irene rae - university of wisconsin–madisonpages.cs.wisc.edu/~irene/l13-scenarios.pdf · personas...
TRANSCRIPT
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Scenario-based DesignIrene Rae
Computer Sciences
CS-570 Introduction to Human-computer Interaction
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Why Use Scenarios?
Descriptions of people using technology are essential for discussing and analyzing how the technology is (or could be) used to reshape their activities.
Scenarios can be created before a system is built.
Scenarios are rapid-rapid-prototypes of the whole experience.
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Common Uses of SBD
Interface design
Software engineering
Also called “Requirements Elicitation”
Marketing and advertising
Architecture
Increasingly in many other areas
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Scenarios & The Design Process
Problem Scenarios
Design Scenarios
Usability Specifications
Activity Scenarios
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Personas + Scenarios
Scenario-Based Design
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Personas
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What is a Persona?
An archetypal character meant to represent a group of users who share common goals, attitudes, and behaviors when interacting with a particular product or service.
DemographicsEducationIncomeTechnological experienceJob descriptionGoalsNeeds
DesiresTypical workdayCurrent solutions and frustrationsCommon activitiesLikes and dislikesHobbies and interests
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Answers the question:
“Who are our users?”
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Goals, Attitudes, and Behaviors
Personas should be driven by a goal or a cluster of goals.
Explicitly stated goals:
What is a good or bad day?
What are the most important things you do?
If it were magic, what would it help you to do?
Inferred goals:
How are people behaving currently?
What are they trying to accomplish?Cooper et al., 2007
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Persona Goals
Each persona should capture user goals at varying levels:
Life goals – personal aspirations
E.g., “Would like to retire before the age of 50”
Experience goals – how the user wants to feel while using the product
E.g., “Would like to feel organized and know what to do next”
End goals* – tangible outcomes of using the product
E.g., “I want to see e-mail and Facebook messages in one display”
* Most helpful to designers
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Creating Personas
Step 1. Collect data about users
Step 2. Segment the users
Step 3. Develop archetypal characters
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Step 1. Collect Data
Personas should come from real data from users
Data should be collected to answer the question: “Who are our users?”
Should help us identify range of behavioral patterns, environmental factors, constraints
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Step 1. Collect Data
Data can be of any type:
Qualitative data from ethnographies, observations, and interviews with real users-- Cooper et al. 2007
Quantitative data from large scale surveys, pre-existing studies, marketing & customer support reports-- Mulder & Yaar, 2007
Logical categorizations based on the target audience, expert users, opportunity users
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Step 2: Segment Users
Analyze data to identify emerging categories of users
Focus particularly on groupings based on user goals or motivations for technology
Multiple methods are available:
Exploratory statistics
Qualitative data analysis (e.g., affinity diagramming)
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Why Buy a Mobile Device?
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Step 3: Create CharactersRepresent each segment with an archetypal character
1. Find an archetypal image (picture/abstract character)
2. Give the persona a name (first name starting with the first letter of the segment)
3. Describe user goals related to the product (presented as a quote)
4. Describe user end goals
5. Create a bio and describe personal information that affects usage
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Warnings!
Personas are not stereotypes!
Stereotypes may be formed by prejudices, cultural, and historical factors
Personas are not the same as roles!
Roles, e.g., parent, doctor, programmer; form very broad categories
People with the same roles may have very different goals and needs
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Persona Examples*
* Todd Zaki Warfel
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Questions?
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Scenarios
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What are Scenarios?
A story that describes an activity that a user or group of users may perform.
“A narrative description of what people do and experience as they try to make use of computer systems and applications.” – Carroll
Answers the question:
“What is the product experience?”
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Scenario Characteristics
Described from the user’s point of view and captures aspects of the user’s goals and needs.
Concrete descriptions of a user interacting with a system in a work-driven manner, focusing on a particular path that the user takes.
Does not include implementation details, but may include details of the workplace environment, socio-cultural situation, and constraints.
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Personas in Scenarios
Personas are the actors in each scenario and provide the motivation, constraints, knowledge, and other details about the users performing the actions in the scenarios.
