SIMS 247: Information Visualization and Presentation Marti Hearst
SIMS 213: User Interface Design & Development Marti Hearst Thurs, Feb 6, 2003.
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Transcript of SIMS 213: User Interface Design & Development Marti Hearst Thurs, Feb 6, 2003.
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SIMS 213: User Interface Design & Development
Marti HearstThurs, Feb 6, 2003
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Cooper on Designing for Goals
We do tasks to achieve goals – don’t equate them!– Traveling safely in 1849 vs. 1999
Goal of good design: help users achieve practical goals while not violating their personal goals– No “unnatural acts”
Distinctions:– Personal goals– Corporate goals– Practical goals– False goals
Example: goal-directed tv news system
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Think Outside-in versus Inside-out
Do not expect others to think or behave – as you do– as you would like them to
Assess the meaning of the displays and controls based on what a user can be assumed to know, not based on what you know
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Example: Playing Pictionary
Getting into someone else’s head
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However (from Cooper)
Being a victim of a problem does not necessarily bestow the power to see the solution An individual is not always representative– Company president example
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Personas (from Cooper)
“Hypothetical Archetypes”– Archetype: (American Heritage)
• An original model or type after which other similar things are patterned; a prototype
• An ideal example of a type; quintessence
A precise description of a user and what they want to accomplish– Imaginary, but precise– Specific, but stereotyped
• Real people have non-representative quirks
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The Essence of Personas
Describe a person in terms of their – Goals in life (especially relating to this project)– Capabilities, inclinations, and background
People have a “visceral” ability to generalize about real and fictional people– We can have detailed discussions about what Harry Potter,
Scarlett O’Hara, or Colin Powell will think or do.– They won’t be 100% accurate, but it feels natural to think
about people this way
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Reasons for Personas
A compromise design pleases no-one– The broader you aim, the more likely you miss the bulls-eye– 50% of the people 50% happy doesn’t work
• Car example – soccer mom, carpenter, dot-com exec– “Every time you extend functionality to include another constituency,
you put another speed bump of features and controls across every other user’s road.”
A targeted design can achieve– 10% people 100% ecstatic– Examples:
• Ram pickup truck• Sony aibo
There is no such thing as an average user
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Reasons for Personas
Examples of results of targeted design– Dodge Ram pickup– Roller suitcases– Sony Aibo
• Isn’t useful for anything• Not fuzzy and warm• Too delicate to let children use it, but
– Passionate fan clubs– Brisk sales despite steep price – and prices now coming down
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Reasons for Personas
Avoid the “elastic user”– If the description is not specific, it
can easily wiggle to suit the design needs of the moment
Piston analogy
Helps prevent designer / programmer from imagining they are the user
Image from www.howstuffworks.com
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Reasons for Personas
Puts an end to feature debates– Makes hypothetical arguments less hypothetical
• Q: “What if the user wants to print this out?”• A1: “The user won’t want to print often.”• A2: “Emilee won’t want to print often.”
User Persona, not Buyer Persona– This is one way HCI differs from marketing– Eventually it pays off in more sales
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Case Study using Personas
Sony TransCom’s P@ssportInitial design: Conventional solution– Deep hierarchy of screens
• “Uninformed consent”• Reflected the internal design of the software
– This design decision forced them to throw out the natural choice of a touchscreen
– 3D graphics, artistic icons, map-and-globe metaphor• But no substance• “Painting the corpse”
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Case Study using Personas
Procedure:– Interviews inside Sony
• What are their goals?• What is the project history?
– Interviews in the field• Airline personnel, particularly flight attendants
– Every new story lead to a new persona• 30 personas at one point
– Eventually, see commonalities, collapse them down• 4 passengers, six airline employees• Passengers are the hard part
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Case Study using Personas
Passenger Personas– Chuck Burgermeister– Ethan Scott– Marie Dubois– Clevis McCloud
Goal: satisfy all of them, make no one unhappy, but don’t have to make any of them exceptionally happy– (contradiction of earlier point – captive audience)
Interesting development: one persona became a “common denominator” and a “touchstone”
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Case Study using Personas
Interesting design decisions– No navigation
• Only one screen – This isn’t really accurate – they had different screens for different kinds of
entertainment• This means – not very many movies to choose from – and is not what a
computer scientist would design for– Physical knob like a radio dial– Few clicks means touchscreen is ok– Content provided much of the value
• Movie vendors surprised the designers by being enthused about having to supply content
• Consequence of the fact that every movie is carefully marketed already
Other interfaces needed for airline personnel
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Cooper on Scenarios
Daily Use– Fast to learn– Shortcuts and customization after more use
Necessary Use– Infrequent but required– Nothing fancy needed
Edge Cases– Ignore or save for version 2
Example: image cropping application– It works so intuitively, it feels like magic
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Cooper’s Perpetual Intermediaries
Beginners
Intermediates Experts
Programmers design for experts
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Perpetual Intermediaries
Beginners
Intermediates Experts
Marketers design for beginners
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Perpetual Intermediaries
Beginners
Intermediates Experts
People spend most of their time as intermediates
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Perpetual Intermediaries
Beginners
Intermediates Experts
Paradoxical Curves
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Let’s practice creating personas