1. SFnight 213 project Overview Project goals Scenarios & personas
Current design vs. low-fi prototype
What we learned
Summary
our agenda ?
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

2. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ?
Overview
SFnight is an information-centric website that provides nightlife information about SF bars and clubs. It caters to consumers & players.
The 213 design team has been focusing on the customization aspects of SFnight specific to nightlife consumers.
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

3. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ? ?
Project Goals
Analyze and review the personalization & customization features, after further study of frequent nightlife consumers.
Redesign the customization features
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

4. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ?
Our Personas
Chris Roberson, the easy going,
Stefan Kizmiaz, an aesthetical pragmatic
Rich Liaw [left], getting to be more sociable
Leonardo Varella, the explorer
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

5. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ? ?
Our Personas
Personal Goals
To socialize selectively
To relax
Not to be bored
Scenario >> Planning a Future Event
“…One of Stefan's friends from New York is coming to SF with his girlfriend for the weekend. Stefan will be spending Saturday evening with them. He wants to take a quick break from work and logs on to his MySFnight to get some quick ideas of things to do on Saturday evening.”
Stefan Kizmiaz, an aesthetical pragmatic
32, enjoys quiet mood music. Well educated and computer savvy consultant who works for Accenture in financing/statistics, usually very busy.
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

6. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ? ?
Our Personas
Personal Goals
Be happy, and have fun
Meet lot of people Scenario: Registration
Chris just heard from a friend that she could receive information about free events and promotions by . All she would need to do is to sign up for a newsletter at the SFnight. She saw some thing about signing up MySFnight and also the newsletter. She clicks on something and the registration process starts.
Chris Roberson, the easy going,
22, Community College student, works part-time at a restaurant/cafe. Kind of people person. Moves from one place to another, depending on where the action is. Always trying to get people together to go somewhere new. Her parents just bought her a cheap computer system to help her with schoolwork. A friend managed to have her signed up for a free horoscope
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

7. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ? ?
Our Personas
Personal Goals
Have a good time
Be surprised
Explore
Scenario: Planning an Immediate Event
Leonardo usually doesn't go to the same bar. Thursday evening, Leonardo is plugged, when he receives a message from the SO about the evening. Leonardo goes to SFnight, where he usually finds a couple of things and sends the options to SO and colleagues. Well, SO said 'have fun', which is the sign saying SO is in the mood for live music or a dancing thing.’
Leonardo Varella, the explorer
A 37-year-old PhD anthropology student at Berkeley, from Venezuela. He passed the initial orals about six months ago, and has been taking it easy since then. He is a night person; likes Latin and World music and enjoys dancing; so does his significant other.
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

8. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ? ?
Our Personas
Personal Goals
To escape from the work pressure
To relax with girlfriend and/or other friends
Discover new and interesting things
Have good laugh and a good time
Scenario: After-Event Task: Writing a Review  
Rich and his colleagues went to a bar. Service is bad. Rich's boss suggested they should let the words spread as a retaliation. Rich said, 'I just jot down something on SFnight and everyone will know. Maybe they then take service seriously.'
Rich Liaw Becoming to be more sociable
30, born to a conservative oriental family. Had a MS degree from NJIT and since graduation has been working for various Silicon Valley firms. Often works over time, even during weekends. Becoming more easy-going with friends and less concerned with stock market.
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

9. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ? ?
Primary Persona
Someone representative of all users.
Cosmopolitan perspective, yet very particular
Does not like to be overloaded w/ information
Receives visitors and therefore need to share information
Has music preferences; likes good reviews
Connected to the Internet wirelessly
By working in the dot.com environment as a consultant, he is also the ultimate audience for SFnight.
Stefan Kizmiaz, an aesthetical pragmatic
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

10. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ? ?
Planning Tool: “Add to My List”
It allows the personas to add event or venue information to a list that can be shared with friends.
Newsletter and Registration Process
It allows personas to customize information that they will receive by newsletter or in the personal area of SFnight.
"MySFnight"
It provides customized information, such as Editor’s Pick events, user’s own venue and DJ selections, etc.
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

11. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ?
Planning Tool: “Add to My List”
Value added: It was considered useful to users, and it matches the need to send several event or venue options to friends.
What works
Process: ease of use , straightforward
Information: adequate
What needs improvement
Process: improve feedback and integration with other pages; analyze more options for users to send
Labeling: not properly convey the meaning
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

12. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ?
Newsletter and Registration Process
Value added: easy customization
What works
Process: easy to use , straightforward
Information: adequate, security
What needs improvement
Process: Possibility of two confirmations
Information in feedback page needs to be better clustered to avoid confusion
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

13. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ?
Value added: Calendar format with recommendations based on preferences seems promising
"MySFnight"
What works
Homepage: clear feedback in customized area
What needs improvement
Process: Confusing: What can be done at MySFnight page?
Labeling: Editor Picks v.s. customers’ own picks
Confusing lists: My List v.s. MySFnight
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

14. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ?
Biggest lesson learned so far
Testing lo-fi is very important before going to hi-fi – find out many issues
Needs assessment is extremely important before creating personas and their tasks.
Personae and task scenario help focus design efforts
Work in Team: better results and more fun when review and plan ahead via immediately after group meetings
Use of a computer to support lo-fi prototype the upright “screen” mimics more closely the view on a monitor than a flat layout on a table
SIMS: Provide a huge dry-erase wall in the labs. Would really help with design discussions.
Recommendations
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

15. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ?
Summary
Customization involves complex user interaction and information needs
Design tools such as personas and lo-fi prototyping help understand the issues and focus efforts in the early stage of design and avoid expensive problems later on.
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES

16. current design vs. low-fi prototype
SFnight project
overview
project goals
scenarios & personas
current design vs. low-fi prototype
what we learned
summary ?
Questions ?
Thank you
UC BERKELEY SIMS IS MARCH : BIN XIN ROSA REN + HONG CAI MONICA FERNANDES