Persona Modeling Process

Persona Modeling Process: from

Microdata-based Templates to

Specific Web Ontologies

Stefan Negru, Sabin Buraga

FACULTY OF COMPUTER SCIENCE, AL. I . CUZA UNIVERSITY OF IASI, ROMANIA

4th International Conference on Knowledge Engineering and Ontology Development

KEOD 2012 – Barcelona, Spain

MOTIVATION

“The Semantic Web is not a separate Web but

an extension of the current one, in which

information is given well-defined meaning,

better enabling computers and people to work in cooperation. “ -- Tim Berners-Lee

Faculty of Computer Science UAIC Iasi, Romania KEOD 2012

AGENDA

What are Personas Personas Methodology

Personas Template

Developed Microdata Schemas

Microdata &/vs. RDFa

Personas Ontology

In Practice

Future Work and Conclusions

WHAT ARE PERSONAS ?

WHAT ARE PERSONAS GOOD FOR ?

http://www.flickr.com/photos/10ch/1907964320/

PERSONAS METHODOLOGY

A persona is the archetype of the ideal group of

users for a certain product/application.

It is used to collect user specific information

(interests, goals, frustrations, etc.).

• Often done on paper

• Based on user interviews

• Containing fictional information

• Difficult to validate the information collected

against real users

• Difficult to select the right users, based on

these personas for the usability tests

What do we need to make it better ?

PERSONAS REVIEWED…

• Often done on paper

• Based on user interviews

• Containing fictional information

• Difficult to validate the information collected

against real users

• Difficult to select the right users, based on

these personas for the usability tests

PERSONAS TEMPLATE

1. Type and Background Information

2. Main Details

4. Other Details

3. Scenarios

ANOTHER (HTML5) TEMPLATE ?

Faculty of Computer Science UAIC Iasi, Romania KEOD 2012 http://www.flickr.com/photos/bioxid/4293394187/

Microdata & RDFa Microdata

• “mechanism allows machine-readable data to be embedded

in HTML documents in an easy-to-write manner, with an

unambiguous parsing model.”

http://www.w3.org/TR/microdata/

• was initially designed as a simple subset of RDFa and

Microformats, primarily focusing on the core features of RDFa.

RDFa Lite

• “RDFa Lite is a minimal subset of RDFa, consisting of a few

attributes that may be used to express machine-readable data

in Web documents like HTML, SVG, and XML.”

http://www.w3.org/TR/rdfa-lite/

• contains all of the simplicity of Microdata coupled with the

extensibility of and compatibility with RDFa.

Microdata vs. RDFa

Microdata RDFa 1.1 Lite*

w3c working draft, part of HTML5 w3c standard as June 2012

Similar markup

Anyone can define their own custom vocabularies

Not supported datatypes of literals

Not supported XML literals.

Not supported vocab

Not supported prefix

* RDFa 1.0 was XHTML specific.

Microdata & RDFa SOLUTIONS Some existing solutions to annotation the HTML5 template:

Microdata schemas:

http://schema.org/Person

RDFa syntax using some existing vocabularies:

http://xmlns.com/foaf/spec/

http://rdfs.org/sioc/spec/

INCOMPLETE INFORMATION … [ a schema:Person;

schema:givenName "Jane"@en-us;

schema:familyName "Doe"@en-us;

schema:gender "Female"@en-us;

schema:birthDate "1989-05-11"^^xsd:date;

schema:image <student.jpg>;

schema:location [ a schema:Place;

schema:name "City,Country"@en-us ];

schema:worksFor [ a schema:Organization;

schema:jobTitle “Graduate Student"@en-us;

schema:name "Univ. City,Country"@en-us ];

schema:alumniOf [ a schema:EducationalOrganization

schema:name "Univ. City,Country"@en-us ] ]

HOW TO IMPROVE IT ?

Faculty of Computer Science UAIC Iasi, Romania KEOD 2012 http://www.flickr.com/photos/mmmmmrob/2547945441/

DEVELOPED MICRODATA SCHEMAS

1. Persona - An archetype representing a fictional person or a

group of persons.

2. Scenario - a collage of events or series of actions and events,

which takes place under certain conditions.

3. Context - The circumstances that form the setting for an event or

a scenario.

4. Disability - Categories of physical or mental disabilities.

5. Other Schemas developed: UsabilityTesting, Task.

These types are developed as extensions to schema.org.

