User Interface  Matches user characteristics  Focuses on user tasks  Is suitable for use in its intended environment Gabriel Spitz 3

Our 2 nd Step Developing Requirements Gabriel Spitz 4 Good UI tries to match user characteristics Identify user characteristics

Gabriel Spitz 5 B2B website serving primarily business people Conservative in style Colors are less bright Call for action more subtle

Gabriel Spitz 6 A Design Catering to Conservative Attitudes When It Comes To Money

Gabriel Spitz 7 C2C website serving the general public Uses brighter and a varied set of colors Large and prominent Images More pronounced call for action

Gabriel Spitz 8 A Design Catering to Fun Loving Teenagers

Gabriel Spitz 9 A Design Catering to subdued attitudes of seniors – Colorful, but quiet

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Identify Our Users Gabriel Spitz 11

Challenge – Identify the Focal User To maximize the fit between our application and the users we need to design for a very clearly defined group of users A design for everyone is often a design for no one Gabriel Spitz 12

Also: Identify Direct and Indirect Users Gabriel Spitz 13 Nurse Patient Direct Users Indirect Users e.g., Need to support large font

Design that Ignores Secondary Users Gabriel Spitz 14

Considering Secondary Users Gabriel Spitz 15 Before After

Our Goal – Identify Focal Groups Gabriel Spitz 16 All potential usersFocal users

Criteria for Selecting Focal Groups  Select 1-2 user roles to support based on:  Type and category of the application we build  Its business goals and objectives  Business Case Gabriel Spitz 17 The resulting selection is the user persona

What is a Persona?  It is a design tool  A Persona is an instantiation of a hypothetical user  It is a description of a typical user along with stories about how s/he might use an application to meet his/her goals  It is an archetype of the user which will help guide decisions about the product and its characteristics Gabriel Spitz 18

Describe the User Persona  Description of the user in general terms such as All Students, Every Senior Person is not helpful  It does not help us make effective design decisions  To support effective design we need to have in mind real users within a given role and envision the way they will react to a feature or design decision in our UI Gabriel Spitz 19

Example of a User Persona Gabriel Spitz 20

Example of User Persona Gabriel Spitz 21 the goal of persona is to bring the user to life and use it to design and communicate

Use of Personas in Design  Examine a design feature in the context of our persona  Will this feature meet the goals of our persona  Is the feature important enough to our persona to justify the development costs  How should the feature be characterized to provide optimal usability for our persona Gabriel Spitz 22

Gabriel Spitz 23 Would this style fit your Vending App?

Gabriel Spitz 24 How about this one?

Gabriel Spitz 25 This on the other hand might work?

Gabriel Spitz 26 And these might work too?

Methods for Creating User Personas  Use ethnographic interviews with real people  Immersive observation and direct 1:1 interviews  Focus on what users know and capable of achieving  Gather indirect information from marketing, sales, and technical support people  They have a good understanding of who are the users and what capabilities they poses  Make sure their information is current Gabriel Spitz 27

Content of User Persona  User Persona includes in its description  Name  Role and job title  Description of relevant goals, motivations, pain points  Quotes and stories in the person language  Relevant demographic information  User characteristics  Description of primary activities Gabriel Spitz 28

Design Questions for a Persona  Persona should inform the designer about:  Specific knowledge they have of our application  E.g. Would the term “ Enter ” be meaningful to them  Domain knowledge  E.g. Credit vs. Debit  How often will they use our application  E.g. Once a month  Where will they be when using the application  E.g. Outside the bank  What expectations they have when using our application  E.g. Can take out unlimited amount of money  All of the above help us anticipate the characteristics of the application we need to consider Gabriel Spitz 29

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Guidelines for Creating Persona Kim Goodwin; Gabriel Spitz 31

@ Keep Persona Set Small  The goal of persona is to provide context for decision  Too many personas will impose a memory load and reduce their effectiveness  Limit the number of personas to distinct behavioral patterns, not demographic  E.G., A manager and an employee will have different behavioral patterns when it comes to CRM, but probably not for Gabriel Spitz 32

@ Focus on the User not the Buyer  Marketing people focus on people that bring in most money or a growing segment of the population  Design needs to focus on the people that will use the application, not those that will buy it  E.G., in commercial setting the buyer and therefore the target of Marketing is the executive.  The user is the technician Gabriel Spitz 33

@ Add Life to Persona  Focus on goals, behavior patterns, environment, and attitudes first  Than add a few personal details to reinforce the persona characteristics  Remember Persona is first a design tool Gabriel Spitz 34

@ Use the Right Goals  Each persona should include 3-4 goals  Goals are things users want to accomplish  tasks are the way to accomplish goals  Select goals that are related to or will help the design  Thus goals should be with respect of what an end user would like to get out using the tool – Outcome  E.G., Passengers do not want a boarding pass; They want to get home Gabriel Spitz 35

@ Make Persona Unique to a Design Problem  We can not use persona that was created for a different domain.  Within each domain personas will have different goals and different behavioral patterns Gabriel Spitz 36

Benefits of Using Personas  Help understand the users - who they are, what do they know about our tasks help design the product  Clarifies assumptions - use scenarios help team members share and formalize assumptions about users and usage  Fully explore the design - use scenarios help explore important aspects of the design  Provide context for reviewers - when trying to evaluate the design Gabriel Spitz 37

Example of Relevant User Information  Check In Kiosk  Users ’ goals – e.g. Get home fast  Users ’ Characteristics – e.g. Limited language skills, forgetful (I don ’ t know my flight number), uptight, etc.  Usage environment – e.g. Standing vs. sitting, heavy bag on shoulder, infrequent use Gabriel Spitz 38

In Summery - We Create Personas To  Help us understand why our users are not us  It is not for-us-by-us  Identify and prioritize features and functionality  Identify users for testing  Understanding users is critical to getting value out of SW Gabriel Spitz 39