personas scenarios personas Personas Created by Alan Cooper

personas & scenarios

personas

Personas § Created by Alan Cooper § Cooper Interaction Design § The Inmates are Running the Asylum, 1998 § Goodwin: Designing for the Digital Age, 2009 § Cooper: About Face, 2014 § SEE: The Origin of Personas

Personas § Alan Cooper “ We make up pretend users and design for them. ” § Hypothetical archetypes of actual users § Embedded in “Goal-Directed Design” “ Personas, like all powerful tools, can be grasped in an instant but can take months or years to master. ”

What are personas? § Representative profiles consolidating archetypal descriptions of people § Based on research with real people § Behavior patterns: goals, tasks, skills

What are personas? § Synthesis / analysis technique § Research deliverable

Why personas? § Build consensus within design team § Communication § Humanize design focus § Test scenarios § Identify gaps in research Although personas are ideally crafted from consolidated insights from real people, provisional personas may be used to identify gaps in research.

Persona variations § Provisional Personas § Proto-Personas § Ad Hoc Personas § Strawman Personas § Skeletal Personas § Pragmatic Personas

Persona variations § Extreme Characters Djajadiningrat, Gaver & Frens, 2000

Persona creation § Multi-method approach § Gathering information: Exploratory research, interviews, observations, contextual inquiry § Consolidating information: Synthesis, affinity diagramming, spreadsheets, matrices, dimensions – e. g. , Likert / semantic differential Smashing Magazine § Iterative process § Video How to Create UX Personas see:

Persona creation § Picture, name, short bio § Demographics § Needs and goals § Behaviors and beliefs § Compelling quote!

Pic and Bio Behavior & Beliefs Demographics Goals and Needs

Persona Templates http: //fakecrow. com/free-persona-template/ http: //www. ux-lady. com/diy-user-personas/

scenarios

What are scenarios? § Narratives that explore the current and future use of a product, system or service from the users’ point of view § Helps design teams understand the place of the product, system or service in the user’s life § Research deliverable

Scenarios § Looking for positive interactions and breakpoints § Diagrammatic and other visual forms § Video narratives

Scenarios § Combine with other methods § Personas, storyboards, speed dating

MAYA case study: Carnegie Libraries

Personas & Scenarios § Seedlinks “Personas of interested citizens” § GURU video

PERSONA EXERCISE § Consider your human research to date § Brainstorm provisional descriptive categories of people (assumptions) § Assign goals: “I want. . . ” “I need. . . ” § Affinity clusters: Themes, Skeletons § Consolidate skeletons into archetypal descriptions § Name and build your personas § Check against research

Pic and Bio Behavior & Beliefs Demographics Goals and Needs

EXERCISE PART 2 § Complete the persona sequence for your proposed AI interventions. § Who are they? What are their names and personalities?