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User Persona

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Diane Leeper
Diane Leeper

User personas are representations of target users that are created based on research to emphasize their goals, limitations, and behaviors. They are used in user-centered design to keep the focus on the user experience. Personas are developed through planning research activities, gathering data on users from methods like interviews and surveys, analyzing the data for patterns to group users, and then creating profiles with names, photos and details about their demographic information, goals, environments and representative quotes. The persona description is a design deliverable that provides a shared understanding of the target user for the whole team throughout the design process.

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User Personas
User Persona
from http://www.usability.gov/methods/process.html
from http://www.usability.gov/methods/process.html
User Personas are representations created to emphasize and personalize limitations, goals and behavior patterns of a target audience.
User Personas are representations created to emphasize and personalize limitations, goals and behavior patterns of a target audience. It is a key concept in user centered designpractices.
Snarkie definition:What would Homer do?
So wait, User Personas are stereotypes?
User Personas are not Stereotypes.Stereotypesare oversimplified conceptions of groups based on assumptions. User personas are considered representations of a group based on user research.
History of User Persona:Alan Cooper’s The Inmates are Running the Asylum (1998) popularized the concept of user personas for software development.
Benefits of User Personas:Users' goals and needs become a common point of focus for the team.
Benefits of User Personas:The team can concentrate on designing for a manageable set of personas knowing that they represent the needs of many users.
Benefits of User Personas:By always asking, "Would Jim use this?" the team can avoid the trap of building what users ask for rather than what they will actually use.
Benefits of User Personas:Disagreements over design decisions can be sorted out by referring back to the personas.
Benefits of User Personas:Designs can be constantly evaluated against the personas, getting better designs into usability testing.
How to create User PersonasPlanning,Gathering Data, Analyzing the Data Create a User PersonaDesign Deliverable
PlanningWhat type of information do you already have on your users?What other information do you need?How will you get it?
How do you get informationContextual Interviews Individual Interviews Surveys (Online) Focus Groups Usability Testing
Gathering DataWho is this?Where will they use this? Usage EnvironmentWhy will they use this?Motivation, Goals
Analyze the DataPersonality- background, characteristics, interaction habits, attitudes, goalsActivities- habits, user patterns, levels of experienceShared vocabulary- stories of interactions, specific words
Analyze the DataLook for similarities.Try to consolidate them into four or five groups of characteristics.
Create the User PersonaPersonality- background, characteristics, interaction habits, attitudes, goalsActivities- habits, user patterns, levels of experienceShared vocabulary- stories of interactions, specific words
Design the DeliverableWhy?It is a document that can be referred to during the design process.Creates a shared vocabulary for developers, designers, managers and shareholders.Helpful for long development cyclesIt reminds you what your goals are!
Design the DeliverableName and PhotoDemographics (age, education, ethnicity, family status) Job title and major responsibilities Goals and tasks in relation to your site Environment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site
Design the DeliverableName : Ellen NoelDemographics (age, education, ethnicity, family status) Job title and major responsibilities Goals and tasks in relation to your site Environment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Goals and tasks in relation to your site Environment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Goals and tasks in relation to your site Environment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site Environment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site: Environment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site: Learn English IdiomsEnvironment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site: Learn English IdiomsEnvironment (physical, social, technological)A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site: Learn English IdiomsEnvironment (physical, social, technological):Uses shared computer in family room, enjoys sharing accomplishments with family, does not understand operating system but does surf the webA quote that sums up what matters most to the persona with relevance for your site
Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site: Learn English IdiomsEnvironment (physical, social, technological):Uses shared computer in family room, enjoys sharing accomplishments with family, does not understand operating system but does surf the webA quote that sums up what matters most to the persona with relevance for your site
Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site: Learn English IdiomsEnvironment (physical, social, technological):Uses shared computer in family room, enjoys sharing accomplishments with family, does not understand operating system but does surf the webI can do anything I put my mind to. And I can do everything better than my brother.
Review: User PersonasPlanning,Gathering Data, Analyzing the Data Create a User PersonaDesign Deliverable
Resourceswww.usability.gov

