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Hogeschool van Amsterdam Interactieve Media
User problems, scenarios and storyboards
UCD Hoorcollege blok 1 week 7
Hogeschool van Amsterdam Interactieve Media
Learning goals
By the end of the colleges and reading you should: Know what a context based scenario is Understand the role of scenarios is product development Know how to use personas to construct context based
scenarios
Hogeschool van Amsterdam Interactieve Media
Agenda
Types of scenarios
What is a context based scenario?
Steps in developing context based scenarios
The next stage
Summary
Hogeschool van Amsterdam Interactieve Media
Types of scenario
Hogeschool van Amsterdam Interactieve Media
Types of scenario
Alan Cooper identifies three types of scenario Context based scenarios Key path scenarios Validation scenarios
Hogeschool van Amsterdam Interactieve Media
Use of scenarios in product development
Each of these has a role in product development Context based scenarios are used to define user requirements Key path scenarios are used to define the interaction framework Validation scenarios are used to refine the design and make sure
it deals with exceptions and special cases
Hogeschool van Amsterdam Interactieve Media
Context based scenarios
Hogeschool van Amsterdam Interactieve Media
What are context based user scenarios?
Context based scenarios are stories (narrative tools) that use personas to describe what a user wants to achieve through use of a product in order to suggest a list of user requirements
They can also suggest what is wrong with the situation as is it is currently
Hogeschool van Amsterdam Interactieve Media
Why persona based?
Personas are archetypes of the various users of a product (or people with a particular problem)
Personas have goals and behaviours They want to achieve certain things and will behave in
particular ways to achieve them
Personas allow us to construct a story of an ideal usage scenario to help us develop (or change) products that allow users to achieve their goals Personas keep us at the level of goals rather than tasks in
initial development
Hogeschool van Amsterdam Interactieve Media
Tasks versus goals
Tasks describe how someone makes a product achieve their goals
Goals describe what they want to achieve by using the product
Hogeschool van Amsterdam Interactieve Media
Activity: Discuss the following questions with your neighbour
What task do I have to carry out when using an email system?
What goals might I have for when using an email system?
Hogeschool van Amsterdam Interactieve Media
Goals first, tasks later
If we focus on tasks first we get into detail too soon We do not know what is important and unimportant We have not thought about the user’s real problems
The first questions should be: Why do they want to use a system (their goals) What does the system have to offer to allow them to do this?
Goals allow us to focus on the why and what questions so that we can better fit the hows to the user’s goals Context based scenarios allow us to focus on why and what rather
than how in the initial stages of product development (Of course we have to look at how to create a product, but this is done
later in the process)
Hogeschool van Amsterdam Interactieve Media
Steps in developing context based scenarios
Hogeschool van Amsterdam Interactieve Media
Steps in developing context based scenarios
Hogeschool van Amsterdam Interactieve Media
Create problem & vision statements
The problem statement defines the objective of the product (or design for Cooper) It defines what needs to change for both the personas
(users) and the organization
The vision statement defines at a high level what the ideal solution will look like for both the user and the organization
Hogeschool van Amsterdam Interactieve Media
Example
Problem statement Company X has recently tried to grow its market share in the
profitable 55+ holidays market segment by 15%, but has not been successful as it conducts its business online only. This is because 55+ users feel that online travel agents lack the “personal touch” to design a holiday specifically for them and so they continue to use high street travel agents
Vision statement Company X’s new online booking system will allow 55+ users to
create individually tailored holidays comparable with those purchased at high street travel agents in a way equivalent or better than via a high street travel agent. This will allow company X to reach their goal of increasing their market share by 15%
Hogeschool van Amsterdam Interactieve Media
Brainstorm solutions
Brainstorming is a process of generating ideas on a specific topic quickly
In context based scenarios its role is to get your initial ideas for solutions out of your head so that you can look at the problem more openly
These solutions might not be the final solution! But getting rid of preconceived ideas can open your
thinking to other solutions
Hogeschool van Amsterdam Interactieve Media
Identify persona expectations
The purpose of this stage is to identify the goals and expectations of the personas
Based on the personas you should be able to decide what they would expect the product to deliver (their end goals) and how they would expect it to work in an ideal world (their experience goals) This can also be done via brainstorming too (but only after
the solution brainstorming)
Hogeschool van Amsterdam Interactieve Media
Construct context scenarios
Context scenarios are stories that put the persona into a “real-life” situation where they use the product
Imagine situations where the persona(s) have to use the product to achieve their goals in everyday terms Write them down and storyboard them Do not focus on tasks, just what they want to achieve
Pretend for now that the product is magic
Be general
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Things to consider in constructing context scenarios
What are the key activities that the persona needs to do to achieve their goals?
What is their expected end goal(s) from using the product
Where and when will the product be used? Will be used for a long or for a short amount of
time? Is the persona frequently interrupted? What other products are used with this product? What is the skill, knowledge levels of the persona -
is complexity allowed?
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Storyboards
Cooper does not recommend making a storyboard for context based scenarios
However, they can be useful
Visualizing the story helps Clarity Consistency Communication
We recommend that you do this here
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Example storyboard
Hogeschool van Amsterdam Interactieve Media
Identifying user needs
Having written (and storyboarded) your scenario you can now look to see what the user needs are
Needs consist of Objects - actual things they need such as screens, buttons,
etc. Actions - things they need to be able to do such as sending
email, paying, etc.
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Next stages - good advice
Hogeschool van Amsterdam Interactieve Media
Summary
Scenarios are used in the early stages of a product development process to: Identify user needs Develop initial interaction design Refine design and deal with exceptions
Scenarios are based on personas Focus on goals not tasks
Context scenario development is the first stage of the process