Using Personas (and Stories) Effectively TriUXPA – February 26, 2014
Whitney QuesenberyWQusability and Center for Civic DesignTwitter @whitneyq
Hi!
User research, usability, accessibility Former theatre designer
Personas (and their stories) as a way to communicate what we know about users, culture and context
Researcher in new UI technologies Performance storyteller
Storytelling as a pivotal part of the creation, performance, and design process.
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What do you hope to get out of this workshop?
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What are we going to do? Personas: background and concepts
Stories: and why they work
Creating personas Gathering information
Analysis
Definining the set
Writing a persona
Adding stories
Introducing your personas: getting to know them better
Seeing through personas eyes: to review a product, feature, site....
Designing with personas: from problem stories to solution stories
Using personas for evaluation
Personas and UX
Kindersandi.moonfruit.com
What do think personas are?What is the value of personas?
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Personas can help address big challenges in UX
Hearing users at all
Organizing increasing amounts of data
Building consensusaround a clear, consistent view
A realistic view of the people we design for
General market
knowledge
Competitive
marketplace and
analysisContex
t of use
Web analytic
s
Market segmen
tsBusiness or
other functions met by
the product
Points of
pain
Personas remind us to see the individual
How do we understand each person, not as part of a demographic, but as an individual with a history, goals, actions and a relationship to the product
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What’s in a persona?
A. About the person
B. Goals & motivationsC. Attitudes and dataD. Background storyE. Scenarios
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Personas create an integrated view of user research
Personas are built from data
They put a human face on analytics
And their stories built empathy by suggesting the real people behind the persona
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Personas can document assumptions
Stories connect us Couriemail.com.au
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We all tell stories
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Personas and stories both start with listening
Why listen? Deeply understand others Empower the speaker
Research is about listening Ask for stories, not just opinion Listen for the emotion, attitudes, context in the stories
Good listening elicits good stories Build a connection that bridges context and culture Built trust – “They understand me”
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Listening is not a competitive sport
Be an appreciative listener Give them your full attention Acknoweldge what you hear, non-verbally Give the person time to think as well as talk Don’t rush the end – sometimes people have one last
thought
Listening Exercise
Work in pairs 1 minute each to be the speaker - then switch
Speaker’s job: speak about something relatively comfortable Listener’s job: just listen. Don’t have to talk, interrupt or fill
silences.
Talk about something you made that you are proud of.
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Ask the questions that encourage stories
“When was the last time you [did that thing]?”
“Have you ever [done something]?” “How often do you [do that thing]?”“What makes you decide to [do that thing]?”“Where do you [do that thing]?”
+“Tell me about that.”
(and really listen) +
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Listen (and watch) for juicy tidbits
Stories you hear from more than one source Strong detail and action Details that illuminate other user data or analytics Stories that contradict common beliefs Simple, clear, and compelling
Stories communicate patterns
They... Store and transmit knowledge Communicate culture Explore new ideas
They help us… Share information in memorable form Understand emotion and desires
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Stories create relationships
Stories are not a broadcast
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Personas create connectionsPersona stories create a relationship between you and the audience
Sharing what you learn creates a second story triangle with the larger team
Stories create connections
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Personas bridge the gap between everyone on the team and the users the personas represent.
Stories create connections
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A story is shared by everyone who hears it
First the storyteller shapes the story
As they listen, the audience members form an image of the story in their own minds.
A story is shared by everyone who hears it
The storyteller and the audience each affects the other and shapes the story they create.
The most important relationship is between the audience and the story.
The audience is a part of the story each time it is told.
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Stories change how we think
Our experience of the world is shaped by our interpretations of it, the stories we tell ourselves.... so the key to personal transformation is story transformation.
Maria Popova, ‘Redirect’: A New Way to Think about Psychological Change, The Atlantic
Timothy Wilson, author of “Redirect”
Stories can be efficient
Tanner was deep into a Skatepunkz game—all the way up to level 12—when he got a buddy message from his friend, Steve, with a question about his homework.
He looked up with a start. Almost bedtime and his homework was still not done. Mom or Dad would be in any minute.
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Success?
