User ModelingUser Modeling

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Lecture # 7

Gabriel Spitz

Objective of LectureObjective of Lecture

• Why model the user• How do we build a user profile• How to utilize the user profile

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Why People Use Software

Intent/Goal OutcomeAction/Tasks

ToolToolFeaturesFeatures

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Functional Scope of the Functional Scope of the

ProductProduct• The question is which features and feature characteristics

needed to support users’ goals

• Before designing the software we need to understand: o Types of users that will use product/softwareo What goals will these users pursueo What tasks will these users want to performo Which tasks should be supported by the product/software we design

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Who Are the Users?Who Are the Users?

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The ChallengeThe Challenge

• To maximize the fit between our software and the users we need to design for a very clearly defined group of users

• How do we narrow down the potential set of users

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Who Are The UsersWho Are The Users• Users are the individuals that are expected to interact with or

be affected by the application we design• We distinguish between users group based on their reasons

for using the softwareo Roles of the userso Responsibilities within roles

• We also distinguish between user o Direct users

• Those that interact with an application or a producto Indirect users

• Those that are affected by an application

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Users of Power PointUsers of Power Point

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Direct users

Professor

Indirect users

Student

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Describing Users in relevant Describing Users in relevant

WaysWays• Among the direct users individuals assume different roles and

have different responsibilities• Role of user e.g., for a Presentation Application such as

Power Point, describes types of userso Professoro Studento Parent (gift buyer)

• Responsibilities of a role e.g. for Professor, describes the relationship between user and a process or toolo Create presentationso Present slideso Add comments

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What UsersWhat Users’’ Info is Relevant Info is Relevant• For each user role we are interested in:

o What do people know about computers• E.g. Would the term “Enter” be meaningful to them

o Domain knowledge• E.g. Credit vs. Debit

o How often they do this• E.g. Once a month

o Where will they be when using the software• E.g. Outside the bank

o What expectations they might have• E.g. Can take out unlimited amount of money

o All of the above help us anticipate the characteristics of the characteristics of the software we are designing

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Distilling the User GroupsDistilling the User Groups

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All potential users Focal users

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Select Critical User TypesSelect Critical User Types

• Select 2-3 types of users or user roles to support based on:o Business goals and objectiveso Software product we buildo Business Case

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Create Assumption Based User - Create Assumption Based User -

ProfileProfile• For each focal group create a user profile • User profile is a description of the unique

characteristics of the selected user type/role that could impact the software design

• For exampleo Language skills could impact the design of a kiosk at a border

crossingo Knowledge of the medical domain will impact the design of a

medical appointment application

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Elements of User ProfileElements of User Profile

• Psychological characteristicso Attitude, Motivation (e.g. travelers vs. game players)

• Knowledge and experienceo Domain knowledge, task experience (e.g. physicians vs. patients)

• Job and task characteristicso Frequency of use (e.g. operator vs. casual user)

• Physical characteristicso Motor dexterity (e.g. elders)

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Identify Relevant User Identify Relevant User

InformationInformation

• Relevancy of characteristics is with respect to the responsibilities of the user types we are focusing ono Goalso Knowledge of the domain areao Familiarity with computerso What are their current pain pointso What other software products are they usingo Who are the potential secondary users

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Example of Relevant User Example of Relevant User

InformationInformation

• Check In Kiosko Users’ goals – e.g. Get my boarding pass and go to my gateo Users’ Characteristics – e.g. Limited language skills, forgetful

(I don’t know my flight number), uptight, etc.o Usage environment– e.g. Standing vs. sitting, heavy bag on

shoulder, infrequent use

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Using User ProfileUsing User Profile

• Allow us to find out what we do not know about our users• Limits the set of tasks and jobs that we need to analyze• Help specify the types of usability goals we should establish

for the applications• Will impact UI design via the usability goals• Constrain and direct the selection of users types for usability

evaluation

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Design that Ignores Secondary Design that Ignores Secondary

UsersUsers

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Should a nurse sign this document too?

Should a nurse sign this document too?

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Before and After ConsideringBefore and After Considering

Secondary UsersSecondary Users

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Examples – Websites for Examples – Websites for different user groupsdifferent user groups

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Methods for Identifying User Methods for Identifying User

CharacteristicsCharacteristics

o Direct interview of potential userso Focus on what users know and capable of achievingo Indirect information gathering from marketing, sales,

and technical support individuals• Often they have a very good understanding of who

are the users and what capabilities they poses• Make sure their information is current

o Summarize/represent the results in a User Persona form

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User Persona User Persona User ProfileUser Profile

• A critical outcome of user profile is a set of user personas• User Persona is an instantiation of a hypothetical user• It includes:

o Nameo Role and job titleo Quotes in the person language o Relevant demographico Description of relevant goals, motivations, pain pointso Description of primary activities

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Example of User PersonaExample of User Persona

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Alexa will be one of our key users

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User Profile SummarizedUser Profile Summarized

• Roles and responsibilities• Prioritize based on relevance to product/business case• Profile to identify details that are relevant to design• Personify to better communicate• Identify feature opportunities• Identify design imperatives• Communicate your user model, relevant features, design

opportunities

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In Summery - We Build User ProfileIn Summery - We Build User Profile

• Help us understand why our users are not us. • It is not for-us-by-us• Identify and prioritize features and functionality• Identify users for testing • Understanding users is critical to getting value out of SW

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