狠狠撸

??? ??? ????
UX / Service Design
???
pxd Inc. 2012 HCI Tutorial Session
[????5 (T5)]
??: 2012? 1? 12?(?), 15:50-17:05
??: ?? II (????? 1F)

????: UX ? ??? ??? ?????? persona ??? ????
???: ???((?) pxd)
???(persona)???? UX ? ??? ??? ???? ???? ?? ??? ??? ???? pxd? 2002? ?? ????? ???? ??? ???? ?
?? ???? ???? ??. ?? ?????, ??? ??? ?? ??? ?? ? ???? ?? ?? ???, ?? ?? ????? ????? ??? ??
? ???? ??? ????? ????, pxd? ??? ??? ???? ??? ?? ??? ??? ???? ????? ??.

? 2002? ??
? ????? & ???? ????, UI??, ??????
? ???? ???? ??? ??, ??, ??? ??? ?? ???? ?? ? ??? ?
??

? ?? ??, ??? ?? ???? ?? ????
? Mobile, PC, Tablet, Web, ??? ??, ??? ?
? ?? ??? ? ? ?? ? ?? (IF, IDEA, Mobile Messaging Award)

about presenter

? ? ?

? pxd ?????

? UI Lab ??, ?????
? UI design ?? 14?

? ????, ?????? ??

? ????? ?????? ??, ???? ??

content

?Persona
?Persona - Design Tool
?Persona - Communication Tool
?Persona - Validation&Evaluation Tool
?Persona - for Further Usage

???
-?? ??? ????? : UI???? ????? ?? ?? ??? ????
-???? ????? ?? ????? ???? ??
-?? ??? ? ??? ??

persona?
-???? ??? ?? ???? ????.
-????? ?? ?? ???? ???, ?? ???? ???? ???? ??? ??? ?, ??? ??? ???? ? ??? ?????.

(?????)
http://www.changeiponline.com/wp-content/uploads/mask%20paper%20machet.JPG

“?? ???? ??? ????? ??????!”

-???? ???? ?? ??? ??? ????.
warm-up
-”?????? ??? ???? ???” : ??? ????, ??? ?????, ?? ?? ???? ??/??/???? ?????.
-?? ???? 3?? ??? ????? ?????. ?? ??????

??? ??? ? (32)
? ?? ? ???? ????? ??? ???? ??? ?? ???
?, ?? ??? ?? ?? ??? ????.
? ? ????, ???? ??? ???? ?? ????? ?? ??
? ???? ??? ??? ??? ???.
? ???? ??? ??? ?? ??? ?? ?? ?? ????. ??
???? ?? ???? ??.
? ??, ?? ? ?? ???? ??? ?? ??? ??? ??? ??
?? ??? ?? ????.

??? ?? ??? ?(35)
? ?? ????? ??? ?? ????? ????.
? ???? ????? ?? ????? ?????, ?? ???? ?
?? ?? ??? ?? ??? ?? ???? ??.
? ???? ????? ???? ???? ????, ?? ??? ??
?? ??.
? ?? ?? ? ??? ??? ??????? ??? ?? ????.

-???? ??? ??? ???? ????? ??? ????.

(?????)
http://www.visualphotos.com/photo/2x3212071/Asian_Couple_Reading_to_Children_42-17307078.jpg

??? ??? ? (32)
? ????? ?? ???? ? ?? ?? ???? ????
? ??? ??? ?? ??? ????? ? ??? ?????
? ?????? ???? ??? ??? ???? ??? ?????
? ????? ??? ?? ??? ????? ???? ??? ???
??? ? ????
? ????? ??? ???? ??? ??? ?? ????
? ?? ?????? ??? ??? ?? ????
? ????? ??? ??? ? ??? ????? ?? ?? ????
? ???

??? ?? ??? ?(35)
? ...

“????? ????? ?? ???? ???!”
-?, ? ???? ?? 3?? ??? ????? ????.

???? ???

-? ?? ?? ??? ?????.
-?? ??? ? ??? ?????
-??? ??? ?? ??? ???? ?? ?? ? ???? ?? ???. ????

??,?? ??

??/??

??,?? ????
????
??? ??? ??? ? (32)
???

????
??

????
??

?????
??

???

