mobile ux london 2016 conference workshop - sabrina duda - persona workshop
TRANSCRIPT
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User Experience Research since 1998
Sabrina Duda
Qualified Psychologist:
Engineering Psychology/
Cognitive Ergonomics & Computer Science
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1999 eye square GmbH 2005-2014 World Usability Day
2015 ThoughtWorks Ltd 2016 Shop Direct Group 2016 Ministry of Justice
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"My first usability test in 1998."
Master Thesis (Diplomarbeit) about Edutainment in 1998
Duda, S. (1998). Design and Empirical Testing of a Checklist for the Evaluation of Multimedia Software for Children. In: Sutcliffe, A., Ziegler, J. & Johnson, P. (Eds.), Designing Effective and Usable Multimedia Systems. Boston u.a.: Kluwer Academic Publishers.
"And my first persona workshop I attended in approx. the year 2000 at a UPA conference in USA with Alan Cooper."
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o Introduction 10 Min.
o Your Amazon Experience: Needs & Goals 10 Min.
o Grouping & Naming of Needs & Goals 5 Min.
o Persona Creation in Groups 30 Min.
o Persona Presentation 30 Min.
o Your name
o Your job
o Why you attend the workshop
o A fun fact about you!
0,5 minute each: Presenting
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Total time: 10 Min.
“I am…”
“I do…”
“Fun fact about me…”
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MZ RT 125/3 1959
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o Which motives do users have?
o Which needs are fulfilled?
“I want…”
“I need…”
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Abraham Maslow 1943
Self- Fulfilment
Appreciation
Love/ Belonging
Protection & Safety
Physiological Needs (breathing, water, food, sleep, integrity)
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THE THREE BASIC MOTIVATIONS
LIMBIC, THE HUMAN BEHAVIOUR PROGRAM, BY GRUPPE NYMPHENBURG.
STIMULANCE DOMINANCE
BALANCE
Sexuality Food
Sleep / Breath
Inspiration
I want to see what's new on site since last time.
Need a new outfit but need inspiration, what looks good.
I want to see what is best selling/popular at the moment.
I want to know the latest fashion trends.
I want to be inspired by aspirational fashion imagery so I know what jackets and dresses to buy together.
I want to be recommended products based on my buying history so I can find other items to buy in future.
I need inspiration (e.g. looking at pictures of nice homeware) and ideas.
I want inspiration (or suggestions) for gifts.
I want to be inspired but not overwhelmed by choice.
I want some ideas for mother's day.
Online shopping because I need inspiration on sofa options.
I need a present for my god daughter. What?
I need to get all the children presents but am stretched for £££
I need a new dress for a night out away from the kids.
INSPIRATION
IDEAS FOR GIFTS
WHAT’S NEW, WHAT’S LATEST, WHAT’S POPULAR
EXAMPLE GROUPING OF USER WANTS & NEEDS
What is your experience with shopping on Amazon?
o How did you feel? What did you like? What not?
o Which goals and motives did you have?
o Which needs were fulfilled?
o Think about immediate goals and about psychological needs, too.
o Did you ever use your mobile for it?
Write everything on sticky notes and put them on the wall!
10 Min. 13
Total time: 10 Min.
“I want…”
“I need…”
o Can we find groups for the sticky notes?
o Which headings / names are suitable for the groups?
Goals and needs are grouped under a name.
Discussion.
10 Min.
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Total time: 10 Min.
Groups
Names
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“I am your customer!”
o An archetype of a group of users.
o Created by conducting user research and summarising trends into one
or more archetypes.
o Does NOT represent a single person.
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Alan Cooper 17
"If you design for everyone, you delight no one. That is the recipe for a mediocre product."
o Developed by Alan Cooper in the early ’80s to empathize with users of
the software he was designing.
o Helping his clients see the world from users' perspective.
o Personas communicate user-centered knowledge to those who did not
do the research themselves.
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Adrian Howard
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o Communication tool.
o Summarizing what you know about your user.
o Help to highlight pain points and opportunities to tailor your product to
your user.
o Keep your product focused on your key users rather than building for
the whole world.
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o Bio / Demographics
o Behaviours
o Pain Points
o Goals / Needs
o Stories & Scenarios
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●
●
●
PAIN POINTS USER NEEDS
As a user I need to […]
in order to […].
JOURNEY
NAME, AGE
● ● ●
IT SKILLS
●
●
●
“QUOTE” BACKGROUND
STAGE
JOURNEY MAPPING GOAL
DO
THINK
FEEL
EMOTIONS
NAME
o As a user I need to […] in order to […].
o As a <type of user>, I want <some goal> so that <some reason>.
o As a… [who is the user?] I need/want/expect to… [what does the user
want to do?] so that… [why does the user want to do this?]
Example:
The register to vote service’s user story is:
"As a UK resident, I want to get my details on the electoral register so that
I can vote."
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Details to make your persona come to life:
o Name
o Age
o Family status
o Job
o Education
o Digital competence
o Preferred devices
o Interests
o Personality
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o Context
o Behaviors
o Attitudes
o Needs
o Challenges /pain points
o Goals / motivations
We have grouped our needs & goals. We will split now into teams, to develop a
persona for each group of user needs & goals.
(Should be approx. 5 personas and 5 teams, with 3 to 6 participants.)
Create a persona!
Filled in persona template!
30 Min.
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Total time: 30 Min.
Each team is presenting the created persona! You can choose a presenter
for your team.
Present your persona!
Approx. 5 min. each team: Presenting
5 minutes: Discussing
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Total time: 30 Min.
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o How was it?
o Was it what you have expected?
o What would you add or change?
o Any suggestions for future workshops?
www.smiling.club
[email protected] sabrina.duda
www.linkedin.com/in/sabrinaduda @SabrinaDuda
0755 484 38 71
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And don't forget to take pictures of your persona!
Your creation, your piece of art!
Enjoy Christmas time and online shopping!