SlideShare ist ein Scribd-Unternehmen logo
1 von 37
Downloaden Sie, um offline zu lesen
Beyond TaskBased Testing:
Interviews &
Personas
October 29, 2013
Darlene Fichter
Jeff Wisniewski
Road Map
 What’s

a persona?
 Benefits of personas
 Isn’t task based testing enough? Do I
need to do personas too?
 How to create personas


Interviewing and other methods

 How

to use personas
Caveats
 Design

/= visual design
 Design = product design as a whole from
features, colors, interactions, content,
organization, etc.
Personas
 Personas

are “stand ins” or hypothetical
archetypes created to represent the
primary user segments for your web site
 Each persona represents a key user type
that shares demographic
characteristics, needs, behaviours, and
environment
Personas
 Although

personas are imaginary they are
derived from user research
 Each persona is given a name and
personal details to make them more
realistic











second year graduate student in
Biological Enngineering
currently splits her time between class
work, time in the lab, and studying from
home
since much of her work is either course
driven or in the lab, she does not
consider herself a particularly heavy
library user
tends to rely on lectures rather than
library resources
uses company websites quite frequently
for information on the lab products she
uses and uses professional association
sites for recent papers and information
on developments in her field
uses the popular search engines initially
to get a sense of what types of
materials are out there then moves to
Web of Science and Compendex for
access to journal articles

Amy (SooJin)










if she can avoid going to the
library, she will
at home she always connects
through remote access to get
access to full articles through the
databases for which the library has
subscription
interested in doing exhaustive
searches for journal articles on her
dissertation topic
no one has shown her how to use
the full breadth of the resources and
functionality of e-Journal on the
library web site; she has a sense
there are more resources and tools
than she knows about
uses ILL often to gain access to
articles that she cannot access
through Pitt subscriptions
Customer Segments to
Personas
 Originated

in the 1930’s for marketing
brands started using fictional characters
to represent a customer segment
 Alan Cooper, a software
developer, coined a related term and
similar practice: personas.
 His book The Inmates are Running the
Asylum popularized the use of personas
and designing for “archetypal users”.
Benefits of Personas
#1 “User” Centered Design
 Way

to have users attend all your design
meeting that representative of the major
user types
 Each persona has the weight
 Personas are based on and embody
what we know about our library’s web site
users

Personas
keeping it about the user
#2. Support Evidence Based
Decision Making
 Way

to harness the user research data to
inform web site development
 Easier to remember a persona than pages
of facts and figures: path data, survey
results, interview summaries etc.
 Share abstract data in a compelling and
memorable way

Personas
encapsulate evidence
#3 Where to put design effort
 Personas

spell out what the site needs to

do
 Persona goals and task provide a focus
-Avoid scope creep
- Elastic band users

Personas
provide focus
#4. Communicate to
Stakeholders in a Language
Understood by Everyone
 Easy

and fun way to communicate design
decisions
 Keeps the focus on the user
 Avoid “geek” speak

Personas
speak to everyone
#4 Build Consensus and
Commitment to the Design
 Communicate

a common direction
 Reduce the need for extremely detailed
specifications. Nuances of behaviours
and preferences are captured in the
persona and narratives

Personas
build shared vision
Task Based Testing
 How

personas work with task based
testing
Task Based Testing
 Extremely

useful
 Evidence of how users actually use your
site

Are you getting the most value out of your task based testing
investment?
Task Based Testing
 Even




on a shoestring, still resource intensive

Usability testing takes time
Only do one test or maybe 2 or 3 iterations due to
resource constraints

 Most

designs need many iterations

Using personas allows you to raise the base level of the
design that you use for task based testing
Small Studies & Representative
Sample
A

small “shoestring” usability study usually
can only pull in a few participants broadly
categorized by age, gender, year in
school if an educational
setting, department/profession in a firm
etc.
 But are these the broad categories that
help us zero in on primary user types?
The Tasks
Where do the tasks come from?
 Some are easy. i.e. frequently used on
the web site now. We know that our 30
study rooms are booked around the clock
from the online form.
 What about designing bookable study
room form on the mobile site? Is there
interest? How/when/where/who would
use it and what’s the best design?
Tasks
Some Tasks are Tar Pits


Find an article on ....
 Do

we know based on user research (or just
on our personal hunches) the typical way this
questions is approached by primary user
types? What happens when they have too
large a search result? Null result?



