Checkpoint 3.2

Question 1

Persona

Answer 1

Fictional characters that designers create to represent types of users

Question 2

Proto-persona

Answer 2

Personas based on designers intuition and anecdotal experiences

Question 3

User Journey

Answer 3

The journey a user will take before, during, and after interaction with a product or service

Question 4

Scenarios

Answer 4

Involves at least one actor and gives context to how a product is used. Can be task-based and narrow, or task-based and broad

Question 5

User Story

Answer 5

Describes the type of user, what they want and why

Question 6

Journey mapping

Answer 6

Maps out expectations, touchpoints, highs and lows of the user journey

Question 7

Touch-points

Answer 7

Anytime and user comes into contact with either the product or a representation of a product

Question 8

Decision Points

Answer 8

Points along the user journey that involve choices and decision

Question 9

Influence

Answer 9

Different factors may influence how people approach/complete tasks

Question 10

Bias

Answer 10

Factors that can skew data in an interviewing process

Question 11

Persuasion

Answer 11

How a design influences human behavior

Question 12

Behavioral Change

Answer 12

Modification of behavioral patterns. Typically broken down into 6 steps

Question 13

Humans make choices in response to the following stimuli…(list 5)

Answer 13

Circumstance, necessity, emotion, environment, social influences

Question 14

Friendliness bias/Acquiescence bias

Answer 14

User tells you what they think you want to hear

Question 15

Framing effect

Answer 15

Response differs based on framing of the question

Question 16

Confirmation bias

Answer 16

Interpreting information in a way that supports their existing belief

Question 17

Hindsight bias

Answer 17

Perceiving past events as more predictable than they were

Question 18

Social desirability bias

Answer 18

Wants to look good

Question 19

Sunk cost fallact

Answer 19

Continue to do something that isnt working because you’ve already invested effort

Question 20

Illusion of transparency

Answer 20

Overestimating how much they know about what someone else is thinking

Question 21

Clustering bias

Answer 21

Identifying patterns, even where no pattern exists

Question 22

Implicit bias

Answer 22

Holding implicit associations about certain groups and their behaviors

Question 23

Fundamental attribution error

Answer 23

Attributing errors to someones internal characteristics rather than their circumstances

Question 24

Tasks are influenced by these 4 factors

Answer 24

Ability, perception, attitude, attribution

Question 25

Pre-contemplation (behavior change)

Answer 25

before deciding to make a change

Question 26

Contemplation (behavior change)

Answer 26

Thinking about all the factors involved in the change

Question 27

Preparation (behavior change)

Answer 27

Gathering information and resources and learning what it takes to make the change

Question 28

Action (behavior change)

Answer 28

Doing something related to the change you want to make

Question 29

Maintenance (behavior change)

Answer 29

Continuing or repeating the new behavior on a regular basis

Question 30

Relapse (behavior change)

Answer 30

Going back to behaviors from before the change

Question 31

List the 6 stages of behavior change

Answer 31

Pre-contemplation, contemplation, preparation, action, maintenance, relapse

Question 32

6 stages of the purchase funnel

Answer 32

Awareness. Interest. Consideration. Intent. Evaluation. Purchase.

Question 33

Purchase Funnel

Answer 33

A key marketing tool for conceptualizing the stages of a customer interaction.

Question 34

SMART goals

Answer 34

Specific. Measurable. Achievable. Realistic. Time-Bound.

Question 35

Time on Task KPI

Answer 35

Time that user need to complete a task, as measured during usability testing

Question 36

Error Rate KPI

Answer 36

Number of user errors divided by total number of attempts

Question 37

Task Success Rate KPI

Answer 37

Number of successfully completed tasks divided by the total number of attempts

Question 38

Navigation versus Search KPI

Answer 38

Number of tasks completed using search or navigation divided by the total number of tasks completed

Question 39

Customer Satisfaction Scale KPI

Answer 39

Customer satisfaction can be gauged in various scales, 1-10, smiley vs sad face etc

Question 40

Attitudinal KPI's

Answer 40

System Usability Scale (SUS). Net Promoter Score (NPS). Customer Satisfaction (CSAT)