More Related Content

User Persona

  • 5. User Personas are representations created to emphasize and personalize limitations, goals and behavior patterns of a target audience.
  • 6. User Personas are representations created to emphasize and personalize limitations, goals and behavior patterns of a target audience. It is a key concept in user centered designpractices.
  • 8. So wait, User Personas are stereotypes?
  • 9. User Personas are not Stereotypes.Stereotypesare oversimplified conceptions of groups based on assumptions. User personas are considered representations of a group based on user research.
  • 10. History of User Persona:Alan Cooper’s The Inmates are Running the Asylum (1998) popularized the concept of user personas for software development.
  • 11. Benefits of User Personas:Users' goals and needs become a common point of focus for the team.
  • 12. Benefits of User Personas:The team can concentrate on designing for a manageable set of personas knowing that they represent the needs of many users.
  • 13. Benefits of User Personas:By always asking, "Would Jim use this?" the team can avoid the trap of building what users ask for rather than what they will actually use.
  • 14. Benefits of User Personas:Disagreements over design decisions can be sorted out by referring back to the personas.
  • 15. Benefits of User Personas:Designs can be constantly evaluated against the personas, getting better designs into usability testing.
  • 16. How to create User PersonasPlanning,Gathering Data, Analyzing the Data Create a User PersonaDesign Deliverable
  • 17. PlanningWhat type of information do you already have on your users?What other information do you need?How will you get it?
  • 18. How do you get informationContextual Interviews Individual Interviews Surveys (Online) Focus Groups Usability Testing
  • 19. Gathering DataWho is this?Where will they use this? Usage EnvironmentWhy will they use this?Motivation, Goals
  • 20. Analyze the DataPersonality- background, characteristics, interaction habits, attitudes, goalsActivities- habits, user patterns, levels of experienceShared vocabulary- stories of interactions, specific words
  • 21. Analyze the DataLook for similarities.Try to consolidate them into four or five groups of characteristics.
  • 22. Create the User PersonaPersonality- background, characteristics, interaction habits, attitudes, goalsActivities- habits, user patterns, levels of experienceShared vocabulary- stories of interactions, specific words
  • 23. Design the DeliverableWhy?It is a document that can be referred to during the design process.Creates a shared vocabulary for developers, designers, managers and shareholders.Helpful for long development cyclesIt reminds you what your goals are!
  • 24. Design the DeliverableName and PhotoDemographics (age, education, ethnicity, family status) Job title and major responsibilities Goals and tasks in relation to your site Environment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site
  • 25. Design the DeliverableName : Ellen NoelDemographics (age, education, ethnicity, family status) Job title and major responsibilities Goals and tasks in relation to your site Environment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
  • 26. Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Goals and tasks in relation to your site Environment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
  • 27. Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Goals and tasks in relation to your site Environment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
  • 28. Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site Environment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
  • 29. Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site: Environment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
  • 30. Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site: Learn English IdiomsEnvironment (physical, social, technological) A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
  • 31. Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site: Learn English IdiomsEnvironment (physical, social, technological)A quote that sums up what matters most to the persona with relevance for your site A quote that sums up what matters most to the persona with relevance for your site
  • 32. Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site: Learn English IdiomsEnvironment (physical, social, technological):Uses shared computer in family room, enjoys sharing accomplishments with family, does not understand operating system but does surf the webA quote that sums up what matters most to the persona with relevance for your site
  • 33. Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site: Learn English IdiomsEnvironment (physical, social, technological):Uses shared computer in family room, enjoys sharing accomplishments with family, does not understand operating system but does surf the webA quote that sums up what matters most to the persona with relevance for your site
  • 34. Design the DeliverableName: Ellen NoelDemographics: Age 8, elementary school, DutchJob title and major responsibilities Get good grades in schoolGoals and tasks in relation to your site: Learn English IdiomsEnvironment (physical, social, technological):Uses shared computer in family room, enjoys sharing accomplishments with family, does not understand operating system but does surf the webI can do anything I put my mind to. And I can do everything better than my brother.
  • 35. Review: User PersonasPlanning,Gathering Data, Analyzing the Data Create a User PersonaDesign Deliverable