Find out how to borrow a laptop from the
Library.
 Will

they browse or search?
 If search has too many results, what will they
try next?
Personas
Reality check that helps you create better
tasks
How to Create Personas
Research!




Environmental scan
Interviews
Ethnographic research
Environmental scanning
 Identify

true peers
 Literature review
 Web search
 Provides a framework
Ethnographic research
 Gorillas

in the Mist
 Time consuming
 Expensive
 Highly useful!
Interviews
 Useful

for creating from scratch and for
local validation of “borrowed”
Finding subjects
 Leverage

your networks
 General advertising not useful
Logistics
 Voice

recorder of smartphone app
 Transcription
 Analysis
What to ask and how to ask it
 What



you’re doing and why

You’re helping us build a better website
Be candid

 General



computer usage habits

When you start your browser where’s are
the first places you go?
Favorite sites, and why?
What to ask and how to ask it
 If

you need to:

Find books to take on vacation
 Write a paper
…Where’s the first place you’d go?

What to ask and how to ask it









How often do you go to the library?
How often do you go to the library website?
When do you go to the library website? What
do you do when you’re there? (Take them to
site)
What immediately draws your attention?
What information did you look for but not
find?
Is there something you looked for on the
homepage but didn’t find?
Now what?

Interview

Create

Refine
How many personas ?
 Primary

constituencies
 5-7 generally recommended
How to use the personas
 In

the room
 Frame discussions
Your Next Team Meeting
What does Leonard think?

http://static.tvguide.com/MediaBin/Galleries/Shows/A_F/Bi_Bp/Big_Bang_Theory/season4/big-bangtheory298.jpg
Question?
Thanks!

Weitere ähnliche Inhalte

Ähnlich wie Beyond Task Based Testing: Interviews and Personas

Impact the UX of Your Website with Contextual Inquiry
Impact the UX of Your Website with Contextual InquiryImpact the UX of Your Website with Contextual Inquiry
Impact the UX of Your Website with Contextual InquiryRachel Vacek
 
On target three-ways-to-keep-audience-in-focus_ivmg
On target three-ways-to-keep-audience-in-focus_ivmgOn target three-ways-to-keep-audience-in-focus_ivmg
On target three-ways-to-keep-audience-in-focus_ivmgKate Walser
 
U Penn Wharton design challenge '17
U Penn Wharton design challenge '17U Penn Wharton design challenge '17
U Penn Wharton design challenge '17HJ Kwon
 
Personas In Documentation
Personas In DocumentationPersonas In Documentation
Personas In DocumentationArun J Martin
 
Student research eds ugm melbourne presentation (public edit)
Student research   eds ugm melbourne presentation (public edit)Student research   eds ugm melbourne presentation (public edit)
Student research eds ugm melbourne presentation (public edit)Miranda Hunt
 
Understanding User Experience Workshop - Interlink Conference 2012
Understanding User Experience Workshop - Interlink Conference 2012Understanding User Experience Workshop - Interlink Conference 2012
Understanding User Experience Workshop - Interlink Conference 2012Lynne Polischuik
 
Impact your Library UX with Contextual Inquiry
Impact your Library UX with Contextual InquiryImpact your Library UX with Contextual Inquiry
Impact your Library UX with Contextual InquiryRachel Vacek
 
Third brain overview 12 10 slideshare
Third brain overview 12 10 slideshareThird brain overview 12 10 slideshare
Third brain overview 12 10 slideshareJanna Kimel
 