-???? ???? ?????? ??? ? ?? ???.
persona!
-?? ??? ???? ‘??’? ??? ????? ??? ????? ?? ? ??.

? ?? ??, ?? goal? ?? ???

? ??? ???

? ????? ?? ?? job role? ?? ???

??? persona
-??? ???? ?? ???? ?? ??? ????? ??? ??? ??(?? ?????).
-?? ???? ??????(????, ??? ??, ??? ??)??? ????...??? ?????? ????? ?? ? ??.
-??? ???? ??? ?? ??? ????, ??? ??? ??? ??? ? ? ??.
-???? ??? ?? ???? ??? ?? ????? ?? ???? ???? ??.

(?????)
http://galaxysemi.com/blog/wp-content/uploads/2011/05/doctor.jpg

? Critical Characteristics? ??

? ??? ? ????? ??? ???

? “Archetypal”, not “Typical”

? ?? ???? ???

? ???? persona
-?? ??? ??? ???? Critical Characteristics(C.C)? ??? ??? ??.
-C.C?...?? ????? ??? ?????? ??? ????? ???? ? ???? ????, ??? ??? ? ????? ??.
-? ???? ???? archetypal? ??, ? ????, ????...? ??? ????? ?? ??? ??? ????? ??.
-? ???? ???? ?? ?? ??? ??. ??? ??? ??.

(?????)
http://static1.travelandleisure.com/images/amexpub/0011/0601/201003-emergency-see-doctor-ss.jpg

Name/Nick
Motivation Photo
Needs 2. De?ne Quotation
Pain-points Pro?le
Context Demographic info.
Critical Behavior
Characteristics Attitude
Patterns
Behavior
Context / Pain-points
Goal...

User Research Behavior pattern mapping Personas

persona modeling process
??? ???? ?? ??? ??? ????? ??? ????.
pxd?? ????? ??? ??? ??????.

? Primary Persona
? Secondary Persona

? Supplemental Persona
? Served Persona
? Negative Persona

??? ???? ????.
persona types
Primary Persona? ???? ?? ???? ???? ? ?? ??? ?? ????? ?? ???????.
Secondary Persona ?? ?? ?? ? ???? ????? ‘???’ primary? ??? ?? ??? primary? ??? ?? ??? ??? ??? ?????.
Supplemental Persona? ? ? ??? ?? ??? ?? ???? ???? ??? ? ???.
Served Persona? ??? ??? ???? ???? ??? ??? ?? ?????.
Negative Persona? ???? ?? ??? ???? ???. ‘???? ??’ ?????.

?? ?? ‘???? ?? ?????’? ????? ??? ???? ?? ? ?? ???? ?? ???? ???? job role? ??? ?? ? ??.
-??? : primary, secondary persona
-??, ????, ??... : supplemental
-?? : served persona
-??? ??? : ???? ??? ?? ??? ? ???? ???? ? ??? ?? ?

(?????)
http://www.hagwang.kr/news/service/article/images/2009-06-02/c_20090602_567_843.jpg

persona
:
design tool

-???? ??? ??? ???. ?? ???? ??? ???? ??? ?? ?? ????.
-???? ???? ???? ??? ??, ???? ?? ???? ??? ???? ‘???’? ??(??? ??)? ??? ????, ???? ??? ???
???? ??? ??.

?????
?? ???
???

-??? ???? ????
-??? ?? ???? ??? ??? ?? ? ??. ? ?? ?? ??? ?? ??? ??.
-????? ?? ?? ???? ????? ???, ??? ?? ??? ?????. ??? ?? ??? ?? ???? ?....?? ??? ??? ????!

http://earth911.com/recycling/paper/paperboard/the-ins-and-outs-of-gift-boxes/

???? ??
-???? ???? ??? ?? ???? ??? ? ???.
-‘??’?? ??? ???? ?? ??? ??? ??. ??? ?? ?? ?? ??? ??? ? ?? ? ??? ?? ?? ??? ??? ????? ???.
-??? ‘??? ?’? ???? ??? ?? ?? ‘30? ??? ??’? ???? ????? ??? ?? ??? ?? ???? ???? ? ? ??.

Name

Photo
Quotation Persona’s
(character) Question
(needs, pain-
points, goal)

By the way...
(additional
features)
Description
(context)
Designer’s
Answer
(features)

-???? ?? ???? ????? ????
persona template
-Tamara? ??? ??? ??? ??? ???

