Gabriel Spitz User Modeling Lecture 7 1 Gabriel
Gabriel Spitz User Modeling Lecture # 7 1
Gabriel Spitz User Interface Design Process Requirements Development Needs Assessment Competitive Analysis Persona Develop Conceptual Design Wireframe Design Task Analysis/ Use Cases Design Workflow Design Formative Evaluation Mockup Design Prototype Mock Design Evaluation Mock Summative Evaluation Design 2
Gabriel Spitz Effective User Interface Matches user characteristics Focuses on user tasks Is suitable for use in its intended environment 3
Gabriel Spitz Our First Step in UI Design Identify and Describe Our User Good UI tries to match user characteristics 4
Gabriel Spitz • B 2 B website serving primarily business people • Conservative in style • Colors are less bright • Call for action more subtle 5
Gabriel Spitz • A Design Catering to Conservative Attitudes When It Comes To Money 6
Gabriel Spitz • C 2 C website serving the general public • Uses brighter and a larger set of colors • Large and prominent Images • More pronounced call for action 7
Gabriel Spitz A Design Catering to Fun Loving Teenagers 8
Gabriel Spitz A Design Catering to subdued attitudes of seniors – Colorful, but quiet 9
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Gabriel Spitz Identifying Our Users Are Everywhere 11
Gabriel Spitz Challenge – Narrow Down Potential Users • To maximize the fit between our application and the users we need to design for a very clearly defined group of users • A design for everyone is often a design for no one 12
Gabriel Spitz Also: Identify Direct and Indirect Users Direct Users Indirect Users Nurse Patient e. g. , Need to support large font 13
Design that Ignores Secondary Users Gabriel Spitz Should a patient sign this document too? 14
Gabriel Spitz Before and After Considering Secondary Users 15
Gabriel Spitz Our Goal – Identify Focal Groups All potential users Focal users 16
Gabriel Spitz Criteria for Selecting Focal Groups Select 2 -3 types of users or user roles to support based on: Type and category of the application we build Its business goals and objectives Business Case 17
Gabriel Spitz Describing the User Persona – A Design Tool Once the focal groups are identified, we need to describe the user Description of the user in general terms such as All Students, Every Senior Person is not helpful It does not help us make effective design decisions To support effective design we need to have in mind real users and envision the way they will react to a feature or design decision in our UI A good tool to help us is User Persona 18
Gabriel Spitz What is a Persona? User Persona is an instantiation of a hypothetical user It is a description of a typical user along with stories about how s/he might use an application to meet his/her goals It is an archetype of the user which will help guide decisions about the product and its characteristics 19
Gabriel Spitz Example of a User Persona 20
Gabriel Spitz Example of User Persona the goal of persona is to bring the user to life and use it to design and communicate 21
Gabriel Spitz Use of Personas in Design Examine a design feature in the context of our persona Will this feature meet the goals of our persona Is the feature important enough to our persona to justify the development costs How should the feature be characterized to provide optimal usability for our persona 22
Gabriel Spitz Methods for Creating User Personas Use ethnographic interviews with real people Immersive observation and direct 1: 1 interviews Focus on what users know and capable of achieving Gather indirect information from marketing, sales, and technical support people They have a good understanding of who are the users and what capabilities they poses Make sure their information is current 23
Gabriel Spitz Content of User Persona includes in its description Name Role and job title Description of relevant goals, motivations, pain points Quotes and stories in the person language Relevant demographic information User characteristics Description of primary activities 24
Gabriel Spitz Design Questions for a Persona should inform the designer about: Specific knowledge they have of our application E. g. Would the term “Enter” be meaningful to them Domain knowledge E. g. Credit vs. Debit How often will they use our application E. g. Once a month Where will they be when using the application E. g. Outside the bank What expectations they have when using our application E. g. Can take out unlimited amount of money All of the above help us anticipate the characteristics of the application we need to consider 25
Gabriel Spitz Guidelines for Creating Persona Keep persona set small Focus on the user not the buyer (of the application) Add life to persona Use the right goals Persona must be specific to the design problem Kim Goodwin; http: //www. uie. com/articles/perfecting_personas 26
Gabriel Spitz @ Keep Persona Set Small The goal of persona is to provide context for decision Too many personas will impose a memory load and reduce their effectiveness Limit the number of personas to distinct behavioral patterns, not demographic E. G. , A manager and an employee will have different behavioral patterns when it comes to CRM, but probably not for email 27
Gabriel Spitz @ Focus on the User not the Buyer Marketing people focus on people that bring in most money or a growing segment of the population Design needs to focus on the people that will use the application, not those that will buy it E. G. , in commercial setting the buyer and therefore the target of Marketing is the executive. The user is the technician 28
Gabriel Spitz @ Add Life to Persona Focus on goals, behavior patterns, environment, and attitudes first Than add a few personal details to reinforce the persona characteristics Remember Persona is first a design tool 29
Gabriel Spitz @ Use the Right Goals Each persona should include 3 -4 goals Goals are things users want to accomplish tasks are the way to accomplish goals Select goals that are related to or will help the design Thus goals should be with respect of what an end user would like to get out using the tool – Outcome E. G. , Passengers do not want a boarding pass; They want to get home 30
Gabriel Spitz @ Make Persona Unique to a Design Problem We can not use persona that was created for a different domain. Within each domain personas will have different goals and different behavioral patterns 31
Gabriel Spitz Benefits of Using Personas Help understand the users - who they are, what do they know about our tasks help design the product Clarifies assumptions - use scenarios help team members share and formalize assumptions about users and usage Fully explore the design - use scenarios help explore important aspects of the design Provide context for reviewers - when trying to evaluate the design 32
Gabriel Spitz Example of Relevant User Information Check In Kiosk Users’ goals – e. g. Get home fast Users’ Characteristics – e. g. Limited language skills, forgetful (I don’t know my flight number), uptight, etc. Usage environment– e. g. Standing vs. sitting, heavy bag on shoulder, infrequent use 33
Gabriel Spitz In Summery - We Create Personas To Help us understand why our users are not us It is not for-us-by-us Identify and prioritize features and functionality Identify users for testing Understanding users is critical to getting value out of SW 34
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