Persona Definition “an artifact that consists of a narrative relating to a desired user or customer's daily behavior patterns, using specific details, not generalities” “a social role or a character played by an actor .”
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Persona Definition
“an artifact that consists of a narrative relating to a desired user or customer's daily behavior patterns, using specific details, not generalities”
“a social role or a character played by an actor.”
Why Need Them
• We are not the people who use EB. We shouldn’t design if from our point of view.
• EB users are different with different, job roles, environment, education, and needs. Without personas we end up talking about users generally.
• Personas help us identify with users and find empathy for them
• Real users cannot be part of the immediate design process we need to define an artifact that can guide who we are designing for.
How We Developed EB Personas
• One hour brainstorming session with EB customers at the 2009 ACE Conference
• Two hour brainstorming session with EB Product Team
• Over 100 hours of interviews with bank and corporate customer end-users.
http://172.20.200.31/cnbResearch/cnbSupportTraining.shtml
How We Should Use Them
• Refer to personas within design discussions and writings. “Tim would expect…” “Sam needs…”
• To refine our requirements. As personas are considered, their unique needs will emerge and challenge our requirements.
• To create robust scenarios for each sprint
Scenarios• Example of a scenario (customer support
persona)
“Mike gets a call from Carol at the Cinnabon corporate payroll department. Carol typically uploads their payment file on time but needed to add a new person at the last minute. As a result, the file was five minutes late. She wants Mike to confirm that the file arrived and was loaded and that the payroll payments will be processed on time. She would also like some kind of confirmation faxed or emailed.
Summary
• “Carol” Small Business User
• “Al” Large Corporate Cash Manager
• “Sam” Middle Manager
• “Tim” Account Payables
• “Sally” Office Generalist
“Carol” Small Business User
Name Small Business User
Profile Sole operator. Does everything. Pays the bills, has limited time. Always multitasking, jack of all trades, frugal. Focused on cash position.
Work Environment Home office or shared offices, small storefront. May work out of car. May be quite and isolated or if mobile nosier and more varied.
Information Environment
Cell phone / PC / or Laptop. Typically small monitor. May be low tech or high tech depending on type of business.
Knowledge and Training
Mixed, limited, self-taught
“Carol” Small Business User, cont…
Time on EB / day 0.5 hours / day
Frequency of use every day
Key Features Single ACH, Transfers, Bill Pay, Quicken/QuickBooks, IR reports, Account Inquiry, Dashboard, Alerts, Secure Message
Scenarios Determining cash position
End of the day uses RDM to process checks and check balance
Morning checks balance, uses Bill pay to make payments, uses transfer to move funds
End of Month Account Recon uses Online statements, Paid Check
Receives Alert of low balance, adjusts bill payment dates
“Carol” Small Business User, cont…
UI Considerations Has limited time to learn. Likes a guided workflow
Has small lists of things (payments, reports). Needs items consolidated to as few places as possible.
Likes additional clicks if they are helpful
Equally frustrated by additional clicks if they are not helpful
Many not know technical accounting terms
Wants to know the impact of payments on cash position
Wants UI to highlight what is “important”
Needs to understand costs of cash management features
“Al” Large Corporate Cash Mgr.
Name Lg. Corp Cash Manager
Profile Educated, multi-tasking, has authority, high stress, works weekends, driven by patterns of business. Delegates tasks to subordinates. Works directly with upper management
Work Environment
Has private office with assistant, quiet, secure, isolated. Works some weekends at home
Information Environment
Blackberry, laptop, analysis packages, high security
Knowledge and Training
MBA, CPA, masters degrees. Full understanding of financial terminology
“Al” Large Corporate Cash Mgr., cont…Anticipated Tasks
Time on EB / day ~ 0.5 hours / dayFrequency of use every dayKey Features Approvals, IR reports, Dashboard, Alerts
Scenarios Each morning receives a consolidated report from the Middle Manager
Receives an alert of low balances calls Middle Manager
Middle Manager leaves early so LCCM must make approvals before EOD
Approves a high Value Wire Payment
“Al” Large Corporate Cash Mgr., cont…
UI Needs Doesn’t spent a lot of time on the system. Has low tolerance for clicking around. Wants information and tasks effectively aggregated on the dashboard.
