11 th Meeting

1. 11th Meeting Understanding Users via Personas

2. What’s wrong with this? Human-Computer Interaction A

3. Personas: The Archetypes of Our Users In marketing and human-centered design, personas are fictional characters to represent the different user types Human-Computer Interaction A

4. We are not our users. We need to design for them and not for ourselves. Premise Human-Computer Interaction A

5. Answer By better understanding our users. But who are our users really? QuestionHow can we build better application? Human-Computer Interaction A

6. Our Users Attitudes Mental Models Goals Pain Points Motivations Environment Relationships Processes Human-Computer Interaction A

7. We have lots of users! How can we possibly design for everyone of them? Human-Computer Interaction A

8. If you design for everyone, you make no one happy. You may design for specific types of users. Human-Computer Interaction A

9. Human-Computer Interaction A

10. Persona Persona are the archetypes (models) that represent groups of real users who have similar attributes. A persona encapsulates and explains the most critical data about users in a away that team members can understand, remember, and relate to. Each persona serves as a single surrogate for many actual users, which produces a clear target to aim for. Personas represent similar behavior patterns of a cluster of users, not job description. Human-Computer Interaction A

11. I am not impressed. Personas seem like fake users. What’s the point? Human-Computer Interaction A

12. Personas are useful if they are created with ethnography. Ethnography informs design by revealing a deep understanding of people and how they make sense of their world. Ethnography is a research method based on observing people in their natural environment rather than in a formal research setting. When ethnography is applied to design, it helps designers create more compelling solutions Human-Computer Interaction A

13. Uses Human-Computer Interaction A

14. User Persona Layout Profile Personality Referents & influences Archetype & quotes Technology expertise User experience goals Used device and platforms Domain details Must do – Must never Brand & product relationship Human-Computer Interaction A

15. Personas are NOT Market Segments Personas are also NOT Stereotypes Average Users Roles Human-Computer Interaction A

16. There is no one right sauce for everyone. There is no one right feature or workflow for everyone. Human-Computer Interaction A

17. Personas help us implement the right features to the right people in the right way. Human-Computer Interaction A

18. Windows are sold in editions to differ personas Human-Computer Interaction A

19. Personas for Office 365 Human-Computer Interaction A

20. A Checklist to Identify Personas Human-Computer Interaction A