Nick
Quotation Pro?le

Photo/Name/
Demographical
info

Behavior / Context / Needs / Pain-points

Comparison
map
Goal

-pxd?? ??? ??? ??? ????? ??? ???
persona template

-??? ??? ?? ????? ????? ??.
persona template
-?? ?? Key feature usage scenario ? ???? Journey map? ???? ??? ??.
-??? ??? ???? ???? ?? ?????.

persona template
-??? ???? ??? ??? ?? ?? ???. ???? ??? ?? ??? ???? ?? ? ??.
-???...???? + ???? goal?? + ??? ? ??? ?? ??
-??? ??? ??? ???? ??? ??? ?? ??. ‘??? ?? ??? ???’ ? ? ?? ??? ????.

-???? ‘??’??. ‘??’? ??? ?? ?? ‘???’??.
story
-‘???’? ???? ‘?? ?? ??’ ? ?? ?????.
-??? ???? ??? ???? ???, ??? ???? ??? ? ??, ???? ???? ??? ? ??.

(?????)
http://www.disneywallpaper.net/r-toy-story-3-74-toy-story-3-buzzs-normal--548.htm

-???? ??? ??? ???? ???? ?????, ?? ???? ??? ??? ???? ??? ? ?? ??.
future story
-‘??? ????’ : (??? ????? ??? ??) “??? ?? ??? ? ?? ??? ?? ???. ???? ???? ???? ???? ??? ?? ?
?.”
-??? ??? ??? ???? ??? ???? ????? ????? ??. ???? ? ?? ????.

(?????)
http://blog.naver.com/PostView.nhn?blogId=light34logNo=150104925313viewDate=currentPage=1listtype=0

storyboard ?lming
-??? ???? ??? ?? ? ??????. ?? ?? ???? ???? ??? ??? ? ??.
-?????? ???? ???
-?? ?? ? ??? ?? ????? ????? ????

LEGO staging
-???? ??? ??? ??? ???? ??? ??
-???? ????? ???? ??? ???? ????? ????? ?? ? ??.
-Engine??? Desktop walkthrough??? ??.

by Tamara Adlin

-???? ??? ? ????? step?? ????, ? step?? ??? ????? ??? ?? ??
design map
-???? ??? ??? ?? ???? ?????, ???? step?? ????? ??? ?? ????? ???.
-Affinity Diagram????? ??? ???? ??? ?? ??, ????? ??? step?? ???? ??? ??, ? ????? ??? ?? ???? ??
??? ???? ??.

persona journey map
-??? ????? ????? ???? ??? ???? ????? ?? journey map??.
-?? ? ???? ???? ??(??)? ??? ??? ?? ???? ?? ??.
-journey map? ??? ??? ????? ?????? ????? ?? ???? ?????? ?? ?? ??? ??? ??? ? ? ??.

1.??? ??? journey map? ???? ????
??? ????? ???? ??? ?? ??? ??? ??!! ??? ????? ? ? ??.
2.??? ??? ????? ??? ???? journey map? ???? ????
??? ??????? ???? ????? ??? ??!! ??? ??????, ? ??????? ? ? ??.

brainstorming for personas
-???? ??? ?????? ??? ? ??
-??? ??? ?? ???? ??????? ?? ??? ? ?? ???? ???? ???, ????? ???? ????!!
-??? ??? ?? ???? ???? ??? ????? ??? ???? ??? ? ??!!

-???? ‘????’? ????? ??? ????? ???? ????.
behavior map
-????? ?? ??? ???? ? ????? ???? ?????? ????. ??? ??? ??? ???? ??? ?????? ??? ??? ???
? ??? ??? ??? ? ??.

Primary Persona? ???? ??!

Secondary ??? Primary? ????? ???!

persona golden rule
-???? ??? ??? ??? ??? ??? ??? ?? ?? ??.
-?? ???? ???? ??? ????? ?? ????? ?? ?????? ??? ????? ????? ?????? ???? ????? ??? ? ?
? ???? ???? ????.
-???? ????? ??? ??? ???? ??? ???.

persona
:
communication tool

-???? ??? ?????? ???. ?? ???? ?????? ???? ??? ?? ?? ????.
-??? ??? ????? ????? ???? ?? ???? ???? ??????? ????? ????.