Stories are embedded in the UX cycle
Specify
Understand
Design
Evaluate
Collecting stories: hearing what other people have to say
Analysis: finding patterns in shared stories
Design: creating ideas that embody key stories
Evaluation:testing designs to see if they tell the story well
Storytelling is already part of UX…We just don’t call them stories
User researchField studies
Site visits Card sortingAnalysis
Cluster sortingContent analysis
DesignScenarios
WireframesPrototype walk-
through
Usability Testing
Evaluation
Log Analysis
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Personas come in groups
Organized around a clear set of distinctions between behavior A spectrum of different relationships with the organization Stages in behavior or relationships
Do the personas represent a person, an activity, or a relationship One persona can grow over time Or each persona can represent a slice of time, a single role Personas can cover multiple secondary roles, with one primary role
P2
P1
P6
P5
P3
P4
P7P8P9
P10
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P12 1
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In each cluster, one participant will often be the inspiration for the persona
A clear set of distinctions Look for variables that identify distinct
differences between participants Test pairs of variables by plotting
participants against them on a matrix Look for clusters of participants Try again until patterns start to emerge
Clusters of participants represent possible personas How are these people alike? How are they different from the others? Do they have a defining characteristic?
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A spectrum of roles and relationships
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Open University Personas
Student personas cover a complete student journey
When we first meet them Enquiry process First module Progression through their
university career Further on in life
And, we can write stories for them for any project
Personas can grow over time
Specific Questions- disease updates- diagnostic info
EXPERTS
General Information- warnings/risks- what is it
INFOSEEKERS
Assistance and Tools- recipes and diet- checklists- resources
SELF-HELPERS& CAREGIVERS
gain more knowledge
info in the tools leads to specific questions
learn what they need
“I don’t like to go backwards to go forwards”
Goals:Looking for new information
Typical Questions:What is <condition>?Am I at risk?
Top Usability Need:Engaging - I can tell I’m in the right place by the amount and level of information
RisksCurious - needs to be drawn in. Little sense of site loyalty
“I want to know how to help my husband”
Goals:Looking for helpful information
Typical Questions:What do I need to know about it? What are the next steps I should take?
Top Usability Needs:Effective - I need resources, and the right information
RisksNeeds information she can act on
Goals:Information I can useAnswers to specific questions
Typical Questions:Tell me something newI want the latest!I need <this> information.
Top Usability Needs:Efficient: Give me a search box and I’ll tell you exactly what I want
RisksAlready knows the basics
“I don’t stay on a site long if nothing jumps out at me”
MelissaInfoSeeker
LauraCaregiver
ElizabethExpert
Let's create some personas....
Start by brainstorming some stories
Quickly brainstorm as many stories as you can about how someone using public transit might need, use, or miss information.
This is rapid sketching with wordsWho is the story aboutWhere are they going / What are they doingWhat might happen:
what information do they need / why do they need it
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HenryCommuter
JimTravels only on vacation
GailTravels into cityWhen needed
P1
P6
P4
#14
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Daily use of public transport
Occasional use of public transport
Travels to familiar places
Travels to unknown places
P2
P3
P4P71
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P8P9
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#14 1
5Travel to specific places like sports events
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2215
Temp workers at different locations
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xx xx
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P5
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P5AnneCommuter plus most local travel
Mrs. HendersonLocal travel2-3x week
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One model for public transit riders
Occasional use
Daily use
Know area well
Unfamiliar with area
Commuters
People who live near the city
Tourists / visitors
Travel for special occasions
People without cars
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And now, let's sketch out the personas
Start from…Your stories
And..Decide on the basics: Name, age, gender, job, familyWhere they live and workHow they get around: do they own a car, use public transit…
How will you tell the story?
Mary and Leonard Trujillo – The Mudhead Gallery
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What makes a good story?
Stories have Time and place Characters Events
But they also have Emotions Imagery Interaction Motivation metaphor, movement, weather, atmosphere,
happiness, pride, frustration, boredom, joy, smell, anger, pleasure, history, context, time, goals....
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Scenarios + emotions turn into stories
As a [role] I can [do something] so that [benefit]
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+Imagery + Emotion + Context + Motivation
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Stories turn profiles into personas
Aged 30-4545% married with children65% college educatedUse the web 3-5 times a week
Elizabeth, 32 years old
Married to Joe, has a 5-year old son, Justin
Attended State College, and manages her class alumni site
Uses Google as her home page, and reads CNN online
Used the web to find the name of a local official
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Whose style do you tell the story in
If you are telling a story from research, you start with the way you heard the story. Then, do you:
Use language, terminology, and grammar they way you heard itor Clean up and translate into the language of your team
Are you trying to communicate Research authority and a neutral picture - a “realist tale” Your experience of the story – a “confessional tale” The perspectives of the persona – an “impressionist tale”
John van Mannen – Tales from the Field
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Choose your voiceThird Person Second Person First PersonStory is told about someone, looking at them from the outside
Story is a conversation between the storyteller and another person
Story is told from the point of view of the main character
For example:A UX person telling stories about how several different people responded to a prototype.
