Using Personas to Craft a Superior User Experience v1 0 En
Transcript of Using Personas to Craft a Superior User Experience v1 0 En
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Personas 101Using personas to crafta superior user experience
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I dont know the key to success butthe key to failure is trying to pleaseeverybody.
Bill Cosby, US comedian
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What is a persona?
A persona is a character involved withyour product or service.
A persona typically has a name, a photo,personal details, and a collection of goals
and behaviour-related information.
These details make the persona memorable,and bring the character to life.
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Creating and using personasduring the design and
development process can helpyour product in many ways.
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Why use personas? 1/3
Personascreate
empathy
for the usersof your product.
Users become real people, with real needsand behaviour. This reduces the likelihood
that you will arbitrarily introduce unrealistic
features or behaviour into your product.
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Example: Paul is a salesman who travels almost everyweek. To ensure easy access to his mail from anywhere,Paul only uses web-based email programs like Ovi Mail.
Your product is an email manager that requires dailysynchronisation with a hard drive. Will this product reallysuit Pauls needs and behaviours?
Why use personas? 2/3
Personas help you align product decisionsto a specific person and behaviour. They canalso help resolve disagreements aroundfeatures by asking Would our persona reallybehave like this?.
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Why use personas? 3/3
Personas help you communicate the reasons
behind your design decisions to stakeholders.
Personas combined with scenarios help youtell the story of your productwho will use it,
when, and most importantly, why.
This type of information can be useful inobtaining buy-in from stakeholders, but can
also assist early marketing efforts.
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Getting started
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Where to find personas
Personas should ideally be based on
real people, with similar goals or behaviour
that you have met throughout your design
research.
If you have no research to inform the creationof your personas, try to base them on people
that you personally know, or have observed
in the past.
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What about demographic groups?
Demographics is the statistical study of a
population using factors such as age, gender,
income, schooling, and occupation.
When creating personas, avoid focussingon demographic factors, unless they are
specifically relevant to your product.
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Example 1/5Meet Mary and Selena
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Example 2/5Mary, 21 years old
Brussels, BelgiumOccupation:
Mary is studying to be a dentist.
Music habits:
Mary has a large music collection but is acasual music listener. She most often listens
to music while exercising and traveling to
University by train. She enjoys listening to
the same albums over and over, so she
doesnt spend much time creating playlists.
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Occupation:
Selena is studying law.
Music habits:
Selena is crazy about music. She has a huge,carefully organised collection of albums
spanning many genres. She also loves live
music. She and her friends attend gigs and
concerts every weekend and often take
photos of the performances, which theythen share amongst themselves.
Example 3/5Selena, 21 years old
Paris, France
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Example 4/5Demographics dont matter for Mary and Selena
Mary and Selena are the same age, same gender,
live in major European cities, and are both studying
at University. When it comes to music however, they
have very different needs and behaviour.A music service which only focusses on their
demographics (i.e. young, urban, well educated
women who enjoy music), will not necessarily tap
into the factors that could make Mary and Selena
fall in love with the service.
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Example 5/5Should we completely ignore demographics?
Example: Your product is a subscription-basedentertainment service. Your research has shown that
young people aged 14-24 love to follow entertainment
news and watch related trailers or videos. In this case
your personas age is quite relevant. With no credit card,
how will a 14-year-old pay for the monthly subscription?
Only focus on demographic factors that are
specifically relevant to your product.
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Creating your personas
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What to include
a photo
name, age, gender
location
family ties
profession
lifestyle
These simple andprimarily demographic
details provide context,
put a face to the name,
and bring the
character to life.
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What to include
personality traits
media and technologychoices
goals, behaviour ormotivations in relationto life, and to your
product
differentiators
These details trulydifferentiate one
persona from another,
and will turn them
into real persons
in the eyes of your
team. They will also
inform how your
product could fit into
the persons life.
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The differentiator
Each persona should be representative
of a common user of your productbut should
have one factor that differentiates them
from the others.
This factor should not be an edge case.It should be common enough that it will
actually matter to your product.
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Edge case or differentiator? 1/2
Paul is a performance artist. He likes to play music
tracks backwards during his performances and
would like a music service that enables him to
listen to tracks this way.
Is this an edge case? Pauls behaviour illustrates the
value of design research. Chances are, his behaviour is
too rare to consider in your product design, but through
user research, you might already have come to this
conclusion by talking to other music lovers.
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Edge case or differentiator? 2/2
A product decision for Simons persona
Introducing a tagging system would enable Simon
to tag and find his songs by mood, while also enabling
his wife to do so by release date. Research will likely
confirm that most users would appreciate this level
of flexibility.
Simon is a music lover. He has a huge collection of
music which he shares with his wife. She likes to
organise music by release date, while Simon prefers
to organise it by mood (for instance happy, romantic).
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How many personas do you need?
Two or three personas are often enough to
suit all the critical activities and behaviour
your product is meant to support.
If needed, you can create more than three.However, keep in mind that the more peopleyou try to satisfy with one product, the harder
it will be to truly please any of them.