UI/UX Foundations - Research
UI/UX Foundations - ResearchUI/UX Foundations - Research
UI/UX Foundations - ResearchMeg Kurdziolek
 
Personas Demystified 1.0
Personas Demystified 1.0Personas Demystified 1.0
Personas Demystified 1.0Mo Goltz
 
Create the Foundation of an App - UX Wannabe 5
Create the Foundation of an App - UX Wannabe 5Create the Foundation of an App - UX Wannabe 5
Create the Foundation of an App - UX Wannabe 5Daeng Muhammad Feisal
 
Collaborative Research | uxlx 2014
Collaborative Research | uxlx 2014Collaborative Research | uxlx 2014
Collaborative Research | uxlx 2014Erika Hall
 
Personas Live Web Seminar Final 9 11
Personas Live Web Seminar Final 9 11Personas Live Web Seminar Final 9 11
Personas Live Web Seminar Final 9 11Experience Dynamics
 
Usability Testing: A Brief Introduction for the Novice
Usability Testing: A Brief Introduction for the NoviceUsability Testing: A Brief Introduction for the Novice
Usability Testing: A Brief Introduction for the NoviceJenny Emanuel
 
Power to the People!
Power to the People!Power to the People!
Power to the People!Zef Fugaz
 
Data: Digging Deeper and Displaying
Data: Digging Deeper and DisplayingData: Digging Deeper and Displaying
Data: Digging Deeper and DisplayingJeff Wisniewski
 
Personas in Interaction Design
Personas in Interaction DesignPersonas in Interaction Design
Personas in Interaction DesignHans Põldoja
 

Ähnlich wie Beyond Task Based Testing: Interviews and Personas (20)

Il stats workshop
Il stats workshopIl stats workshop
Il stats workshop
 
Impact the UX of Your Website with Contextual Inquiry
Impact the UX of Your Website with Contextual InquiryImpact the UX of Your Website with Contextual Inquiry
Impact the UX of Your Website with Contextual Inquiry
 
On target three-ways-to-keep-audience-in-focus_ivmg
On target three-ways-to-keep-audience-in-focus_ivmgOn target three-ways-to-keep-audience-in-focus_ivmg
On target three-ways-to-keep-audience-in-focus_ivmg
 
3 Usability Techniques
3 Usability Techniques3 Usability Techniques
3 Usability Techniques
 
U Penn Wharton design challenge '17
U Penn Wharton design challenge '17U Penn Wharton design challenge '17
U Penn Wharton design challenge '17
 
Personas In Documentation
Personas In DocumentationPersonas In Documentation
Personas In Documentation
 
Student research eds ugm melbourne presentation (public edit)
Student research   eds ugm melbourne presentation (public edit)Student research   eds ugm melbourne presentation (public edit)
Student research eds ugm melbourne presentation (public edit)
 
Understanding User Experience Workshop - Interlink Conference 2012
Understanding User Experience Workshop - Interlink Conference 2012Understanding User Experience Workshop - Interlink Conference 2012
Understanding User Experience Workshop - Interlink Conference 2012
 
Impact your Library UX with Contextual Inquiry
Impact your Library UX with Contextual InquiryImpact your Library UX with Contextual Inquiry
Impact your Library UX with Contextual Inquiry
 
Third brain overview 12 10 slideshare
Third brain overview 12 10 slideshareThird brain overview 12 10 slideshare
Third brain overview 12 10 slideshare
 
Community needs assessment.pla_2014.handout
Community needs assessment.pla_2014.handoutCommunity needs assessment.pla_2014.handout
Community needs assessment.pla_2014.handout
 
UI/UX Foundations - Research
UI/UX Foundations - ResearchUI/UX Foundations - Research
UI/UX Foundations - Research
 