Persona stories, especially if there is more than one
For example: Feedback to a participant or other stakeholder,
“Interviewing a persona”
Talking directly to users of a product
For example: A UX person telling the story of their own reactions.
Retelling a story from the point of view of the original experience.
Maintains a distance between “us” and “them”
Creates a direct connection and invites the other person to respond.
Invites the audience to look at the story through the eyes of the character
3rd person allows you to explain and interpret
Whose words and thoughts are these? Are these things that Mary would say or
are they our interpretation of all the data and stories that went into the Mary persona?
How can we show when we are using her own words?
Mary works as a nurse in a hectic women’s health center for a low-income neighborhood. …Her questions about cancer mostly come from her patients, or from wanting to be sure that she catches any early signs.…She has learned conversational Spanish, so she can talk to her patients for whom this is a first language. …When she looks things up on the Web, she tends to go back to familiar sites
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2nd person creates conversation
How can you show the conversation? Interviews maintain a separation Conversations can also happen
between two personas
Persona by Caroline Jarrett for the Open University
1st person invites identity
You represent the persona and tell the story from their point of view.
Lets you “get into the head” of the story (an “impressionist tale”)
OR
First person can tell your story of your experience with the person (a “confessional tale”)
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Write a story ..
Add a story for your persona
Focus on imagery, emotion, contextIt can be a story about a detail or small event
Help us understand their personality or emotional context
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Comic books
Narrative visual storytelling can tell a story efficiently
US Army maintenance newsletter in comic book form
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Weave stories into your reports
Identify personas, not just participants
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Cartoons
Show relevant details
Reveal thoughts
Show interactions
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Create an identity
Their identity Timeline Snapshot
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Social media storytelling
Six word (or 140 character) stories can show a Timelines Attitudes Events Interactions
Make a video
The NCI Cancer Bulletin: http://www.cancer.gov/ncicancerbulletin/101910/page6
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Visual Collage
Color Style Preferences Selections Cultural
markers
http://3libraschild.deviantart.com/
Introducing personas
Julia’s Journal – JuliaAshtonSayers.blogspot.com
Personas are a way to communicate
Within a project team Team exercise in creating the personas Stimulus for design discussions For evaluation
Between departments As a basis for comparing and evaluating
projects that touch customers and users
To the whole company A vision of the audience and how the
product will be used
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Get everyone involved in creating the personas The process of creating personas is as important as the final results
Better buy-in for something you have worked on More perspectives included in the personas The process itself is important in understanding others
Use interactive exercises to introduce personas Gives everyone a chance to work with them Validates their perspectives
Ideas Have the group sketch “assumption personas” and then match them to the
created personas. Have small groups write stories for the personas as a way to explore them.
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Introducing personas at National Cancer Institute
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Introducing personas at National Cancer Institute
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Don’t be too protective
Acknowledge that they are a work in progress. Ask for more input Be open to the possibility of further improvement
Accept that there will always be people who will question There’s always corporate politics, “not invented here” syndromes There’s always some skepticism about a new technique
Know that the personas will be stronger if you can incorporate insights from others in some way. If you did your work well, you may find that the “revised” personas aren’t too
different from the original versions
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Make the personas hard to miss
You have to use them if you want everyone else to do so.
Make them part of everyday life Make them visible as posters, display boards, or on the intranet Use them in presentations, meetings, and reports Identify usability participants by the persona they are most like Interview them in internal newsletters
Use them (a lot) In project reviews To solicit input in “hallway reviews”
Share personas through posters
Make a large version of the personas and post them near meeting rooms or team desks
Use collage materials, and other descriptions, plus: Display photos or plans of typical
work spaces Post quotations that exemplify the
persona’s attitudes Surround them with artifacts Include task lists that connect the
persona to functionality in the product
Follow the UX Leader
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Immersive environments encourage stories
http://www.core77.com/blog/business/core77_toyota_calty_studio_visit_round_2_how_theyre_winning_11167.asp
Ad agencies create rooms that represent the target market for a brand.
