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The document discusses the concept of persona modeling as a tool to better understand audience attributes beyond demographics, focusing on factors like persistence with technology, risk tolerance, emotional attitudes, and cognitive abilities. It emphasizes the importance of asking the right questions to accurately represent users, ultimately aiding in better design decisions. The persona modeler serves as a framework for visualizing users and can be applied with any amount of data, bridging the gap between traditional demographics and more nuanced user research.
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- 1. Seeing audiences take shape Persona modeler @danachis
- 2. Matthew Attorney House in Brooklyn Married Loves his Blackberry Hates email Reads NYTimes on iPad Addicted to Words With Friends
- 3. Buying tickets on a university web site for the Big Game
- 4. Edith Follows Detroit Tigers Hates ESPN.com Loves face-to-face online
- 5. Dennis Building contractor Cell phone is for calling home Very tuned in to current events Sees no usefulness in Facebook
- 6. Jane 1,000-acre farm Tweets soil chemical readings Tablet instrumented to aggregate data
- 7. You: Designer How do these people fit into your audience? Think about each of the people as you answer these questions:
- 8. What can we say about how persistent the person is?
- 9. How pro-active will this person be in solving problems?
- 10. How easily will this person become frustrated?
- 11. How tech savvy is this person?
- 12. How literate is this person in the domain?
- 13. Little data, lots of assumptions
- 14. How old are they? 54 83 28 60 Matthew Edith Dennis Jane Blackberry-loving ESPN.com-hating Facebookwhat? Farmer nerd Brooklyn attorney Hangouts fan
- 15. How old are they? How educated are they? How much money do they make?
- 17. If demographics don’t matter, what do you do?
- 18. Ask the right questions • persistence with tech • tolerance for risk & experimentation • how patient, how easily frustrated • tech savviness, expertise • strength of tech vocabulary • physical or cognitive abilities
- 19. • Attitude motivation, emotion, risk tolerance, persistence, optimism or pessimism • Aptitude current knowledge, ability to make inferences, expertise • Ability physical and cognitive attributes
- 20. ! Persona modeler
- 21. Persona modeler is a tool ‣ Focus on the attributes that matter ‣ Accounting for what the user brings to the design ‣ Checking that personas cover the right things ‣ Scales for the amount of data you have
- 22. Task + functionality Buying tickets on a university web site for the Big Game
- 23. Matthew Attorney House in Brooklyn, married Assistant books reservations Loves his Blackberry Hates email Reads NYTimes on iPad Addicted to Words With Friends Doesn’t spend a lot of time on the Web Avid hiker and birder Bad knees Needs Rx eyepiece for scope
- 24. M M M ! Where does Matthew fit?
- 25. Edith Avid sports fan Follows Detroit Tigers Hates ESPN.com Loves face-to-face online Picked up Skype early, quickly Prefers Google Hangouts Dropped FaceTime - gestures were frustrating
- 26. E E E ! Where does Edith fit?
- 27. Dennis Building contractor Married to a nurse They have 2 kids 8-year-old cell phone Gets current events on the Web Sees no usefulness in Facebook Trouble sleeping, easily distracted PTSD
- 28. D D D ! Where does Dennis fit?
- 29. Jane 1,000-acre farm 12 different systems every day Tweets soil chemical readings Smartphone alerts from exchanges Tablet instrumented to aggregate data Minimized manual input Arthritic thumbs Needs stronger progressive lenses
- 30. J J J ! Where does Jane fit?
- 31. D M E J DM E J D E MJ ! Persona modeling
- 33. Subtlety of affordances Size of targets Directness of the happy path Feedback modalities Labeling & trigger words Amount of copy Wording of instructions & messages
- 34. What would you do next if you had this tool? What would be different for your design?
- 35. Persona modeler • Designing for attitude, aptitude, & ability • Accounting for what the user brings to the design • Checking that personas cover the right things
- 36. Big ideas Persona modeler: fast way to visualize users by asking important questions framework for talking about who users are can tell which users might be missing works with any amount of data middle ground between demographics and research-based personas
- 37. Where to learn more Dana’s blog: http://usabilitytestinghowto.blogspot.com/ Download templates, examples, and links to other resources from www.wiley.com/go/ usabilitytesting