Personas Demystified 1.0
Personas Demystified 1.0Personas Demystified 1.0
Personas Demystified 1.0
 
Create the Foundation of an App - UX Wannabe 5
Create the Foundation of an App - UX Wannabe 5Create the Foundation of an App - UX Wannabe 5
Create the Foundation of an App - UX Wannabe 5
 
Collaborative Research | uxlx 2014
Collaborative Research | uxlx 2014Collaborative Research | uxlx 2014
Collaborative Research | uxlx 2014
 
Personas Live Web Seminar Final 9 11
Personas Live Web Seminar Final 9 11Personas Live Web Seminar Final 9 11
Personas Live Web Seminar Final 9 11
 
Usability Testing: A Brief Introduction for the Novice
Usability Testing: A Brief Introduction for the NoviceUsability Testing: A Brief Introduction for the Novice
Usability Testing: A Brief Introduction for the Novice
 
Power to the People!
Power to the People!Power to the People!
Power to the People!
 
Data: Digging Deeper and Displaying
Data: Digging Deeper and DisplayingData: Digging Deeper and Displaying
Data: Digging Deeper and Displaying
 
Personas in Interaction Design
Personas in Interaction DesignPersonas in Interaction Design
Personas in Interaction Design
 

Mehr von Jeff Wisniewski

Advanced Google Analytics
Advanced Google AnalyticsAdvanced Google Analytics
Advanced Google AnalyticsJeff Wisniewski
 
Responsive Web Design from the Trenches
Responsive Web Design from the TrenchesResponsive Web Design from the Trenches
Responsive Web Design from the TrenchesJeff Wisniewski
 
Reinventing Spaces and Places
Reinventing Spaces and PlacesReinventing Spaces and Places
Reinventing Spaces and PlacesJeff Wisniewski
 
Web Scale Discovery Reality Check
Web Scale Discovery Reality CheckWeb Scale Discovery Reality Check
Web Scale Discovery Reality CheckJeff Wisniewski
 
Introduction to google analytics
Introduction to google analyticsIntroduction to google analytics
Introduction to google analyticsJeff Wisniewski
 
Advanced Google Analytics
Advanced Google AnalyticsAdvanced Google Analytics
Advanced Google AnalyticsJeff Wisniewski
 
Mobile First and Tablet-Centric Design
Mobile First and Tablet-Centric DesignMobile First and Tablet-Centric Design
Mobile First and Tablet-Centric DesignJeff Wisniewski
 
Google Analytics Goals and Funnels
Google Analytics Goals and FunnelsGoogle Analytics Goals and Funnels
Google Analytics Goals and FunnelsJeff Wisniewski
 
Sharepoint tips and tricks
Sharepoint tips and tricksSharepoint tips and tricks
Sharepoint tips and tricksJeff Wisniewski
 
Tools for Social Media Monitoring
Tools for Social Media MonitoringTools for Social Media Monitoring
Tools for Social Media MonitoringJeff Wisniewski
 
Mobile that works for your library
Mobile that works for your libraryMobile that works for your library
Mobile that works for your libraryJeff Wisniewski
 
Writing for the Wired World
Writing for the Wired WorldWriting for the Wired World
Writing for the Wired WorldJeff Wisniewski
 

Mehr von Jeff Wisniewski (20)

Twitter Wake Up Call
Twitter Wake Up CallTwitter Wake Up Call
Twitter Wake Up Call
 
UX patterns & practices
UX patterns & practicesUX patterns & practices
UX patterns & practices
 
Advanced Google Analytics
Advanced Google AnalyticsAdvanced Google Analytics
Advanced Google Analytics
 
Responsive Web Design from the Trenches
Responsive Web Design from the TrenchesResponsive Web Design from the Trenches
Responsive Web Design from the Trenches
 
Reinventing Spaces and Places
Reinventing Spaces and PlacesReinventing Spaces and Places
Reinventing Spaces and Places
 
