User Research - Personas

Question 1

Semi-structured Qualitative Interviews

Answer 1

• Applied when you need to understand users’ point of view while naturally interacting
• Possible to understand users’ values, perceptions and experiences
• Prepare a set of topics to be covered and allow the introduction of new ones or to go deeper in some topics

Question 2

Semi-structured Qualitative Interviews - Pros

Answer 2

• Can be very informative and helpful, but only if they are used correctly and for the right things.
• It is possible to ask why but sometimes difficult to achieve the what

Question 3

Semi-structured Qualitative Interviews - Cons

Answer 3

Not to good to ask about unremarkable activities

Question 4

When should Semi-structured Qualitative Interviews be used?

Answer 4

In exploration phase, in order obtain better understanding of your users and their routine.
Context is important because it is easier to capture the meaning and needs in tasks. This kind of thread raises the opportunity to identify personas and scenarios.

Question 5

Semi-structured Qualitative Interviews - Concept Exploration

Answer 5

• Explore concept ideas during the early stages of the development process by using low fidelity prototypes
• Ask users about problems and desires they have about your problem space, avoid asking for evaluation
• When asking about areas concerned with your concept but not revealing the one

In addition, with observations
* If you are in the context with the user, you can ask them for clarification after they do a specific task

Question 6

Steve Portigal about Follow-up Questions

Answer 6

ideally—”you should only ask one kick-off question and allow the rest of the interview to flow naturally from there”

Question 7

Persona: what is?

Answer 7

Used to characterise users of an interactive system during design.

A persona is a short description of a fictional character that illustrates a known group of a product’s users. The character is named, pictured and given biographical details.

Their pattern behaviours, needs and goals when interacting with the product are outlined.
All these are derived by the user research!

Question 8

Persona: Characteristics

Answer 8

• Are not real people, but they represent them throughout the design process
• Are hypothetical archetypes of actual users
• Although they are imaginary, they are defined with significant rigor and precision
• Make up their names and personal details

Question 9

How to create a persona:

Answer 9

Personas are defined by their goals.

Start with a reasonable approximation and quickly converge on a believable population of personas.

Give your persona a name.

Stereotypical personas are more effective if the stereotyping lends more credence to the persona.

Question 10

When to create a persona?

Answer 10

• Do it early on the project
• Can be used to inform requirements, ideation, user
  journeys, visual design, etc.
• Should be developed by the whole team!

Question 11

Personas’ Generation Process

Answer 11

1. Understand your product’s users with research and statistics
2. Examine data for themes and patterns
3. Arrange those patterns around individual characters
4. Bring characters to life with biographical information and imagery

Question 12

What to include in a Persona:

Answer 12

• Name and Gender
• Image
• Age
• Biography
• Location
• Occupation
• Salary
• Personal Quote
• Description of User Segement
• Attitude to Technology
• Context of Use
• Customer Segmentation Data
• Key Drivers
• Key Goals and Needs
• Pain Points

Question 13

What is the Primary Persona?

Answer 13

• The primary persona is the individual who is the focus of the design.
• To be primary, a persona is someone who must be satisfied but who cannot be satisfied with an interface designed for any other persona.