“our user is...”
-??? ??????? ???? ??....???? ????? ??????? ???? ??? ‘???’? ??? ??. ??? ?? ???? ???? ???
???? ?? ???. ?? ??? ?? ?? ??? ?? ???? ??? ???. ??? ???? ??!
-??? ?? ??? : ??? ?? ??? ??, ?? ???? ????? ????? ??
-????? : ???? ??? ?? ?? ???? ???? ??
-???? : ??? ???? ????, ????? ??? ??? ??? ???? ? ?? ???? ??
-?? : ??? ??? ?? ??? ? ???? ??? ??. ?? ????? ?????...?? ???. ??? ? ??? ???? ??? ??? ??? ??
?? ?? ??? ???

(??? ??)
http://unionizegatecity.?les.wordpress.com/2011/03/office-workers2.jpg?w=640
http://images.fastcompany.com/upload/developer.jpg
http://www.?lumen.de/en/designer
http://careerhuntingtips.com/wp-content/uploads/2008/05/salespersonmeancashcom.jpg

http://imgs.clickjobs.com/kt/400x300/meet-your-doctor.gif
http://images.paraorkut.com/img/clipart/images/d/doctor-796.jpg
http://www.aimfree.org/wp-content/uploads/2012/01/aimfree.org_13.jpg
http://2.bp.blogspot.com/_ZPUIbpPl1ME/S7UJ7TMN0AI/AAAAAAAAAWk/M8UTEDVp0yo/s1600/Doctor+Fool.png
http://clevelandwhatsnottolike.?les.wordpress.com/2011/06/doctor_house.jpg

“our user is...”
-???? ???? ???? ????? ????? ????? ??? ??? ??????? ??? ??? ???? ??? ??? ??? ??.
-????? ??? ???? ??? ??? ?? ????? ? ?? ??, ? ??? ???? ??.

-???? ??? ????? ????? ?? ?? ???? ??.
persona? ??

-????? ???? ????? ??? ??? ??? ???? ?? ?? ???? ??.
persona? ??
(??? ??)
https://lh5.googleusercontent.com/-bBoqKGLUdy4/TXC7ZPAsUwI/AAAAAAAAEdc/vCyhIKP0N7c/meerkats-431.jpg

??? ??? ? (32)

persona ?? ???
-???? ???? ?????? ?? ?? ?? ???? ??. ? ? ??? ???? ??? ??????. ???? ???? ??? ??? ??? ???
? ??? ?? ??? ?? ????. ??? ???!
-???? ??? ????? ??? ‘??’? ??!
-‘??’? ??? ? ?? ?? ??? ??. ???? ???? ??? ?? ????? ???? ??.
-?? ?? ???? ????, ??? ??????? ?????! ?? ??? ??? ? ??? ??? ?? ?????? ???? ????.

(??? ??)
http://wallpaperstock.net/pink-?ower-petals_wallpapers_9828_2560x1600_1.html

?? ?? ?? ??
-???? ???????? ????? ????? ?? ???? ?? ??? ???? ??
-???? ???? ???? ? ???? ???? ??, ?? ?? ?? ???? ?????? ?? ??
-??? ????? ?? ????? ?? ????

?? ?? ?? ??
-??? ??? ????? ??? ? ? ????? ? ???
-??? ??? ?????? ??
-???? ???? ??? ???? ?? ??? ?gure? ?? ???? ??? ???? ??? ??? ?????(?)? ? ??? ? ??.

(??? ??)
http://www.wikitree.co.kr/webdata/editor/201201/02/img_20120102133719_7b0e617c.jpg

“??? ???? ? ??? ???? ?? ??? ???
-???? ??? ?????? ???? ???? ??? ?? ??: “??? ????... ?? ??? ???” ? ??? ???? ???? ?? ??? ????
-???? ??? ??? ?? ????? ??? ?? ??. ...?? ??? ? ? ????

by Tamara Adlin

???? ??? ??

???? ???