Web Scale Discovery Reality Check
Web Scale Discovery Reality CheckWeb Scale Discovery Reality Check
Web Scale Discovery Reality Check
 
Introduction to google analytics
Introduction to google analyticsIntroduction to google analytics
Introduction to google analytics
 
Advanced Google Analytics
Advanced Google AnalyticsAdvanced Google Analytics
Advanced Google Analytics
 
Mobile First and Tablet-Centric Design
Mobile First and Tablet-Centric DesignMobile First and Tablet-Centric Design
Mobile First and Tablet-Centric Design
 
Mobile Tools and Trends
Mobile Tools and TrendsMobile Tools and Trends
Mobile Tools and Trends
 
Google Analytics Goals and Funnels
Google Analytics Goals and FunnelsGoogle Analytics Goals and Funnels
Google Analytics Goals and Funnels
 
Writing for the Web
Writing for the WebWriting for the Web
Writing for the Web
 
Sharepoint tips and tricks
Sharepoint tips and tricksSharepoint tips and tricks
Sharepoint tips and tricks
 
Mobile Usability
Mobile UsabilityMobile Usability
Mobile Usability
 
Google A
Google AGoogle A
Google A
 
Tools for Social Media Monitoring
Tools for Social Media MonitoringTools for Social Media Monitoring
Tools for Social Media Monitoring
 
Mobile usability
Mobile usabilityMobile usability
Mobile usability
 
Discovering Discovery
Discovering DiscoveryDiscovering Discovery
Discovering Discovery
 
Mobile that works for your library
Mobile that works for your libraryMobile that works for your library
Mobile that works for your library
 
Writing for the Wired World
Writing for the Wired WorldWriting for the Wired World
Writing for the Wired World
 

Kürzlich hochgeladen

So einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfSo einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfpanagenda
 
React JS; all concepts. Contains React Features, JSX, functional & Class comp...
React JS; all concepts. Contains React Features, JSX, functional & Class comp...React JS; all concepts. Contains React Features, JSX, functional & Class comp...
React JS; all concepts. Contains React Features, JSX, functional & Class comp...Karmanjay Verma
 
Testing tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesTesting tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesKari Kakkonen
 
Varsha Sewlal- Cyber Attacks on Critical Critical Infrastructure
Varsha Sewlal- Cyber Attacks on Critical Critical InfrastructureVarsha Sewlal- Cyber Attacks on Critical Critical Infrastructure
Varsha Sewlal- Cyber Attacks on Critical Critical Infrastructureitnewsafrica
 
Time Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsTime Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsNathaniel Shimoni
 
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...itnewsafrica
 
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesAssure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesThousandEyes
 
Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)
Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)
Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)Mark Simos
 
UiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPathCommunity
 
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...Wes McKinney
 
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...panagenda
 
2024 April Patch Tuesday
2024 April Patch Tuesday2024 April Patch Tuesday
2024 April Patch TuesdayIvanti
 
Potential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and InsightsPotential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and InsightsRavi Sanghani
 
Connecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdfConnecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdfNeo4j
 
Generative AI - Gitex v1Generative AI - Gitex v1.pptx
Generative AI - Gitex v1Generative AI - Gitex v1.pptxGenerative AI - Gitex v1Generative AI - Gitex v1.pptx
Generative AI - Gitex v1Generative AI - Gitex v1.pptxfnnc6jmgwh
 
Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024TopCSSGallery
 
QCon London: Mastering long-running processes in modern architectures
QCon London: Mastering long-running processes in modern architecturesQCon London: Mastering long-running processes in modern architectures
QCon London: Mastering long-running processes in modern architecturesBernd Ruecker
 
Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)Kaya Weers
 
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Alkin Tezuysal
 
All These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFAll These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFMichael Gough
 

Kürzlich hochgeladen (20)

So einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfSo einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
 
React JS; all concepts. Contains React Features, JSX, functional & Class comp...
React JS; all concepts. Contains React Features, JSX, functional & Class comp...React JS; all concepts. Contains React Features, JSX, functional & Class comp...
React JS; all concepts. Contains React Features, JSX, functional & Class comp...
 
