Mimuw hci2021-5
- 3. user
- 5. Came with a speci fi c goal — Is looking for speci fi c information — Wants to perform a speci fi c action — Wants to be entertained
- 6. Constraints — Is in a hurry — Doesn’t care — Is not paying attention — Has a short attention span
- 7. I. De fi ning the audience
- 8. Who cares? Many apps and websites fail because they solve problems that nobody cares about.
- 9. Audience — Shared goals and values — Not fi xed traits like gender, age etc
- 10. Goals — What is the value of your product to its users? — What goal do the users want to achieve?
- 12. Personas — Fictitious yet realistic representations of your target users — Created out of complex user data!!! — Create user empathy among your development team
- 15. Personas—why I don’t use them — Fictitious yet realistic representations of your target users — Created out of complex user data!!! — Create user empathy among your development team (?)
- 17. Traits — What traits make people likely to use your product? — What do your users have in common? — What are the di ff erent ways they use your product?
- 18. Scenarios — Brief stories about a person using your product or service to complete a speci fi c task
- 19. Scenarios — actor — motivator — intent — action — resolution
- 21. Scenario — Joanna is going on a holiday with her family. She needs to book a trip that’s a ff ordable and attractive.Joanna browses the site to fi nd a trip. She looks closely at the various destinations to fi nd one that meets her needs. She considers price and user ratings heavily as she shops.Joanna selects and books a trip.
- 22. Scenario — Joanna — is going on a holiday with her family. — She needs to book a trip that’s a ff ordable and attractive. — Joanna browses the site to fi nd a trip. She looks closely at the various destinations to fi nd one that meets her needs. She considers price and user ratings heavily as she shops. — Joanna selects and books a trip.
- 23. II. Getting to know your audience
- 24. Not an empty set… — Find at least one person who states having the goals or problems you are solving — Talk to them!!!
- 28. Qualitative research — Open-ended — Why? How? — Can be skewed because of small numbers Quantitative research — Closed set of options — How many? — Big numbers protect against randomness
- 29. Interviews — Don’t ask biased questions — Talk about needs, not solutions — Let them talk…
- 31. Analytics — Look for patterns — Be very cautious — Beware of small numbers
- 33. Research — GUS — NN Group — Market Research Companies — …
- 34. Tools — Eye tracking — Heat maps (Hotjar) — Cookies / Tracking — Feedback forms
- 37. Empathy Map
- 40. “I like it when things just happen” — Travels on impulse — Gets info from friends — Time from planning to booking short — Is looking for unique places
- 41. “Traveling is our family time together” — Traveling as a social activity, with friends and family — Trusted, safe destinations — Planning to get the best deal and the time that suits the whole group
- 42. “Traveling is our way of life” — Travels for 3–4 months every year — Does not want to repeat destinations — Knows how to fi nd transport, get around
- 43. GOALS NEEDS LIKES — Wants to book an interesting trip NOW — Wants to fi nd a family trip for a group of 5 travellers in June — Wants to go to New Zealand and travel around the island — Inspiration — Many options — Insider tips — Low cost options — To feel surprised — Good deals — Places that no-one else knows S P ON TA NEO US PL ANNER TRAVELER