using personas
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using personasAndrea Resmini
ANDREA RESMINI USING PERSONAS NOV 26 2009
in web projects, an early view on users is typically provided via
simple demographic data
ANDREA RESMINI USING PERSONAS NOV 26 2009
aged 30-45 well educated 45% married with children use the web 3-5 times/week 65% use search engines
(WHITNEY QUESENBERY, PERSONAS AND STORYTELLING)
ANDREA RESMINI USING PERSONAS NOV 26 2009
sure there's a lot of information there,
but what about this:
ANDREA RESMINI USING PERSONAS NOV 26 2009
“”
Maria is 37 years old.She's married to Jonas and has two children, Peter and Anna. She has a degree from the local university and runs the swimming club web site. Besides that, she uses the web mostly to manage her business.
ANDREA RESMINI USING PERSONAS NOV 26 2009
such a depiction helps the much fabled target
audience become tangible and compelling
ANDREA RESMINI USING PERSONAS NOV 26 2009
it helps bring users into the design team and make them as real as the technical details and the
design concepts
ANDREA RESMINI USING PERSONAS NOV 26 2009
this description is the base starting point of a persona
ANDREA RESMINI USING PERSONAS NOV 26 2009
(ANN MORRIS, THEPASSIONOFTHEPROGRAMMER.COM)
ANDREA RESMINI USING PERSONAS NOV 26 2009
what a persona is
ANDREA RESMINI USING PERSONAS NOV 26 2009
a fictional characterrepresenting different
user types withina targeted demographic
a persona is
ANDREA RESMINI USING PERSONAS NOV 26 2009
01. a narrative 02. describing a usage pattern03. embodied in a fictional user 04. by means of text and images05. and based on project data
a persona is
ANDREA RESMINI USING PERSONAS NOV 26 2009
a tool in UCD projects
a persona is
ANDREA RESMINI USING PERSONAS NOV 26 2009
a persona is
communicated throughany kind of deliverables
ANDREA RESMINI USING PERSONAS NOV 26 2009
(MEET DANIELE, A FOOTBALL FAN. HE'S A PERSONA)
ANDREA RESMINI USING PERSONAS NOV 26 2009
(MEET THESE CHARACTERS FROM A COMIC STRIP, THEY ARE PERSONAS TOO)
ANDREA RESMINI USING PERSONAS NOV 26 2009
what a persona is not
ANDREA RESMINI USING PERSONAS NOV 26 2009
a persona is not a job role
ANDREA RESMINI USING PERSONAS NOV 26 2009
a persona is not an IT-related role
ANDREA RESMINI USING PERSONAS NOV 26 2009
a persona is not someone you know
ANDREA RESMINI USING PERSONAS NOV 26 2009
why use personas?
ANDREA RESMINI USING PERSONAS NOV 26 2009
Auser model
ANDREA RESMINI USING PERSONAS NOV 26 2009
personas help communicateinside the team
who are building your web site for
ANDREA RESMINI USING PERSONAS NOV 26 2009
Bpattern identification
ANDREA RESMINI USING PERSONAS NOV 26 2009
although the general public is a vast diverse body of people,
users display very few distinct patterns of behavior on the website.
ANDREA RESMINI USING PERSONAS NOV 26 2009
Cdata reduction
ANDREA RESMINI USING PERSONAS NOV 26 2009
all data illustratinguser behavior is useful,
everything else much less
ANDREA RESMINI USING PERSONAS NOV 26 2009
how do you create personas?
ANDREA RESMINI USING PERSONAS NOV 26 2009
1start with research
ANDREA RESMINI USING PERSONAS NOV 26 2009
web traffic data
ANDREA RESMINI USING PERSONAS NOV 26 2009
user tests
ANDREA RESMINI USING PERSONAS NOV 26 2009
user observation in work environments
ANDREA RESMINI USING PERSONAS NOV 26 2009
2gather 2dn hand data
ANDREA RESMINI USING PERSONAS NOV 26 2009
information providedby help / support staff
ANDREA RESMINI USING PERSONAS NOV 26 2009
surveys or marketing datafrom sales staff
ANDREA RESMINI USING PERSONAS NOV 26 2009
3design iteratively
ANDREA RESMINI USING PERSONAS NOV 26 2009
personas are tightly coupledwith use scenarios, so ...
ANDREA RESMINI USING PERSONAS NOV 26 2009
… start telling stories about them
ANDREA RESMINI USING PERSONAS NOV 26 2009
stories is how personas go from being pictures
to being action figures
ANDREA RESMINI USING PERSONAS NOV 26 2009
you suffer writer's block?
ANDREA RESMINI USING PERSONAS NOV 26 2009
three simple stepsto help you get going
ANDREA RESMINI USING PERSONAS NOV 26 2009
1establish a goaland a context
ANDREA RESMINI USING PERSONAS NOV 26 2009
why is the personausing the product now
what will makethis interaction successful
ANDREA RESMINI USING PERSONAS NOV 26 2009
2describe the interaction
ANDREA RESMINI USING PERSONAS NOV 26 2009
stay at a high levelavoid detailed descriptions
of the interface
ANDREA RESMINI USING PERSONAS NOV 26 2009
3end with the results
ANDREA RESMINI USING PERSONAS NOV 26 2009
what happens as a resultof this interaction
what made it successful
ANDREA RESMINI USING PERSONAS NOV 26 2009
4add plenty of details
ANDREA RESMINI USING PERSONAS NOV 26 2009
names, pictures, biographies, their pets and their hobbies
ANDREA RESMINI USING PERSONAS NOV 26 2009
how is a persona used?
ANDREA RESMINI USING PERSONAS NOV 26 2009
to surrogate user testing
ANDREA RESMINI USING PERSONAS NOV 26 2009
to help advocatefor your users
ANDREA RESMINI USING PERSONAS NOV 26 2009
to communicateuser needs
ANDREA RESMINI USING PERSONAS NOV 26 2009
to evaluate new features
ANDREA RESMINI USING PERSONAS NOV 26 2009
to help makedesign decisions
ANDREA RESMINI USING PERSONAS NOV 26 2009
to help weighbusiness decisions
ANDREA RESMINI USING PERSONAS NOV 26 2009
for task analysis anduse cases
ANDREA RESMINI USING PERSONAS NOV 26 2009
issues with personas
ANDREA RESMINI USING PERSONAS NOV 26 2009
thank you!Andrea Resmini
<andrea.resmini@gmail.com>
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