User-Centered Design with Pragmatic Personas
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Have you ever wished that your cellphone provider, your bank and government would start listening to the users and build software which is relevant? How often you find yourself lost in filling in endless forms and left unaware of status of your requests for weeks? How often those companies try to sell you something you don't need? It happens because the companies don't spend enough time understanding the customers and their real needs. And your organisation might be making the same mistake! We often think we know what our users want. We often build systems for everyone, but at the same time for no one. We say 'user' in our user stories but the 'user' has different meaning to different people. There is a technique which helps to overcome this! Pragmatic personas help us to facilitate user-centered design and to keep the team focused. Join me to find out how it works!
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User-Centered Design with Pragmatic Personas
- 1. consulting | research | contracting User-Centered Design With Pragmatic Personas Pavel Dabrytski and Angie Doyle
- 2. 2 how do you identify what to build ?
- 3. 3 FUBU for us by us
- 4. 4 FMBU for me by you (product owner in scrum/XP)
- 6. 6 FTBU for them by you (user centered design)
- 7. 7 user role a grouping of users of a product based on a shared set of tasks or functions they need to perform, or common needs they need to fulfill
- 8. 8 Engineering for function vs designing for humans • Incredibly Fast • Error Free • Apathetic • Sequential • Predictable • Stupid • Incredibly Slow • Error Prone • Emotional • Random • Unpredictable • Intelligent The inmates are running the Asylum: Alan Cooper
- 9. 9 Engineering for function vs designing for humans • Incredibly Fast • Error Free • Apathetic • Sequential • Predictable • Stupid • Incredibly Slow • Error Prone • Emotional • Random • Unpredictable • Intelligent The inmates are running the Asylum: Alan Cooper
- 10. 10 How to create user roles 1. Brainstorm an initial set of user roles 2. Organize the initial set 3. Consolidate roles 4. Refine the roles
- 11. 11 1. Brainstorm an initial set of user roles • Done with the business, customer and development team • Brainstorm for approx. 15 minutes • Each person writes down as many roles as they can TIP: • Stick to roles that represent a single user • Try not to include non-human roles • Think about kinds of jobs held by users Job Seeker First Timer Layoff Victim Monitor Job Poster CV Reader Recruiter System Admin University Grad
- 12. 12 2. Organize the initial set • Place almost identical roles on top of each other • If roles are similar, place them as slightly overlapping Almost identical Similar Job Seeker First Timer Layoff Victim Monitor Job Poster CV Reader Recruiter System Admin University Grad Similar
- 13. 13 3. Consolidate roles • Start with the roles that are overlapping • Discuss if the roles are equivalent • Consolidate • Rip up roles that are not important • Focus on roles that make or break the success of the product Job Seeker Layoff Victim First Timer Recruiter System Admin External Recruiter Internal Recruiter
- 14. 14 Decide who’s using • As a team, agree on the user roles to be used for your product • Remember to: 1. Brainstorm the initial set 2. Organize the initial set into similar roles 3. Consolidate the roles
- 15. 15 4. Refining the roles• Who is the user? • What primary activities and common tasks does the user perform? • What activities waste their time? • In what settings will they use the product? • How frequently will they use the product? • What is the general goal for using the product? • What is the general proficiency with software and computers? • What is their level of domain expertise? User Role: Internal Recruiter Not particularly computer-savvy, but quite adept at using the Web. Will use the software infrequently but intensely. Will read ads from other companies to figure out how best to word her ads. Ease of use is important, but more importantly what she learns must be easily recalled months later.
- 16. 16 Refine who’s using As a team, create a detailed definition for 3 of the user roles identified.
- 17. 17 Common User Role mistakes The “Elasti-user“ • A user role that has not been defined in sufficient detail • Can “bend” the user role to any situation Splitting user roles according to tasks • Results in a large number of user roles that can only be used in specific scenarios e.g. Payment Authorizer The “Buyer” • Defining a user role for the person who will be purchasing the system
- 18. 18 persona is a type or archetype that describes in a realistic fashion key attributes, behaviours and attitudes of your users *is not a synonym for “user”
- 19. 19 Why personas? •Conversation starter •Get rid of generic user/generic customer •Bring users to life and make them “sticky” •Get people to focus •Shift from feature bucket to user-centered design
- 20. 20 How to identify personas – Jeff Paton 1. Identify types of users 2. Profile user types 3. Personify user types 4. Identify product design impact
- 25. 25 Beware of “False Goals” • Save memory • Save keystrokes • Run in a browser • Be easy to learn • Safeguard data integrity • Speed up data entry • Increase program execution efficiency • Use cool technology or features • Increase graphic beauty • Maintain consistency across platforms I really don’t care about this stuff!
- 26. 26 Create a pragmatic persona As a team, create one pragmatic persona for your product
- 27. 27 Common Persona mistakes The Generic Persona • Traits common to most users • Trying to be everything to everyone Personas that separate • Real user ignored in favour of persona • Insufficient market and demographic research done More than 3 primary personas • You are trying to do too much at once
- 28. 28 extreme persona is a persona laying on the edge of your user base
- 29. 29 Use extreme persona to write user stories As a team, think of a feature your extreme persona desires, that might be valuable to other users. Write a user story for it. As a <persona> I want <functionality> So that <benefit>
Editor's Notes
- They are the people who will be using your system Note: This is different to a customer role (who is purchasing the system)
- They are the people who will be using your system Note: This is different to a customer role (who is purchasing the system)
- They are the people who will be using your system Note: This is different to a customer role (who is purchasing the system)
- They are the people who will be using your system Note: This is different to a customer role (who is purchasing the system)
- They are the people who will be using your system Note: This is different to a customer role (who is purchasing the system)
- They are the people who will be using your system
- Do on the flipchart, so we can correct
- Do on the flipchart, so we can correct
- ADD A PICTURE
- They are the people who will be using your system Note: This is different to a customer role (who is purchasing the system)
- They are the people who will be using your system Note: This is different to a customer role (who is purchasing the system)
- They are the people who will be using your system Note: This is different to a customer role (who is purchasing the system)
- They are the people who will be using your system Note: This is different to a customer role (who is purchasing the system)
- They are the people who will be using your system Note: This is different to a customer role (who is purchasing the system)
- They are the people who will be using your system Note: This is different to a customer role (who is purchasing the system)
- Create on flipchart paper Provide pictures of possible personas (A5)
- Can also touch on negative persona i.e. who we are not building for
- Create on flipchart paper Provide pictures of possible personas (A5)