Personas - Ensuring User Centered Design Flashcards
If we don’t understand our users…
… We make decisions for ourselves (self- referential design) from what we “think” will work.
Disorganized assumptions result in
…ghost personas.
What is the purpose of Personas?
Differentiate our own versus the user’s experience. To create products that are useful, usable, and desirable for our customers, we have to understand who our users are and what they need.
What is the difference between marketing and UX personas?
UX personas display a user’s NEEDS.
A persona is…
…a single representation of a cluster of target users who represent similar behaviors, goals, and motivations.
What are personas?
Themes represented with a human “mask” that makes the data more relatable & memorable.
What are archetypes?
Themes represented without a human “mask”.
What are mindsets in the context of research?
Motivations and attitudes are the root element. Data is represented similarly to archetypes.
Why are personas memorable?
They use our brain’s inherent ability to remember stories.
Experience taking
Our human ability to have the emotions, thoughts, beliefs and internal responses of a fictional character
Theory of mind
Our human ability to predict someone’s behavior by understanding their mental state.
Empathy
Understand, relate to, and share the feelings of other people
storytelling
Create, tell, and remember stories
What is a silo?
Rigid thinking “inside a box”
Persona Creation
1Build a cross-functional persona team.
2State the goal for the personas.
3Outline research questions.
4Understand your project’s unique needs.
Broad Scope
Narrow Scope
How personas are made
Quantitative Research
Qualitative Research
Approches to creation
Interviewing strategies
What is a rolling sample?
Interviewing rounds of 5 users (per type) until you don’t learn much from new interviews (Saturation Point).
Interview saturation point
When the new data generated from research is no longer worth it.
Attributes
Things about people that you are comparing. You explore these in the grid template.
Dimensions
When we move the attributes into the horizontal line layout to map participants visually, we call these dimensions, because we’re exploring where the fall into these attributes (low, high, or categorical)
Analysis & Segmentation by attributes
find pattern, correlation, and differences.
Segments
When you draw circles around the participants that you are choosing to group together because they are closely related across all attributes, we call this a segment. They represent a segment of your larger sample that have many similarities.
Segmenting
Define research Qs
Get data
Find patterns in data
Base personas on found patterns
Personas
Once we represent the data from the segments as a person, then it is a persona.
Themes
When you find multiple participants that fall near each other across multiple dimensions we call this a theme in the data.
Cognitive Walkthroughs
Evaluate features through the eyes of each personas.
Scenario
Short stories about a persona. How they use the product or service to
complete a task or goal. (158)
Agile using Personas
Story mapping
Sprint Planning
Daily Standup
Design Review
Backlog Grooming
Retrospective
Define Steps from above
Personas
Once we represent the data from the segments as a person, then it is a persona.
Affinity Mapping
Finding segments using many data sources
