YOU ARE NOT YOUR USER.

….EVEN WHEN YOU ARE.

In the end…

persona

tool to get in your user’s mindset

―I’ve never been a big believer in personas.

They’re artificial, abstract, and fictitious.

I don’t think you can build a great product

for a person that doesn’t exist.‖

– Jason Fried, 37signals

SO, I’M A

& I WANT TO

MEN CAN STOP RAPE

Our customer

TRIGGER

WARNING

U-ASK

―Immediate access to the information needed most in the event of

a sexual assault on one of DC’s eight college campuses —

quick, confidential, and free.‖

SWIPE! TAP! ZOOM!

Initial design approach

SO, I’VE

JUST BEEN

RAPED…

More Objectivity

(Less Empathy)

RESEARCH-BASED

Sadly, easy to get that research….

Add CARTOON BUBBLE

Fix photo to have RED here

SO, BILLYWAS

ASSAULTED

& HE WANTS

TO FILE A

COMPLAINT

…

CONTENT

Persona-driven

Is it too late to

report this?

Will they tell my

parents?

Will people believe

me?

Can I bring a friend

with me?

It happened off campus;

will my school really

care?

What do I do now?

COLORS

Persona-driven

INTERACTIONS

Persona-driven

AGILE DEVELOPMENT

iPhone & Android apps

STUDENT ORIENTATION

Roll-out

RECEPTION

When this happens to

you...……

Step back.

Be objective.

Use personas.

YOU ARE NOT YOUR USER

Axiom