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Example: Three personas
An email program may have three personas.
The BeginnerThis person is newto the software, and
needs to set up anaccount and send aninitial message.
The power-userThis person requiresadvanced features
such as filters,conversation views,and signatures.
The occasional userThis person rarelyuses email and may
have forgotten howthe product works.
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Organising personas
Where possible, choose a primary and
secondary persona.
Your primary persona representsthe goalsof most of your users. This persona will guide
most of the product and feature decisions.
Your goal when designing the product is tofully satisfy all this personas needs.
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The secondary persona
Secondary personas may have similar goals
as the primary persona, but there will always
be a differentiator.
Features designed for the secondary personamay not completely suit the primary persona,but should not inconvenience them.
The opposite should of course also be true. Features that
help a persona complete a task, while inconveniencingone of the other personas, should be reconsidered.
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Example: Organising personas
You are designing a mobile email application
aimed at the enterprise market.
Primary persona: The power-userThis persona requires advanced features such as filters, multiple
accounts, and conversation views.
Secondary persona: The beginnerThis persona is new to the software, and needs to set up an accountand send an initial message. A wizard which appears when theapplication is first launched could help this user achieve those goalswhile not getting in the way of the primary persona.
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Using personas
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When to create personas
If youre informing your design through
research, create your personas once the
research is complete and base them on people
you have interviewed or observed.
If youre unable to do research, createpreliminary personas based on people you
know, then revise the personas as you gain
additional insights through research, user
testing, or observation.
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How to use personas
Share personas with your entire team.
Use personas in your product scenarios.Think about whether this persona would
behave as your scenario suggests, and
be sure to create scenarios involving all yourpersonas in some way.
Where possible, live with the personas.Print them out, bring them to meetings, andplace them on the wall along with project
scenarios.
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Appendix: Persona examples
A series of personas for a social music service.The service provides users with access to
millions of songs, and enables them to createplaylists which they can share with friends.
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Primary persona: Selena
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The fan 1/2
Name: SelenaAge: 21
Location: Paris, France
Occupation: Selena is studying law.
Personality: Optimistic, highly social, and exploratory.
Income: Selena lives in a flat with two of her friends. The flat is paid forby her friends father who works as an estate agent, so Selenas only
costs are food and utilities. She also receives a monthly allowance from
her parents, which she primarily spends on entertainment.
Devices: Selena has a Nokia N97, which she chose for its QWERTYkeyboard and home screen widgets. These come in handy when
coordinating her busy social life using SMS and a variety of social
networking services.
Music is why I live in a big city. I spend my weekends in clubs and met most
of my friends at concerts. My life outside of school, is all music, all the time.
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The fan 2/2
Musical tastes: Selena seeks out every indie band she can find, but also
enjoys vintage blues and jazz. Shes always willing to sample music
recommended by her friends, but draws the line at pop which she feelsis for kids.
Life: School is a big part of Selenas life, but it certainly can be hard to
get up in the morning after a night out with friends. Selena plans to
focus more on entertainment law next year, with the goal of obtainingan internship with one of the major music labels.
Live music: Selena attends lots of live performances and loves to take
pictures of the performers and the crowd. She recently bought a
professional auto-focus camera but finds that when the time comes to
go out, she usually leaves it behind. After all, her trusted N97 takes great
photos, and is always in her pocket.
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Secondary persona: Mary
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The casual listener 1/2
Name: MaryAge: 21
Location: Brussels, Belgium
Occupation: Mary is a studying to be a dentist.
Personality: Practical, playful, and sentimental.
Income: Mary comes from a single-parent family, so she has qualified fora student grant, which pays for her tuition, apartment, and day-to-day
expenses. She also works 15 hours a week as a clerk in a veterinary clinic.
She uses this additional income to buy clothes and go out on weekends,
and is saving a small portion every month for a summer trip to Portugal.
Devices: Mary has a Nokia 5000. She loves it because its small, has a nice
music player, and can be hidden in her pocket while in class or at work.
The FM radio is also handy for catching the news at break times.
Im too busy to organise musicbesides, it doesnt matter to me.
I only buy albums I really like so dont mind listening to them over and over.
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The casual listener 2/2
Musical tastes: Mary enjoys classical, jazz, folk but also some top artists
in the pop charts. Despite her varied tastes, shes isnt experimental with
music. Once she finds an album she likes, she listens to it over and over.Mary would love a way to carry more music, but she isnt ready to buy
a separate music player or change mobiles.
Lifestyle: School and work currently occupy most of Marys life. The fact
that Mary lives in suburban Brussels doesnt help matters, as she spendsclose to two hours commuting every day. Any free time is spent with her
boyfriend who luckily attends the same university.
Exercise: Exercise helps Mary relax, and with an erratic schedule, her
activity of choice is running. On busy days, she runs to the train station
instead of taking the bus, or goes for a run during her lunch break.
She always listens to music while exercising, but the music has to be
just right, otherwise she finds it distracting.
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