Scenarios describe a persona’s goal-driven behavior when interacting with the system.
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What Do We Do With Them?
Use to communicate ideas to other designers
Describe design specifications to clients
Evaluate ideas with users
Other creative uses
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Kinds of Scenarios
Problem (or “as is”) scenarios
Activity scenarios
Design scenarios
Visionary scenarios
Evaluation scenarios
Training scenarios
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Problem Scenarios
Tell stories of current practice.
Carefully developed to reveal aspects of the stakeholders and their activities that have implications for design.
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Activity Scenarios
Introduce concrete ideas about new functionality, new ways of thinking about users’ needs and how to meet them.
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Design Scenarios
Specify representations of a task’s objects and actions that will help users perceive, interpret, and make sense of what is happening
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Visionary Scenarios
Describes a future system
Often used in greenfield or interface engineering projects
Visionary scenarios are often not done by the user or developer alone
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Evaluation Scenarios
Description of a user task against which the system is to be evaluated
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Training scenario
A description of the step by step instructions that guide a novice user through a system
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Example 1
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TopHat Question
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Example 2
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TopHat Question
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Questions?
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Steps to Creating Scenarios
Start with your persona, generate scenario ideas based on tasks the user would do.
Example tasks types:
Orienting phase
Searching behavior
Opportunistic behavior
Problem solving/error recovery
Customization and personalization
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Scenario Tips
Reflect and act at the same time.
Don’t get locked into a premature design.
Don’t get carried away by gizmos/stuck in a rut.
Think about the unintended consequences of your design.
Accept that you’re often working without science.
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Reflection
Reflect and act at the same time
Design reflection (reviews/evaluations) often occur after the design action (or in iterative feedback cycles)
Scenarios should:Implicitly evoke reflection by raising questions and evoke planning and redesign action.
Be coordinated with each other and be used during the design action stage, not just prior or after action.
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Commitment
Committing to a design early reduces uncertainty in a constantly changing world but strangles innovation.
Scenarios should:Be deliberately sketchy so they’re flexible and allow further innovation.
Allow designers to think concretely and get directive feedback.
Have vivid names.
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Consequences
Think about unintended consequences
With scenarios:
Use multiple perspectives on the same scenario to consider consequences to other users/parts of the system.
Make causal relationships between scenarios explicit.
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Questions?
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Scenario Presentation
Formats
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Scenario Presentation
Scenarios
Written accounts & narratives of the user’s experience
Analogy: Books
Storyboards
Visual storytelling with rough sketches/cartoons
Analogy: Comics, picture books
Video Scenarios/Storyboards
Richer visual storytelling
Analogy: Movies/TV
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Written ScenariosAllows the user to imagine themselves in a given situation
Similar to books, imagination plays some role
This is good and bad
Good for engagement
Bad for specifics
Use personas as characters to help with empathy
They should be fully developed
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Narrative Scenarios
“John wants to take notes while in class. Even though the slides will be posted online later, he wants to make sure that he captures the most important points. Before the professor starts the lecture, he starts the note-taking application on his phone. The application automatically notes the current date, time, and class. During the class, he can press one of two buttons to start recording audio or to take a picture. After recording, the application allows him to tag the recording with keywords. Later, when he is home, he can review his notes, synchronized with the powerpoint slides downloaded from the course website. He can search by keyword, follow the lecture linearly, or fast-forward in time.”
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Video Scenarios
Similar to written ones, but acted out and filmed
Advantages
Can be more engaging
Specifics/prototypes are shown more easily
Disadvantages
Requires actors
Much more difficult to create
May be harder for people to relate to
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Video
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Storyboarding
Very similar in nature to comic art and cartoons
Used in movies, multimedia design, product and software development
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How Are Storyboards Done?
Determine the story
A very iterative process through a lot of initial drafts
Includes a lot of brainstorming
Start with a scenario and break into logical segments
Sketch with pen and paper
Generate more polished art for presentation
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Storyboarding
ChallengesDetermining what to draw is hard
Drawing is difficult!