Testing tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesTesting tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examples
 
Varsha Sewlal- Cyber Attacks on Critical Critical Infrastructure
Varsha Sewlal- Cyber Attacks on Critical Critical InfrastructureVarsha Sewlal- Cyber Attacks on Critical Critical Infrastructure
Varsha Sewlal- Cyber Attacks on Critical Critical Infrastructure
 
Time Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directionsTime Series Foundation Models - current state and future directions
Time Series Foundation Models - current state and future directions
 
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...Abdul Kader Baba- Managing Cybersecurity Risks  and Compliance Requirements i...
Abdul Kader Baba- Managing Cybersecurity Risks and Compliance Requirements i...
 
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesAssure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
 
Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)
Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)
Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)
 
UiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to Hero
 
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
 
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
 
2024 April Patch Tuesday
2024 April Patch Tuesday2024 April Patch Tuesday
2024 April Patch Tuesday
 
Potential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and InsightsPotential of AI (Generative AI) in Business: Learnings and Insights
Potential of AI (Generative AI) in Business: Learnings and Insights
 
Connecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdfConnecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdf
 
Generative AI - Gitex v1Generative AI - Gitex v1.pptx
Generative AI - Gitex v1Generative AI - Gitex v1.pptxGenerative AI - Gitex v1Generative AI - Gitex v1.pptx
Generative AI - Gitex v1Generative AI - Gitex v1.pptx
 
Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024
 
QCon London: Mastering long-running processes in modern architectures
QCon London: Mastering long-running processes in modern architecturesQCon London: Mastering long-running processes in modern architectures
QCon London: Mastering long-running processes in modern architectures
 
Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)
 
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
 
All These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFAll These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDF
 