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Interviewing the personas
Used to Explore the personas in general Imagine reactions to new ideas
For general information or about a task or feature What questions does the team want to ask the persona? What stories does the persona have to tell? How do the personas talk about the topic in their own words
Tips Be careful to stay true to the research behind the personas Don’t guess – acknowledge gaps in your knowledge
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What questions do we want to ask the personas?
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Let’s try interviewing a persona
Pair up: one of you is the interviewer, one is the personas
Interviewers: ask open-ended questions without judgmentPersona: Try to stay in character, and talk in first person
What did we learn
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Keep personas fresh You might add characteristics related to new technologies
Update the types of technology the personas use or are comfortable with Add use (or avoidance) of social media or other types of applications
You can refactor characteristics Are the ages, geographical locations, jobs, roles and other behavior up to
date? Adjust to changes in learning tools in classrooms or other market research
You can add stories or update references to current events Adjust historical references to keep the age of the personas correct Add stories or scenarios from projects
Decide if this is an update, or a whole new persona!
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Changing the mix of personas
You might add or remove personas from the set The OU added courses to appeal to a new type of student, and decided to
downgrade leisure learners in importance NCI decided to look more closely at researchers, and created a small set of
personas to expand the initial, more general one
Over time, some personas may grow together Persona sets often start too large, as they accommodate internal views.
Watch for opportunities to show how behaviors may cross what seem like very different roles.
Finding the right number of personas is an art, not a science
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Keep personas from “going feral”
If the personas start to sound too “good” they may be Do they love everything that the company wants them to love, or behave in
ways that are too obvious? Are they too bland, without any distinguishing characteristics
Challenge this tendency early Ask “Are you sure?” Look for confirmation from other sources It might be a chance to do some research.
Look through their eyesSwindon Advertiser
First click analysis (vote with your fingertips)
For any page (especially home pages and landing pages) What part of this page appeals to each persona Where is the most likely “first click” for each persona How easy is it to find? If this page is not for them, is there an “escape route”?
Why Check for balance of needs among personas Ensure no persona is left out of design considerations
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Document the results
Let personas rate proposed features
Let the personas weigh in to rate ideas for new features or functionality.
Can be part of a formal prioritization exercise. Can focus on relative value of features for different personas
Ask: Would each persona use it (or not)? Would each persona value it (how much and why)? What is the value to the business Would it be a differentiator? What is the “cost” of building it What is the cost of maintaining it
SBI Razorfish, presentation at UPA NYC many years ago76
Compare value for personas and difficulty for business
IGNOREthese
Work on these LATER
MAYBE include these
Work on theseNOW
LOWTechnical Difficulty
HIGHTechnical Difficulty
LOWBenefit to personas
HIGHBenefit to personas
The Personas Lifecycle – Tamara Adlin and John Pruitt77
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Persona-led Reviews
Look at a site or feature through the eyes of a persona Use the persona's perspective instead of your expert opinion Think about task and context, rather than design guidelines
Why Be sure you are thinking about user experience
Step 1: Don’t look at it (yet)
Sounds contradictory?
You have only one chance to look at somethingfor the first time and to think about it like a new user.
If you look at it before you try to use it, you’ll see it differently.
If you are reviewing your own material, set it aside for a fewhours before you do the persona / story walk-through.
Step 2: Write a story
Choose a personaIt lets you think about the experience from their point of view(or assign one person to everyone in the group) If you don’t have personas, write a quick description of one person using the
product.
Write the story Why are they using this product? How do they feel about it? What are their goals? What do they expect to happen?
Think about confident you are that you really know the persona.
Step 3: Try to use it - as one of the personas
"Channel" your persona. Start where your persona would in the story.
When / how would your persona get the document?(Open the envelope.)
Where would your persona start in the web story?(Know the URL? Go to Google?)
Go through the content (document, web site, web topic, web page) as if you were the persona carrying out the persona's story.
Take notes of what works well and what does not.
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http://www.raleighnc.gov/transit/
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Step 4: Compare notes
How similar or different were the experiences?
Look for relationship problems Are the personas and business goals in alignment or conflict?
Look for conversation problems Did the persona understand what the site does, and how to interact with it.
Look for appearance problems Did the personas have a positive reaction to the visual design?
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Personas-led heuristic review
Ginny Redish and Dana Chisnell did a large review of 50 websites for AARP using previously developed personas and guidelines.
http://redish.net/articles-slides/articles-slides-older-adults
“The persona’s observations were much like the think aloud commentary during an exploratory (diagnostic) usablity test.”
