Checkpoint 3.2 Flashcards
Persona
Fictional characters that designers create to represent types of users
Proto-persona
Personas based on designers intuition and anecdotal experiences
User Journey
The journey a user will take before, during, and after interaction with a product or service
Scenarios
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
User Story
Describes the type of user, what they want and why
Journey mapping
Maps out expectations, touchpoints, highs and lows of the user journey
Touch-points
Anytime and user comes into contact with either the product or a representation of a product
Decision Points
Points along the user journey that involve choices and decision
Influence
Different factors may influence how people approach/complete tasks
Bias
Factors that can skew data in an interviewing process
Persuasion
How a design influences human behavior
Behavioral Change
Modification of behavioral patterns. Typically broken down into 6 steps
Humans make choices in response to the following stimuli…(list 5)
Circumstance, necessity, emotion, environment, social influences
Friendliness bias/Acquiescence bias
User tells you what they think you want to hear
Framing effect
Response differs based on framing of the question
Confirmation bias
Interpreting information in a way that supports their existing belief
Hindsight bias
Perceiving past events as more predictable than they were
Social desirability bias
Wants to look good
Sunk cost fallact
Continue to do something that isnt working because you’ve already invested effort
Illusion of transparency
Overestimating how much they know about what someone else is thinking
Clustering bias
Identifying patterns, even where no pattern exists
Implicit bias
Holding implicit associations about certain groups and their behaviors
Fundamental attribution error
Attributing errors to someones internal characteristics rather than their circumstances
Tasks are influenced by these 4 factors
Ability, perception, attitude, attribution
Pre-contemplation (behavior change)
before deciding to make a change
Contemplation (behavior change)
Thinking about all the factors involved in the change
Preparation (behavior change)
Gathering information and resources and learning what it takes to make the change
Action (behavior change)
Doing something related to the change you want to make
Maintenance (behavior change)
Continuing or repeating the new behavior on a regular basis
Relapse (behavior change)
Going back to behaviors from before the change
List the 6 stages of behavior change
Pre-contemplation, contemplation, preparation, action, maintenance, relapse
6 stages of the purchase funnel
Awareness. Interest. Consideration. Intent. Evaluation. Purchase.
Purchase Funnel
A key marketing tool for conceptualizing the stages of a customer interaction.
SMART goals
Specific. Measurable. Achievable. Realistic. Time-Bound.
Time on Task KPI
Time that user need to complete a task, as measured during usability testing
Error Rate KPI
Number of user errors divided by total number of attempts
Task Success Rate KPI
Number of successfully completed tasks divided by the total number of attempts
Navigation versus Search KPI
Number of tasks completed using search or navigation divided by the total number of tasks completed
Customer Satisfaction Scale KPI
Customer satisfaction can be gauged in various scales, 1-10, smiley vs sad face etc
Attitudinal KPI’s
System Usability Scale (SUS). Net Promoter Score (NPS). Customer Satisfaction (CSAT)
