Personas, Scenarios, User Stories, Use Cases (IxDworks.com)
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description
IxD approach introduction.
Transcript of Personas, Scenarios, User Stories, Use Cases (IxDworks.com)
Personas, scenarios, and user stories
From “huh?” to “how?”
IxDworks.com 2014
User-Centered Design
User-centered design approaches
‣ Are done in a way of “setting the scene”
‣ Gather reflections on the problem domain, user’s goals and real context
‣ Give new perspectives on features and wish lists
‣ Enriches and supports communication between team members and other stakeholders
‣ Require commitment
Not...
...not used to answer business questions, reflect customer segments nor to describe
detailed technical solutions.
Not a painting, but a set of certain brushes.
Data
Primary
SecondarySupplementaryPoliticalNon-persona
Persona Scenario Use Cases
A-1
A2, A3...B1, B2, B3...
A1-a, AI-b
A2-a, A2-b...A3-a, A3-b...B1-a, BI-b...
UsersGoals
What will your product do?
Goals
Umm...?
I want to get from Paris to Berlin safely and efficiently.
1850’sI want to get from
Paris to Berlin safely and efficiently.
About Face 3, :The Essentials of Interaction Design (2007)
+
Goal Tasks
1850’s 2014I want to get from
Paris to Berlin safely and efficiently.
About Face 3, :The Essentials of Interaction Design (2007)
+ +
Goal Tasks
ExperiencegoalsFeeling/being, e.g.
Feel cool
Become admired
Remain focused
EndgoalsDoing, e.g.
Share a photo
Find a best deal
Do assignment Tasks
Tasks
Tasks
• Foundation for the design
• Ground for discussion
• A “reality check”
• Empathy
• Easier to relate (than to e.g. flow chart)
Why goals?EndgoalsDoing, e.g.
Share a photo
Find a best deal
Do assignment
Personas
I work with flora
About Face 3 (p. 78)
Gardeners
About Face 3 (p. 78)
I have a garden at home
I work at thebotanic center
I’m a landscape architecture
= raw data
I work with flora
Persona
• Describes imaginative users archetypes.
• Is based on the real research and observation. • Shows user goals and their behavior patterns
Does not substitute testing with and talking to the real people!
Example template, yours can look different!
Background Bio
Name, (age), occupation, education
Photo(s)Description
E.g. use environment or context, where the problem occurs and current solutions and frustrations.
Goals
• What are the user’s end goals?
• 2-4 end goals and 0-1 life goals is enough for this workshop
Mapping
E.g. computer skills, necessity vs fun, quality vs price.
Example template, yours can look different!
Petter Tamm
44, works at the botanic garden, father of two children
Goals
• Wants to manage bulk orderings more efficiently
• Is looking for quality reviews about new products
Reads reviews to find best...
quality price
As a lead gardener, Petter is responsible in ordering nutritions and specific soil for the plants for the city’s botanic garden. Currently he has to do bi-weekly orders over the phone from his office, calling manufacturers one by one.
Persona ≠ Stereotype Empathy and sensitivity to subjects vs.
biased caricatures.
Spanish studentMaria
Psychology studentIsabella
Before moving ondefine “what” of your project
What need does it serve?
Scenarios
Scenarios• Stories that help understand interactions
• A cheap way to illustrate design solution from user’s point of view
• Tell user’s goals, motivations and actions
“What should this product do?”
“How would user behave in this context?”
“What if...?”
Scenarios
• present-based
• Focus is set on current practices that illustrate ‘state of the art’ and the problem context
• future-based
• Focus on how problems could be addressed (without diving into much details).
Scop
e of
wor
k
It’s friday afternoon. Petter opens his desktop computer at the botanic center’s office. He wantsto be quickly done with the extra flower soil orders.
Petter decides to order the same combination of products as four weeks ago, but in smaller quantity. He does not order nutritions this time.
Petter is not interested in staying at the office long. As soon as the order is done, he leaves work to pick his daughter from school.
Context-based scenario
It’s friday afternoon. Petter opens his desktop computer at the botanic center’s office. He wantsto be quickly done with the extra flower soil orders.
Petter decides to order the same combination of products as four weeks ago, but in smaller quantity. He does not order nutritions this time.
Petter is not interested in staying at the office long. As soon as the order is done, he leaves work to pick his daughter from school.
Story background, settings Goal “quick extra orders”
Motivation: efficiencyHigh level actions
(e.g. re-ordering x with changes, not ordering y.)
• In what settings will the product be used?
• Is the persona frequently interrupted?
• With what other products will it be used?
• What primary activities does the persona need to perform to meet her goals?
• What is the expected end result of using the product?
User StoriesUse Cases
User Stories
A simple description template for the (one) goal the user wants to do with your product.
As a (role) I want to do (what),
so I can benefit (how).
As a touristI want to find the cheapest
public transport route from Airport to my Hotel
so I can save money.
User Stories
Epic / Saga user stories
Theme user stories Theme user storiesTheme user storiesTheme user stories
Theme user storiesTheme user stories
Adopted from Mike Cohn
User stories with clear conditions of satisfactions
Use Cases
A step-by-step description of one process, which helps the user (and other actors) to achieve a result.
Components: Use Case, Actors, Steps
Example
Use Case – Search of the cheapest public transport route. Actor – TouristSteps –
1. Specify “from” and “to” locations2. Select day and time of a) arrival or b) departure3. Show search results with the cheapest price first
Use Cases
As a side note...
Design issues
Elastic userSelf-
referential design
Fits opinions Inside jokes
Edge cases
Extremes
“Eurekas!”
Isolation
Exercise 2
For your team’s project:create 1 persona, 1 scenario and few
user stories or use cases.
Reference
• Cooper, A., Reinmann, R., Cronin, D. (2007). About Face 3: The Essentials of Interaction Design. England: Wiley
• Goodwin, Kim. 2001. “Perfecting Your Personas.” Cooper Newsletter, July/August.