???
?? ????!!
? ???

persona-weighted feature matrix
-???? ??? ???? ??????? ??? ?? ????? ????
-???? ????? ?? ??? ??? ??, ??? ??? ? ?? ? ? ?? ????? ???? ??
-???? ????? ????, ????? ??? ????. ???? ???? ????, ???? ??? ???? ??? ???? ????
-???? ???? ??? ?? ???? ??, ? ?? ????? ?? ????? ?? ? ? ??!!

by Tamara Adlin

???? 2 ???? 1

X maybe...

-?????? ????? ???? ?????? ??? ? ?? ??.
bene?t feasibility map
-????? ????1? ????, ?? ????2? ???? ???? ?? ?????
-???? ??? ????3? ?? ??? ???? ??!! ???? ????.
-?? ??? ?? ???. “????? ???? ???? ? ???. ?? ??? ??? ?????? ??!”

??? ???????
“??? ?? ??? ??” SH1, SH2, SH3...
???? ?????? ?
Person + ???, ???? ????
persona 1
Goal, ??? ??? ?????
persona 2
behavior ???
persona 3
problem ???????????
???
persona 4 ????!!
“???”
??????????? ????
??????????? ??(?? 100?)
???

-???? ???? ?? ?? ????? ???? ??????? ??? ?? ?? ???
ad-hoc persona
-??? ?? ???? ?? stakeholder? ???? ???? ‘???’? ??? ?? ? ???? ??? ??????? ????? ???? ? ??
-??? ????? ???? ad-hoc ???? ???
-???? ?? ??? stakeholder? ???? ?? ???? ???? ??? ?? ?? ???? ??? ? ?? ??
-????? stakeholder? ???, ????? ??? ???? ???? ??? ?? ????? ????
-?? data-driven persona? ??? ?? ??? ???? ??? ???? ??, ? ??? ?? ???? ???? ????? ????? ? ? ?? ??.
?? ??? ???? ??? ?? ?? ??? ??? ????

???? ??? ???? ??? ?????

???? ‘?? ??’?? ???? ??

???? ????? ????

stakeholder ???? ???? ?? ???? ??

persona
:
validation evaluation tool

-???? ??? ??? ?? ? ?????.
-??? ??? ???? ???? ??? ???? ??? ?? ??? ????? ??

“What if....?”
??? ??? ? (32)

-??? ??? ???? ????? ???? ???? ???.
validation scenarios
-What if....? ? ???? ???? ???? ???? ??? ? ? ??, “????? ?? ??? ??? ???” ???? goal? ?? ??? ? ?? ???
???? ??? ? ??
-?? ????? ???? ? ??(?? ???)? ???? ?? ?? ????. ??? golden rule? ?????. primary???? ???? ???? ??.
secondary???? ???? ?? ???? ???? primary???? ????? ??? ??? ??. ????? ???? ???? ?? ????? ???
? ??!

-What if..? ??? ?? ?? ? validation scenario? ??.
validation scenarios
-???? task?? ?? ???? ?? ????? ??? ? ??.
-????? ??? ????? golden rule ????!!

“primary? ??? ??? ???? secondary? ??? ??”

persona? ???? ???? ??
-???? ??? ? ??? ???? ???? ????? ??? ? ??
-???? ??? ???? ?? ?? ??? focus? ??? ??? ? ? ?? ??. ? ??? ???? ??? ??? ?? ???!!
-???? ?? ???? ??? ? ???? ?? ?, ”???? ? ??? ?????...”? ?? ??? ????? ??? ??? ??? ?????.

persona? ???? ????????
-??? ???? ??? ?????. ??? ???? ???? ????. ??? ???? ???? ??????? ? ? ??.
-UT??? ?????? ???? ?? ???.
-???? UT? ?? ??? ????, ???? ??? ??? ???? ?? ?? task? ????? ?? ????? UT? ? ? ?? ???. ?, UT? ??
? ????? ????!!
-???? ??? ??? ?? UT? ??? ??(screening)? ??? ?, ?(task) ??? ? ??? ???
-?? ??? ????? ??? ?? ???? goal ????? ????, ?? ? % ??? ?? ????? ???? ?? ??? ?????? ?? ???
?

persona
:
for further usage

-???? ???? ??? ??? ??? ????
-???? goal? ?? ????? ?? ??? ???, ?? ????? ?? ??? ?? ????. ??? ???? ??? ? ??, ??? ?? ???? ?
?? ????.