How is it presented? (time, length, attention)
UsefulnessIf done right, can help gain quick invaluable user feedback on early ideas
Quicker/easier than building the whole application or a prototype
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Elements of a Storyboard
Five visual elements
1. Level of detail
2. Inclusion of text
3. Inclusion of people & emotions
4. Number of frames
5. Portrayal of time
* Truong et al. 2006
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Guideline 1: Detail
Too much detail can lose universality
![Page 57: Irene Rae - University of Wisconsin–Madisonpages.cs.wisc.edu/~irene/l13-scenarios.pdf · Personas in Scenarios Personas are the actors in each scenario and provide the motivation,](https://reader036.vdocuments.mx/reader036/viewer/2022062917/5ed22e2f037f9f3087622f80/html5/thumbnails/57.jpg)
Guideline 1: Detail
![Page 58: Irene Rae - University of Wisconsin–Madisonpages.cs.wisc.edu/~irene/l13-scenarios.pdf · Personas in Scenarios Personas are the actors in each scenario and provide the motivation,](https://reader036.vdocuments.mx/reader036/viewer/2022062917/5ed22e2f037f9f3087622f80/html5/thumbnails/58.jpg)
Guideline 2: Text Use
Often necessary, but keep it short:
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Guideline 3: People & Emotions
Include people experiencing the design and their reactions to it (either good or bad)
Remember — the point of storyboards is to convey the experience of using the system.
![Page 60: Irene Rae - University of Wisconsin–Madisonpages.cs.wisc.edu/~irene/l13-scenarios.pdf · Personas in Scenarios Personas are the actors in each scenario and provide the motivation,](https://reader036.vdocuments.mx/reader036/viewer/2022062917/5ed22e2f037f9f3087622f80/html5/thumbnails/60.jpg)
Guideline 4: Number of Frames
4-6 frames/panes is ideal
More is not always better.
May lose focus of story
May lose reader’s attention
What this means:
Less work on the designer
Must be able to succinctly tell story
![Page 61: Irene Rae - University of Wisconsin–Madisonpages.cs.wisc.edu/~irene/l13-scenarios.pdf · Personas in Scenarios Personas are the actors in each scenario and provide the motivation,](https://reader036.vdocuments.mx/reader036/viewer/2022062917/5ed22e2f037f9f3087622f80/html5/thumbnails/61.jpg)
Guideline 4: Number of Frames
![Page 62: Irene Rae - University of Wisconsin–Madisonpages.cs.wisc.edu/~irene/l13-scenarios.pdf · Personas in Scenarios Personas are the actors in each scenario and provide the motivation,](https://reader036.vdocuments.mx/reader036/viewer/2022062917/5ed22e2f037f9f3087622f80/html5/thumbnails/62.jpg)
Guideline 5: Time
Only use it if necessary to understand the story:
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Photo Storyboards
Drawing is hard — it doesn’t have to be drawn!
![Page 64: Irene Rae - University of Wisconsin–Madisonpages.cs.wisc.edu/~irene/l13-scenarios.pdf · Personas in Scenarios Personas are the actors in each scenario and provide the motivation,](https://reader036.vdocuments.mx/reader036/viewer/2022062917/5ed22e2f037f9f3087622f80/html5/thumbnails/64.jpg)
Photo Storyboards
Use Photoshop “cut outs” or other tools to show screens
![Page 65: Irene Rae - University of Wisconsin–Madisonpages.cs.wisc.edu/~irene/l13-scenarios.pdf · Personas in Scenarios Personas are the actors in each scenario and provide the motivation,](https://reader036.vdocuments.mx/reader036/viewer/2022062917/5ed22e2f037f9f3087622f80/html5/thumbnails/65.jpg)
Photo Storyboards
Grab images from other sources:
![Page 66: Irene Rae - University of Wisconsin–Madisonpages.cs.wisc.edu/~irene/l13-scenarios.pdf · Personas in Scenarios Personas are the actors in each scenario and provide the motivation,](https://reader036.vdocuments.mx/reader036/viewer/2022062917/5ed22e2f037f9f3087622f80/html5/thumbnails/66.jpg)
Questions?
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Thursday
Hands-on Activity to create storyboards
Can use as a work session to get immediate feedback on scenarios for Assignment 2