Patricio Maller - Pablo Piccolotto Products with personality: tools to define trait-based design principles
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Patricio Maller - Pablo Piccolotto
Products with personality: tools to
define trait-based design principles
Team
Creation
Proto-
PersonaMood board
& Emotion
Wheel
Experience
MapDesign
Principles
Personality
“”
People’s style in dealing with the world and particularly, dealing with other
people.
Carl Gustav Jung (1875-1961)
Product Personality
“”
The set of human personality traits used to describe how a product will interact
with a user.
Personality
behavior
emotion
motivation
thought patterns
Differences and similarities
Stable trait across situations and time
Reliability
Test different times, same results
1.
Validity
Are you testing what you are supposed to test?
2.
The Big 5 OCEAN
Openness (inventive/curious vs. consistent/cautious)
Consciousness (efficient/organized vs. easy-going/careless)
Extraversion (outgoing/energetic vs. solitary/reserved)
Agreeableness (friendly/compassionate vs. analytical/detached)
Neuroticism (sensitive/nervous vs. secure/confident)
Ice-breaking
Team’s name: ……………
Get to know each other:
Ice-breaking
Homer- The simple minded, live in the
moment father of the show makes him the
star of the show. ESTP
Marge- The loyal wife of Homer, who tries
to keep the family in order. ISFJ
Bart- The rebellious, action loving son of
Homer and Marge. Not always inclined to
follow rules, and lacks structure, Bart’s
type is an ESTP
Lisa- Creative and kind, the daughter of
Homer and Marge is clearly an INFJ.
Team
Creation
Proto-
PersonaMood board
& Emotion
Wheel
Experience
MapDesign
Principles
“
”
A persona is a representation of a user, typically based of user research and incorporating user goals, needs, and
interests.
Marketing personas focus on demographic information, buying motivations and concerns, shopping or buying preferences, marketing message, media habits and such
Proto-personas are used when there is no money or time to create true research—based personas – they are based on secondary research and the team’s educated guess of who they should be designing for
Design personas focus on user goals, current behavior, and pain points as opposed to their buying or media preferences and behaviors. They are based on field research and real people. They tell a story.
They reflect patterns observed in research They focus on the current state, not the future Are realistic, not idealized Describe a challenging (but not impossible) design
target Help you understand users’
Context Behaviors Attitudes Needs Challenges/pain points Goals and motivations
Proto-persona
Proto-persona
High school student, lives with his parents and younger sister Emily (13). His parents recently divorced. He lives in a friendly neighboring of Eugene (OR). He is not good at sports (any sport), but he loves chemistry and computers.
Justin (16) - INFP“My only birthday wish is
that my parents wouldn't do anything to
embarrass me.”
He would like to have a car, nothing fancy, just something to take Hannah for a ride. For years, he has been trying to ask her out, but she seems to be more interested in Brandon –the class athlete-.
Justin enjoys playing with his computer, Xbox, PSP4 and watching TV.
He has some troubles interacting with girls, specially with Hannah -a classmate
he felt in love when he was 6-.
Something like this! (30 min)
Team
Creation
Proto-
PersonaMood board
& Emotion
Wheel
Experience
MapDesign
Principles
Conversational construction
Trigger
Stimuli
“”
Moodboards are a collection of visual images gathered together to represent an emotional responses to a design brief.
Individual
response
Team
construction
Moodboards
• style, tone, personality, and feeling
• facilitate conversation with the client that
will result in an effective design direction.
• Moodboards are abstract
Moodboards
• emotion is a psychological phenomenon
• stimulus-response paradigm
• emotion elicitation and emotion recognition
Something like this! (20 min)
Emotions
•Robert Plutchik's psychoevolutionary theory of emotion
•Plutchik proposed that 'basic' emotions are biologically primitive and have evolved in order to increase the reproductive fitness of the animal.
•Emotions trigger behaviors with high survival value, such as the way fear inspires the fight-or-flight response.
Basic emotion Basic opposite
Joy Sadness
Trust Disgust
Fear Anger
Surprise Anticipation
Human feelings
(results of
emotions)
Emotions Opposite
Optimism Anticipation + Joy Disapproval
Love Joy + Trust Remorse
Submission Trust + Fear Contempt
Awe Fear + Surprise Aggression
Disapproval Surprise + Sadness Optimism
Remorse Sadness + Disgust Love
Contempt Disgust + Anger Submission
Aggressiveness Anger + Anticipation Awe
Wheel of emotions
•This wheel is used to illustrate different emotions and how they relate to each other.
•8 primary bipolar emotions
•Connections between the idea of an emotion circle and a color wheel. Like colors, primary emotions can be expressed at different intensities and can mix with one another to form different emotions.
