Concept Phase

1. Concept Phase

2. You did the contextual research, observedand analyzed.(Right?)

3. Now it's time to start ...

4. Now it's time to start ... con-cep-tu-a-li-zing.

5. Affinity Diagrams Decoding meaning from (semi-)chaotic brainstorming

6. Making an Affinity Diagram in 7 Easy Steps • On a buncha same-colored post-its writeshort focused notes about tools, interactions, behaviors, anything even vaguely relevant to the topic. Go for quantity, lots 'n lots. No notes are "wrong!" • Divide the post-it notes equally among all participants and find a large empty wall to post on. • Create a note cluster by posting one note on the wall, finding other notes that relate to it and posting them around it. • Label the clusterwith summary post-its of a different color. Aim for 2-4 summary notes per cluster. • Loop steps 3-4 until all clusters are up and summarized. • Review the clusters/summaries and get consensus from the group that the topic has been adequately covered. • Record (photo).

7. What can you do with an Affinity Diagram? • Discuss and unite on key concepts • Get an idea of the product audience • Begin to formulate a task model = list of everything required to complete the task at hand • Sequence: detailed steps to perform task • Artifacts: what's needed and how they should be used • Flow: communication and coordination • Physical: the physical environment • Cultural: culture and policy

8. An early step in IxD is ... ... figuring out who your target user audience is One of the most common (and fun!) techniques for doing this is to create a ...

9. ... Persona A person's perceived or evident personality; personal image; public role. from the Latin, persona: mask, character – Random House Unabridged Dictionary

10. Persona  Mask Who am I?

11. Personas • Small set of fictional archetypes to help guide design decisions • Primary, secondary, (tertiary) • Illustrate key goals and behavior patterns specific to the design problem • Synthesized from research and captured in short 1-2 page descriptions Personas are not: • Made up • Job roles • Statistical averages • Based on 1 person • Case actors • Market segments

12. What goes in a Persona? • Name, role, photo • Tagline • Relevant goals • Attitudes, perspective • Work or activity flows • Environment • Abilities, skill level • Needs and frustrations “We use personas to focus our attention when we're establishing a direction and generating design ideas, and to test our ideas before they're evolved enough to share with real users.” -Cooper.com

13. Tom Brodie, shop manager Tom has 8 years of experience in lube shop operations. He’s married with two young kids, and his wife jokes that the last time his hands were completely free of grease was on his honeymoon 5 years ago. At the shop he manages, Tom constantly puts out little fires. He works on the floor most of the day, trying to be everywhere at the same time although he prefers to act as greeter and cashier. Most shop trends get measured on a monthly basis, since Tom has to meet sales targets defined by the owner, Eddie, in order to get his manager’s bonus. On a daily basis, Tom frequently monitors car counts, ticket average, and employee productivity (especially individual service statistics). Sometimes his team needs a kick in the pants, but he tries to lead by example. Sometimes I’m so busy fighting alligators that I forget about draining the swamp. Tom’s Goals: • Keep the cars coming. Tom has to rely on Eddie’s marketing efforts but car count is his make-or-break figure; he focuses on customer service to generate repeat customers. • Reduce labor percentages without sacrificing customer service. Staffing is a tricky balance between keeping the shop’s labor costs down while ensuring employees get enough hours and bay times stay low. • Meet or exceed last year’s numbers for this month. The Owner’s sales targets aim for year-on-year increases across the board, but in the current business climate Tom is happy simply meeting last year’s numbers.

14. Secondarypersona?

15. We'll do scenarios later

18. Don't bother creating personas if ... • The product space and target users are extremely well understood by you and all of your decision makers • You’re designing for a very narrow group of users to which you have easy direct access • Your users are also your stakeholders

19. Personas: Do 'em up Right! Goal of a persona: • To gain empathy and understanding of your target users To accomplish this goal, personas need to be: • Based on actual human beings, not stereotypes • Respectful, free of [mean-spirited/idealistic] judgment Using these kinds of terms to characterize a persona is a sure fire path to an epic persona fail: hillbilly • tree-hugger • geezer • airhead • flake • wombat (uncontrollably ululating Rasputin-doll-squad spadix-cheese Popeye-compiler!)

20. Movie time! • Creating and Using Personas (12)

21. PRODUCTGOAL Statement

22. PRODUCTGOAL Statement= The product context+ The problemfrom the user's POV + The solution the product will use to "fix" it

23. Product Context

24. Product Context

25. Product Context

26. Problem from the User's POV User + Need + Insight

27. Problem from the User's POV User + Need + Insight Surprise (Observe) Emotions (Theme) Empathy (Anti-DD)

28. Theme (of User's Need) Choose words that go for the emotional epicenter!

29. For example ... Accomplishment- Achieving goals and making something of oneself; a sense of satisfaction that can result from productivity, focus, talent, or status Beauty- The appreciation of qualities that give pleasure to the senses or spirit Community - A sense of unity with others around us and a general connection with other human beings Creation- The sense of having produced something new and original, and in so doing, to have made a lasting contribution Duty- The willing application of oneself to a responsibility Enlightenment- Clear understanding through logic or inspiration Freedom - The sense of living without unwanted constraints Harmony- The balanced and pleasing relationship of parts to a whole, whether in nature, society, or an individual Justice- The assurance of equitable and unbiased treatment Oneness- A sense of unity with everything around us Redemption- Atonement or deliverance from past failure or decline Security- The freedom from worry about loss Truth- A commitment to honesty and integrity Validation- The recognition of oneself as a valued individual worthy of respect Wonder- Awe in the presence of a creation beyond one's understanding Got any others ... ?

30. Problem from the User's POV ✔ VERB NOUN? Grover needs a job that starts at 10:30 am. to be allowed flexibility. In the product goal statement you should substitute qualities from the persona: Young, technicallyskilled job seekers THEME

31. Product Goal Statement Example • The product contextIn a chain of quick lube shops, most of the action happens on the floor, not in an office. A shop's profitability depends on daily fluctuations (weather changes, rush hour, etc.), satisfying customers, and maintaining staff productivity moment-to-moment. Within that moment, being able to hit business goals and understand trends is critical, too. • The problem from the user's POVShop decision makers need to gain clarityon how the dynamics of the moment/place fit into the big-picture context. • The solution the product will use to "fix" the problemThe LubeSoft Dashboard system will help them find that clarity. The Dashboard will show relevant real-time shop metrics in a way that helps the shop decision makers quickly gain perspective on current performance vs. performance targets and historical trends within and across chain shops.