DEVELOPED MICRODATA SCHEMAS

Other existing types have been reused: Person,

Place, Event, Product, ImageObject etc.

Other types might need to be defined: Emotion,

Personality, SoftwareApplication etc.

PERSONA - MICRODATA SCHEMA DEVELOPED

Property Expected Type

personaType Text

minHeight, maxHeight, minWeight, maxWeight, minBustSize, maxBustSize,

minWaistSize, maxWaistSize, minFeetSize, maxFeetSize

experienceGoal, endGoal,lifeGoal, businessGoal, technicalGoal,

experienceGoal

experienceLevel, technicalLevel Text

disability Disability or Text

myerBriggs Personality or Text

affectiveState Emotion or Text

frustrationPOint Text

userRole Text

scenario Scenario or URL

context Context

topicInterest Thing

SCENARIO - MICRODATA SCHEMA DEVELOPED

product Product or Application

scenarioName Text

userTask Text (or Task)

productTask Text (or Task)

interactionMedium (Touch, Gestural, Mouse+keyboard) Text

context Context

participant Person

usabilityTest (a scenario might belong to an usability test) Text (or UsabilityTest)

evaluatedElements (elements of the interface) Text

Context - MICRODATA SCHEMA DEVELOPED

contextType Text

location Place or PostalAddress

event Event

sensorData Text

geo GeoCoordinates or

GeoShape

photos Photograph or ImageObject

reviews Review

USING THE MICRODATA SCHEMAS

schema:personaType "Primary"@en-us;

schema:mainPoint [ a rdf:Bag;

rdf:_1 "Experience with Android OS;" @en-us;

rdf:_2 "connected socially to most of her colleagues and some teachers. "@en-us.];

schema:technicalLevel "Medium"@en-us;

schema:businessGoal "increase knowledge"@en-us;

schema:experienceGoal "getting a proper education“ @en-us;

schema:frustrationPoint [ a rdf:Bag;

rdf:_1 "hard to use"@en-us,

rdf:_2 "no feedback provided"@en-us. ];

schema:lifeGoal "be productive"@en-us;

schema:scenario [ a <http://schema.org/Scenario>;

schema:description "she will check grades and progress online"@en-us ] ]

More details and examples are provided in our paper.

HOW TO IMPROVE IT ? – PART 2

Faculty of Computer Science UAIC Iasi, Romania KEOD 2012 http://www.flickr.com/photos/mmmmmrob/2547945441/

PERSONAS ONTOLOGY OVERVIEW

PersonasOnto IN DETAIL Class Name Subclasses

AffectiveState Emotion, Feeling, Mood

Context Intangible, Tangible, Place, Time

Disability VisualImpairment, HearingImpairment, GustatoryImpairment,

IntellectualImpairment, MentalEmotionalDisorder, SomatosensoryImpairment,

DevelopmentDisability

Goals BusinessGoals, EndGoals, ExperienceGoals, LifeGoals, TechnicalGoals

Organization Corporation, EducationalOrganization, GovermentOrganization, Group,

MediumBusiness, NGO, SmallBusiness, SportsTeam

Person Participant, Persona*

Personality --

Resource Document, Image, Product

Scenario --

Task InteractiveTask, NonInteractiveTask

UsabilityTest --

*it can be viewed as a social role or character of a person.

IN PRACTICE …

• Using the obtained information from the personas document in

order to replicate the desired context

• The context has a direct impact on the user performance on

certain tasks

FUTURE WORK

• Automate the process of preparing the personas document

• Automatically validate persona information against real user

information

• Automatically select human (based on social network profile)

for user testing/usability testing

CONCLUSIONS

• We developed

• an HTML5 template for Personas

• several Microdata Schemas

• PersonasOnto ontology

• These vocabularies open new possibilities regarding:

• automatically validation and generation of personas

• linking the data extracted with other data in the spirit of

Linked Data initiative

RESOURCES Personas Template:

• http://blankdots.com/open/personas/

Proposed Personas and Usability Testing extensions to schema.org

• http://blankdots.com/open/schema/

PersonasOnto

• http://blankdots.com/open/personasonto.owl

PersonasOnto documentation using LODE service

• http://tinyurl.com/personasonto

THANK YOU

Stefan Negru

• stefan.negru@info.uaic.ro

• http://blankdots.com

Persona Modeling Process

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