Hienadz Drahun - Design with Temperament - Design by Fire Cafe

Design with TemperamentHienadź “Gena” Drahun

http://www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience

http://en.wikipedia.org/wiki/World_of_Tanks

https://www.allsecur.nl

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