???? ?????
??? ?? ??? ??
? ??????

for version up
-?? ??? persona-weighted feature matrix? ???? ??? ?? ? ???? ??? ? ??? ??, ??? ?? ???? ???? ??? ? ??.

technical writing
-Tutorial, Manual ??? ??? ? ??.
-?? task? ??? ???, ?? ???? ?? ??? ???? ????? ?? ???? ??.
-??? ‘???? ?? ???’ ??? ‘??? ?? ??? ? ?? ???’ ?? ???? ?? ????.

-??? ??? ????? ????? ??? ? ??
brand identity
-???? ??? ???? ?????? ????, ??? ?????? ??? ? ?? ???? ?? ??? ??? ?? ??.
-??? ??????.

?? ??? ? ??...

?Persona
?Persona - Design Tool
?Persona - Communication Tool
?Persona - ValidationEvaluation Tool
?Persona - for Further Usage

1.
?Discover 2.
?De?ne 3.
?Develop 4.
?Deliver

Basic research Contextual Modeling Scenario Storyboard Final Presentation

? ?
Requirement Analysis Affinity diagram Service Blueprint
Functional Needs / Elements

? ?
Competitive analysis Journey Map Touchpoint Matrix Framework Key Screens Work?ow

? ?
User Research User Modeling Prototyping Usability Test GUI Design GUI Guide lines

? ? ?
pxd’s process
-??? ?? ??? pxd? ??? ??????. Service Design? double diamond ????? ??? ???? ??? ???? ??? ??? ????
??? pxd ???? ???? ???? ???.
-pxd? ??? ?????? ???? ???? ??? ????.
-de?ne???? ??? ??? ?? ?? ?? ?????? ???? ????.

-????....???? ?????? ?????.
-???? ???? ??? ?????? ???? ?? ?? ???.
-???? ‘??’?? ??? ??? ???? ??? ? ??.
(? ??? ???, ? ??? ? ????...)

-?????....”????? ?? ?? ?? ???? ???? ? ?????”

(??? ??)
http://www.packagingsource.com/catalog/images/Kraft%20Gift%20Boxes.jpg

Images URL

http://www.changeiponline.com/wp-content/uploads/mask%20paper%20machet.JPG
http://www.visualphotos.com/photo/2x3212071/Asian_Couple_Reading_to_Children_42-17307078.jpg
http://galaxysemi.com/blog/wp-content/uploads/2011/05/doctor.jpg
http://static1.travelandleisure.com/images/amexpub/0011/0601/201003-emergency-see-doctor-ss.jpg
http://www.hagwang.kr/news/service/article/images/2009-06-02/c_20090602_567_843.jpg
http://earth911.com/recycling/paper/paperboard/the-ins-and-outs-of-gift-boxes/
http://www.disneywallpaper.net/r-toy-story-3-74-toy-story-3-buzzs-normal--548.htm
http://blog.naver.com/PostView.nhn?blogId=light34logNo=150104925313viewDate=currentPage=1listtype=0
http://unionizegatecity.?les.wordpress.com/2011/03/of?ce-workers2.jpg?w=640
http://images.fastcompany.com/upload/developer.jpg
http://www.?lumen.de/en/designer
http://careerhuntingtips.com/wp-content/uploads/2008/05/salespersonmeancashcom.jpg
http://imgs.clickjobs.com/kt/400x300/meet-your-doctor.gif
http://images.paraorkut.com/img/clipart/images/d/doctor-796.jpg
http://www.aimfree.org/wp-content/uploads/2012/01/aimfree.org_13.jpg
http://2.bp.blogspot.com/_ZPUIbpPl1ME/S7UJ7TMN0AI/AAAAAAAAAWk/M8UTEDVp0yo/s1600/Doctor+Fool.png
http://clevelandwhatsnottolike.?les.wordpress.com/2011/06/doctor_house.jpg
https://lh5.googleusercontent.com/-bBoqKGLUdy4/TXC7ZPAsUwI/AAAAAAAAEdc/vCyhIKP0N7c/meerkats-431.jpg
http://wallpaperstock.net/pink-?ower-petals_wallpapers_9828_2560x1600_1.html
http://www.wikitree.co.kr/webdata/editor/201201/02/img_20120102133719_7b0e617c.jpg
http://www.packagingsource.com/catalog/images/Kraft%20Gift%20Boxes.jpg

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