Hienadz Drahun - Design with Temperament - Design by Fire Cafe
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Design with TemperamentHienadź “Gena” Drahun
http://www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience
Do not have access to user research?
• Actionable and simple• Universal• Reusable• Proven
What about having a set of user models:
4 Types of Temperament
Design practiceBryan Eisenberg
TheoryDavid Keirseyhttp://www.keirsey.com/ http://www.bryaneisenberg.com/
http://www.keirsey.com/sorter/instruments2.aspx
Keirsey Temperament Sorter (KTS-II)
Quick(Lymbic Mode)
Based on Emotions(Right Brain)
Based on Facts
(Left Brain)
Deliberate(Cerebral Mode)
How do we make decisions?
Traditionalist
Quick(Lymbic Mode)
Based on Emotions(Right Brain)
Based on Facts
(Left Brain)
Deliberate(Cerebral Mode)
• Dependable, helpful, and hard-working
• Dutiful, cautious, humble, and focused on credentials and traditions;
• Concerned, trust authority, seek security, prize gratitude
“ Work hard today, to feel good tomorrow”
Traditionalist
• Browses methodically, using primary navigation
• Looks for Detailed Product Information, Comparisons
• Contact, Shipping & Retour Info;• Feeling of Familiarity, Trust & Security;• “DIY” – “help yourself” approach
“What your product does?How it does it?”
Design for Traditionalist
Rationalist Hedonist
Traditionalist Socializer- Philanthropist
Quick(Lymbic Mode)
Based on Emotions(Right Brain)
Based on Facts
(Left Brain)
Deliberate(Cerebral Mode)
Eye-tracking of “Traditionalist”
http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
Hedonist
Quick(Lymbic Mode)
Based on Emotions(Right Brain)
Deliberate(Cerebral Mode)
Based on Facts
(Left Brain)
Eye-tracking of “Hedonist”
http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
Socializer- Philanthropist
Quick(Lymbic Mode)
Based on Emotions(Right Brain)
Deliberate(Cerebral Mode)
Based on Facts
(Left Brain)
• Oriented on personal development, seek their true self;• Ready to help and trust, but are
cautious;• Loving, kindhearted, and
authentic.• Enthusiastic, trust their
intuition, yearn for romance
“Communicate to make myself and the world better”
Socializer- Philanthropist
• Want it “quick & easy” but are cautious, value personal communication;
• Who are you? What are your ethical & moral values? (“About us”, etc.)
• Whom have you already helped?
• How can I help others?
“How does your product make the world better?”
Design for Socializer
Eye-tracking of “Socializer”
http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
Rationalist
Quick(Lymbic Mode)
Based on Emotions(Right Brain)
Based on Facts
(Left Brain)
Deliberate(Cerebral Mode)
• Pragmatic, skeptical, self-contained, and focused on problem-solving and systems analysis;• Ingenious, independent, and
strong willed;• Even-tempered, trust logic,
yearn for achievement, seek knowledge, prize technology, and dream of understanding how the world works.
“Be the best”
Rationalist
• Perfectionists, look for the best and most efficient way to make things done;
• Very quick in judging about what is not best or “suspicious”;
• Masters of comparison & verification;
• Feel flattery and “desire to sell”
“Give me the facts to proof that your product is the best option”
Design for Rationalist
Eye-tracking of Rationalist
http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
Quick
Based on Emotions
Based on Facts
Deliberate
Practical Application
• Information Architecture;• Content Strategy/ Creation;• Visual Design;• Design for Conversion &
Persuasion;
• Personas / User models;• Walkthroughs;• Journey Maps;• Content Auditsfor
Design with TemperamentPart 2: Secrets“beyond
MBTI”
?What is the distribution of temperament types
Rationalist Hedonist
Traditionalist Socializer- Philanthropist
Rationalist<10%
Hedonist~ 35%
Тraditionalist~45%
“Approximate” numbers (±5%)
Socializer- Philanthropist
10%+
For which temperament should we design first?
HEDONISTS FIRST
100%
35%
Second?
HEDONISTS FIRST
TRADITIONALISTS SECOND
100%
80%
Designing for only2 temperament types = 80% of audience!
It is already enough (for a good start)
Traditionalist Hedonist
eCommerce
Games
News/ Content
Help & Service
«Casual» shopper
«Targeted» shopper
«Grinder»
«Hardcore»gamer
«D.I.Y»
«Scanner»
«Casual»gamer
«Help me...»
Product focused
Browsers
Researchers
Bargain hunters
One-time shoppers
5 Types of E-Commerce Shoppers
Traditionalist
Hedonist
Traditionalist
Hedonist
Hedonist
http://www.nngroup.com/articles/ecommerce-shoppers/
PHILANTROPISTS NEXT
HEDONISTS FIRST
TRADITIONALISTS SECOND
90%
3 temperament types = 90% of audience!
RATIONALISTS IF YOU DARE!
PHILANTROPISTS NEXT
HEDONISTS FIRST
TRADITIONALISTS SECOND
100%
Temperament type is not a category
Rationalist Hedonist
Traditionalist Socializer- Philanthropist
=
Not true
Two people of the same temperament are not the same
Only the minority of people has “bright” temperaments
Temperament type is not a category but rather a space, shape
Temperament type is not a category but rather a space, shape, which can change with time
Traditionalist Hedonist In a good mood
Tired
Concentrated
Serious decision
Minor decision
Familiar environment
New environmentFollowing decisions
First decision
True good intentions
Sympathetic, authentic people
Checkable, concrete results
Socializer- Philanthropist
Temperament type is not a category but rather a space, shape, which can change with time and not only…
~50%
~25% ~20%
~45%
~35%
>10%
<10%
Distribution by Gender …(approximate)
Hienadź “Gena”Drahun
@HDrahun
Hienadz.drahunhienadzdrahun
Thank you!
History of the Web &Temperament Types
Rationalist’s Web 0.x (1991-1993)
Traditionalist’s Web 1.x (1994 - 2004)
Hedonist’s Web 2.x (2004 - )
Socializer’s (?) Web (2004 - )
Want some more?
“Earthlings” (70-80%) “Martians” (20-30%)Plato 340 BC Guardian Artisan Philosopher ScientistAristotle 325 BC Proprietary Hedonic Ethical DialecticalGalen 200 AD Phlegmatic Sanguine Melancholic Choleric
Adickes 1907 AD Traditional Innovative Dogmatic AgnosticSpringer 1914 AD Economic Esthetic Religious TheoreticalFromm 1947 AD Receptive Exploiting Hoarding Marketing
Keirsey 1987 AD Guardians Artisans Idealists Rationals
PTypes 2001 AD Traditionalist Hedonist Idealist Rationalist
Matching Temperament Types
Rationalist
Hedonist
Traditionalist
Socializer- Philanthropist
Technology Adoption Lifecycle“Crossing the Chasm”
http://www.bryaneisenberg.com/wp-content/uploads/2013/10/persona-attributes-raw.png?66ae93
http://www.bryaneisenberg.com/wp-content/uploads/2013/10/persona-attributes-raw.png?66ae93
Barbarian
Assasin
Wizard
Temperament Types in RPG
MonkTraditionalist Hedonist Socializer-
Philanthropist
Rationalist
Bartle’s 4 Players Types
Rationalist Traditionalist
Socializer- Philanthropist
Hedonist
RationalistHedonist
Lazzaro’s “4 Keys 2 Fun”
http://xeodesign.com/research.html Rationalist
Traditionalist
Socializer- Philanthropist Hedonist
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