Alerts on high-importance items
Processed information vs. raw data. Likes charts and summaries
Has limited time to learn. Likes a guided workflow for complex tasks that he sometimes needs to do (like setting up a user)
“Sam” Middle Manager
Profile Educated, task-driven by directing others, limited authority, manages people, accountable for details, does follow up and status.
Work Environment May have private office or larger cubicle. Circulates extensively among subordinates to delegate tasks.
Information Environment
Blackberry, laptop, analysis packages, high security
Knowledge and Training
some management training, CPA, masters degrees
Time on EB / day avg. 1 hour / day
“Sam” Middle Manager cont…Frequency of use
every other day
Key Features Templates, Approvals, Export, Quicken/QuickBooks, Positive, Pay Exceptions, IR reports, Account Inquiry, Dashboard, Admin, Alerts, Audit
Scenarios Creates consolidated report for LCCM
Each morning, noon and afternoon checks for ACH, Wire, Transfer approvals, checks dashboard balances
A new employee is hired in AP and MM must create new EB user.
Compiles audit and SOX reports for annual audit
Investigates why expected ACH receivables are lower than expected
Approves Pos Pay Exception decisions
Makes a high value Wire Payment
“Sam” Middle Manager cont…
UI Needs Easy to use user setup to create dual approval workflows and to coordinate activities and permissions of those who report to her
Flexible reporting to create customized reports for the LCCM. None of the out of the box report are exactly what he needs
Alerts on high-importance items
Processed information and raw data. Needs to be able to explain details to LCCM.
Has limited time to learn. Likes a guided workflow for complex tasks that he sometimes needs to do (like setting up a user)
“Tim” Account Payables
Name Accountant / Account Payables
Profile Performs low level accounting task, bookkeeping, single task-oriented. Asks "what do I do next?"
Work Environment Works in cubicle, minimal privacy, contact with neighbor in relatively secluded area.
Information Environment Low end company issue PC and monitor
Knowledge and Training some bookkeeping courses or bachelors degree
Anticipated Tasks
Time on EB / day avg. 1.5 hours / day
Frequency of use every day
“Tim” Account Payables cont…
Key Features ACH, Wire, Transfers, Export, Quicken/QuickBooks, Positive Pay Issue, IR reports, Account Inquiry, Dashboard, Admin, Alerts
Scenarios Pays Invoices in ACH
Check Order status and sends Intl Wire Payment
Receives alert on wire needing repair, looks at wire report requests MM change template
Checks to make sure approvals have been made before EOD cutoff
Changes New User settings to include Pos Pay Issue requests approval from MM
“Tim” Account Payables cont…
UI Needs Keyboard-driven UI for performing repetitive entry tasks typically involving transposing from paper forms
Easy to use import and export
Efficient workflows for high-volume payment entry
“Sally” Office Generalist
Name Office Generalist.
Profile Multitasking, jack-of-all-trades, very low authority, works from queue. Doesn't really know a lot about accounting.
Work Environment Works in cubicle, minimal privacy, contact with neighbor.
Information Environment
Low end company issue PC and monitor
Knowledge and Training No special training. Generally capable, self-taught person
Time on EB / day avg. .25 hours / day
“Sally” Office Generalist
Frequency of use Infrequent (e.g. twice a month to do the payroll)
Key Features ACH data entry, IR reports
UI Needs Needs guided workflow, must re-learn workflow and details every time,
Doesn’t know accounting terms, needs to see "pay amount" vs. "offset amount“
Gets confused by changes. Uses post it notes to follow procedures by rote.