Designing with personasTomorrow and Tomorrow
Use personas to frame design ideasOur products have different names in different countries, so it can be hard to manage international customer service.
Let’s think about how we could make it better. What if it went something like this...
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Stories can kick off design brainstorming
Points of pain stories – show a problem
Stories based on analytics – show behavior
Springboard or brainstorming stories – set up a situation
Mary was filling in on payroll while Kathy, the office manager, was away. On Thursday, Kathy left her a message to remind her about some special bonus checks for that week.
Mary had not used the payroll program for a while, and only remembered that special checks could be difficult. Reading the post-it notes on the wall next to the computer, she scanned for instructions, and was relieved to find one for bonuses.
She tried to follow the brief notes. She found the right screen .. Or thought she had. But none of the instructions seemed to line up. Was she going to have to call Kathy on her vacation?
Show a point of pain
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Stories are not a detailed task analysis
Focus on the story Establish the scene with imagery What’s the time-frame? What’s the emotional context
Think about the persona’s perspective How do they see the events or interaction? What words do they use? Style of language? What are the boundaries of the story from their point of view? (Hint: it
might not be your product!)
Don’t use the story to describe all of the details in the user interface.
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Use (relevant) details to compare and contrast Include details outside of their interaction with your product, but
connect them to behavior that is relevant. Example: How central to their lives is this activity?
Think about counter-intuitive details Example: The youngest persona may not be the most technology savvy or
have the most advanced mobile technology.
Show interactions with other products, organizations, or activities Example: Using recipe sites shows how nurses will use complex search
when they understand the context.
Add a little human interest Example: What kind of pets do all the personas have? What sport do they
play? What books are they reading?
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Brainstorming with stories
Challenge yourself (or a group) to come up with lots of quick examples of problems Tie each one to a persona, so it’s specific and concrete, rather than abstract
Go for quantity – don’t spend a lot of time on each one. Identify the problem Write a story in a sentence or two to illustrate the problem
Then go through the list and brainstorm a new story What one thing can you change to solve the problem?
Personas keep design work grounded Bring personas to design
sessions Use the personas to work
through design problems Role play to explore
differences in how the personas react to different designs
Consider not just what they would do, but their preferences
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Role play (or Informance)
Used to Explore how a persona interacts with a product or each other Extend a persona-led review into a broader focus
For exploring a feature or interaction Use the same basic process as a persona-led review, but personas have
more scope to explore and tell stories. One person can act as the moderator, asking questions and encouraging
interaction between the personas
Tips Be careful to stay true to the research behind the personas Don’t guess – acknowledge gaps in your knowledge
Structure the story to help make your point clear
Some stories are a simple narrative Prescriptive structure
Framing structures create contrast Me - Them - Me Here - There - Here Now - Then - Now
Stories can explain a situation or set a context Layered Contextual interlude Journeys show obstacles overcome A hero’s journey
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Story structures: the frame
Framing structures create contrast Me - Them - Me Here - There - Here Now - Then - Now
The opening frameSets the stage Current situation
The comparisonAnother frame of:TimePerspectivePlace
Complete the frameResolves the contrast
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Frame exampleOpening Frame When Melissa needed a new window shade, she had a
mental picture of what she wanted. It had to roll up and down, and needed to be 50 inches wide. So she searched online…. One of the sites had customer reviews, so she could see what others were saying about the models she was considering.
Contrast Frame When Melissa’s mother needed a new window shade, she too had a mental picture of what she wanted. She thought about all the Manhattan stores she knew well ... Then she picked up the phone and called a few of her friends and asked them for suggestions. Her friends helped her narrow down the list of stores she would visit to find just the right shade.
Resolution Melissa found the shade that was the best match to her mental picture and budget. And in the process, Melissa never had to leave the comfort of her own home. Which is good because living in her particular neck of Northern Vermont means that Melissa’s a little removed from malls.
Storytelling, page 225
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Story structures: the journey
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Journey example
Think of any story that involves technical support!
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Create a story of a future, better, trip that your persona takes
Your choice of mediumWordsComicsCartoonsSocial mediaCollage
Find them in the wildCoral reef in Ras Muhamad Nature Park
Match participants to personas
They started life as a way to analyse data from the real world. Now make sure that you can match the personas up with the people you meet in user research and usability testing.