“
”
An experience map is a strategic process of capturing and communicating
complex customer interactions. The activity of mapping builds knowledge and
consensus across your team, and uncovers major experience problems and
opportunities.
Not about following...
Users are not
(always) right!
Personality type compatibility
Team
Creation
Proto-
PersonaMood board
& Emotion
Wheel
Experience
MapDesign
Principles
worries and concerns
assessment of the points of
contact
¿how do we discover it
exists?
how can we make the
user to come back ?
how can we make to get
referred?interaction
#1interaction
#2interaction
#3…
what does he/she feel, think and
do?
motivations and goals
product response
worries and concerns
assessment of the points of
contact
¿how do we discover it
exists?
how can we make the
user to come back ?
how can we make to get
referred?interaction
#1interaction
#2interaction
#3…
what does he feel,
think and do?
motivations and goals
product response
Team
Creation
Proto-
PersonaMood board
& Emotion
Wheel
Experience
MapDesign
Principles
Share your thoughts
Thanks!
Backup
Senior guy in Town
Geo located “what to do” guide for Seniors: public transportation e-coupons for discounts, health recommendations (“buy water now”), where to take your grandchild´.
1
Homework complete
Help mom´s help their kids with homework. Sharing community (based on exchange of links, videos, and resolutions of most common assignments)
Never again dive 2-hours in Google to know the difference between roman and greek soldiers outfits!
2
Bureaucracy cut
Step by step assistant (real time) to paperwork and deals. From getting a drivers license to a tourist visa, work the system to save time and pay less fees.
Not just a list of steps. Get help real time!!
3
Active Kid´s World
Virtual world for kids promoting physical activity and healthy habits.
Your kids can get coins, earn badges and improve their world based on physical activity and feeding patterns.
I we can´t go against the flow, make the flow work for us.
4
Ask her out
Make those hard moments of dating so smooth you will think Cupid is behind your back. This app will help you set the details of a date, and “automagically” send subtle invitations to that special person.
5
Patricio MallerPatricio Maller holds a computer science degree and a Master of Science in computer
sciences (2000) with focus on human-computer interaction. He was a Fulbright Scholar
at The University of Alabama between 1998 and 2000, completing research on the
application of socio-cognitive theories to the acceptance of IT technology. Patricio is a
UX leader at Intel Security, working since 2006 at the Argentina Software Design
Center (ASDC). Patricio also worked at Motorola, and the educational initiative educ.ar,
leading a complete redesign.
Patricio has authored many articles related to processes Agile and UX, and is currently
a researcher at the Aeronautic University Institute.
Pablo PiccolottoPablo Piccolotto is a Human Factors Engineer currently leading the User Research Lab team at
Intel -a team in charge of designing and executing all kinds of studies and experiments to
create amazing experiences from the inside out-. Besides, he is member of Intel’s UX-UIA
Intellectual Property committee. He has authored 5 patents in the name of Intel and 20
invention disclosure forms so far. He has been working in the Argentina Software Design
Center (ASDC) since 2008 and he has +10 years of full time professional work experience in
the Software Industry.
He graduated with honors earning his Software Engineering degree at the early age of 22 with
the best Grade Point Average (GPA) of the Province of Córdoba, Argentina (9.53 out of 10). He
holds an MBA, a postgraduate degree in Engineering Management, a postgraduate degree in
Management of New Technologies from Ajou University (South Korea) and he is currently
pursuing a Doctorate.
In addition to his career at Intel, Pablo is a postgraduate professor of Innovation, part-time
researcher (R&D) and he teaches 2 different engineering subjects at a local University.
UX design is stretching beyond traditional goals of usability and efficiency into the emotional attachment of desirability, seductiveness, and
persuasion. The next big challenge bridging the gap between users’ social behavior and product design is to infuse personality into the products that
we create. Designing personality can lead to more satisfying and meaningful relationships with users.
Personality design has been around for a long time, and there are multiple methods that designers have employed. However, agreeing on design
principles from personality traits is still empirical, and requires some craftsmanship from the team. Complexity of the tools range from simple mood
boards to models of behavior, with origins mainly in psychology, visual design and marketing.
In this workshop, we will experience 4 different tools for personality design, suitable for participatory design sessions that will help define design
principles based on traits for our products. We will work with mood boards, Plutchick´s emotions wheel, complements to target personas and
enriched user journeys.
Finally, we will synthesize the results using a tailored Myer-Briggs’ typological personality framework (based on Jung´s school of personality types)
to outline our trait-based design principles.The workshop is targeted to a broad audience with a basic knowledge of products design, personas and experience maps.
Products with personality: tools to
define trait-based design principles
No dejes de completar nuestra encuentra online
isa.ixda.org/2015/encuesta
¡Muchas gracias!
Patricio Maller - Pablo Piccolotto
Products with personality: tools to define trait-based
design principles
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