Use the personas to identify research participants Find new stories to keep making the personas even richer
Recruit usability participants to persona demographics
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Job/role
Education
Age
Goals
Web/technology use
Matching participant screening questions to persona demographics
Question Match to personas?
What this indicates in the personas
What is your job title? Yes Seniority and type of job
What industry do you work in? No – recruit a mix
How many years have you been a member?
Yes Relationship to organization
How many professional conferences did you attend in the past year?
Yes
Indicators of depth and breadth of relationship and activity in professional development groups
Are you a member of any SIGs or societies?
Yes
Are you active in your professional organization
Yes
What country do you work in No – recruit a mix
What is your age? Yes Stage of career
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Persona stories become evaluation tasks
They give you a broad range of scenarios and perspectives to draw on.
They make test tasks more realistic, because they trace back to user research.
Write them like brainstorming stories, setting up the situation, and then asking the participant to “finish the story”
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Participants can set their own tasks
Use the persona stories to write the beginning of a scenario and use it to launch tasks, following the participant’s own interests Start with a brief interview to get to know them
(and try to identify the persona they best match) Ask them to identify a situation similar to the one you want to test
(be ready with a scenario if they don’t come up with one) Use their story as the first task. Let them work in their own way. Then, use your pre-written tasks, adjusting them to their situation
You have to Know the site or material well, so you can think on your feet Be aware of issues that differences in content can make Decide in advance how you will analyze for “success”
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Example from the OU
Opening Interview Ask participant about their interest in university study, subjects, goals. How far along in their search are they?Ask them what questions they want to know [know |or| about any university they consider.
Self-directed Task Choose one of their questions, and ask them to find the answer about the OU. [ Start from blank screen |or| OU home page.
Our Tasks Use the following tasks, but adjust how it is stated, to include their interests:
• What programs does the OU offer in [subject]?
• For someone [in their situation], what is the best choice for their first course?
• What qualification might they work towards?• How long will it take to earn that qualification?
Carol
Jacob
Lea Emily
Steven
Maria Trevor
Vishnu
Bring the outside inside
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Create the stories you want other people to tell
What connections do you want to make?
Storytelling for User Experiencewith Kevin BrooksGlobal UXwith Daniel SzucA Web for Everyonewith Sarah Horton
http://rosenfeldmedia.com/books/a-web-for-everyone/
Whitney [email protected]@whitneyq
Center for Civic [email protected]@ChadButterfly
Carol
Jacob
Lea Emily
Steven
Maria Trevor
Vishnu
Accessible UX Personas
Personas can have a surprise ending
Maria• Community health
worker• Married with grown
children• Smartphone is her
primary computer
Emily• Graduated from high
school and working on a college degree
• Lives in a loft with a group of friends
• Works part-time at a local community center
Maria
Maria"I love this. It's all here...when I can find it."
Ability: Prefers Spanish language sites. Needs instructions written clearly
Aptitude: Adventurous, but not very proficient
Attitude: Thinks it’s wonderful to have her favorite websites with her at all times
Assistive Technology: Skype, online translation sites
The data picture: 17.8 million people in the US speak English
"less than well" Latino adults are more likely to use moile
devices and search.
• 49 years old• Community college +
healthcare certificate• Married, grown
children• Spanish – English
bilingual• Community health
worker• Smartphone from her
phone service, home computer primarily her husband’s, for his work
Jacob
"The right technology lets me do anything."
Ability: Blind since birth Aptitude: Skilled technology user Attitude: Digital native, early adopter, Assistive Technology: Screen reader,
audio note-taker, Braille display The data picture:
People with visual disabilities make up 2.6% of the population.
In the US about 1.8 million people can't easily see printed words
Only about 10% of peple who are blind read Braille
• 32 years old• College graduate, legal
training courses• Shares an apartment
with a friend• Paralegal, reviews
cases and writes case summaries
• Laptop, braille display, iPhone
Nam
e, role/tagline
Dem
ographicsB
ackground story
Goals
Em
otions
Usability needs
Scenarios
Info needs
PersonaGoal and Scenario
First reaction Interaction/path Outcome
Persona-Led Review Worksheet
Whoare they?
Whereare they going?
Whatmight happen?
Whoare they?
Whereare they going?
Whatmight happen?
Whoare they?
Whereare they going?
Whatmight happen?
Whoare they?
Whereare they going?
Whatmight happen?