Beyond Task Based Testing: Interviews and Personas

  • 1. Beyond TaskBased Testing: Interviews & Personas October 29, 2013 Darlene Fichter Jeff Wisniewski
  • 2. Road Map  What’s a persona?  Benefits of personas  Isn’t task based testing enough? Do I need to do personas too?  How to create personas  Interviewing and other methods  How to use personas
  • 3. Caveats  Design /= visual design  Design = product design as a whole from features, colors, interactions, content, organization, etc.
  • 4. Personas  Personas are “stand ins” or hypothetical archetypes created to represent the primary user segments for your web site  Each persona represents a key user type that shares demographic characteristics, needs, behaviours, and environment
  • 5. Personas  Although personas are imaginary they are derived from user research  Each persona is given a name and personal details to make them more realistic
  • 6.       second year graduate student in Biological Enngineering currently splits her time between class work, time in the lab, and studying from home since much of her work is either course driven or in the lab, she does not consider herself a particularly heavy library user tends to rely on lectures rather than library resources uses company websites quite frequently for information on the lab products she uses and uses professional association sites for recent papers and information on developments in her field uses the popular search engines initially to get a sense of what types of materials are out there then moves to Web of Science and Compendex for access to journal articles Amy (SooJin)
  • 7.      if she can avoid going to the library, she will at home she always connects through remote access to get access to full articles through the databases for which the library has subscription interested in doing exhaustive searches for journal articles on her dissertation topic no one has shown her how to use the full breadth of the resources and functionality of e-Journal on the library web site; she has a sense there are more resources and tools than she knows about uses ILL often to gain access to articles that she cannot access through Pitt subscriptions
  • 8. Customer Segments to Personas  Originated in the 1930’s for marketing brands started using fictional characters to represent a customer segment  Alan Cooper, a software developer, coined a related term and similar practice: personas.  His book The Inmates are Running the Asylum popularized the use of personas and designing for “archetypal users”.
  • 10. #1 “User” Centered Design  Way to have users attend all your design meeting that representative of the major user types  Each persona has the weight  Personas are based on and embody what we know about our library’s web site users Personas keeping it about the user
  • 11. #2. Support Evidence Based Decision Making  Way to harness the user research data to inform web site development  Easier to remember a persona than pages of facts and figures: path data, survey results, interview summaries etc.  Share abstract data in a compelling and memorable way Personas encapsulate evidence
  • 12. #3 Where to put design effort  Personas spell out what the site needs to do  Persona goals and task provide a focus -Avoid scope creep - Elastic band users Personas provide focus
  • 13. #4. Communicate to Stakeholders in a Language Understood by Everyone  Easy and fun way to communicate design decisions  Keeps the focus on the user  Avoid “geek” speak Personas speak to everyone
  • 14. #4 Build Consensus and Commitment to the Design  Communicate a common direction  Reduce the need for extremely detailed specifications. Nuances of behaviours and preferences are captured in the persona and narratives Personas build shared vision
  • 15. Task Based Testing  How personas work with task based testing
  • 16. Task Based Testing  Extremely useful  Evidence of how users actually use your site Are you getting the most value out of your task based testing investment?
  • 17. Task Based Testing  Even   on a shoestring, still resource intensive Usability testing takes time Only do one test or maybe 2 or 3 iterations due to resource constraints  Most designs need many iterations Using personas allows you to raise the base level of the design that you use for task based testing
  • 18. Small Studies & Representative Sample A small “shoestring” usability study usually can only pull in a few participants broadly categorized by age, gender, year in school if an educational setting, department/profession in a firm etc.  But are these the broad categories that help us zero in on primary user types?
  • 19. The Tasks Where do the tasks come from?  Some are easy. i.e. frequently used on the web site now. We know that our 30 study rooms are booked around the clock from the online form.  What about designing bookable study room form on the mobile site? Is there interest? How/when/where/who would use it and what’s the best design?
  • 20. Tasks Some Tasks are Tar Pits  Find an article on ....  Do we know based on user research (or just on our personal hunches) the typical way this questions is approached by primary user types? What happens when they have too large a search result? Null result?  Find out how to borrow a laptop from the Library.  Will they browse or search?  If search has too many results, what will they try next?
  • 21. Personas Reality check that helps you create better tasks
  • 22. How to Create Personas Research!    Environmental scan Interviews Ethnographic research
  • 23. Environmental scanning  Identify true peers  Literature review  Web search  Provides a framework
  • 24. Ethnographic research  Gorillas in the Mist  Time consuming  Expensive  Highly useful!
  • 25. Interviews  Useful for creating from scratch and for local validation of “borrowed”
  • 26. Finding subjects  Leverage your networks  General advertising not useful
  • 27. Logistics  Voice recorder of smartphone app  Transcription  Analysis
  • 28. What to ask and how to ask it  What   you’re doing and why You’re helping us build a better website Be candid  General   computer usage habits When you start your browser where’s are the first places you go? Favorite sites, and why?
  • 29. What to ask and how to ask it  If you need to: Find books to take on vacation  Write a paper …Where’s the first place you’d go? 
  • 30. What to ask and how to ask it       How often do you go to the library? How often do you go to the library website? When do you go to the library website? What do you do when you’re there? (Take them to site) What immediately draws your attention? What information did you look for but not find? Is there something you looked for on the homepage but didn’t find?
  • 32. How many personas ?  Primary constituencies  5-7 generally recommended
  • 33. How to use the personas  In the room  Frame discussions
  • 34.
  • 35. Your Next Team Meeting What does Leonard think? http://static.tvguide.com/MediaBin/Galleries/Shows/A_F/Bi_Bp/Big_Bang_Theory/season4/big-bangtheory298.jpg

Hinweis der Redaktion

  1. A more specific definition from the Foviance/Seren guide to Segmented personas is:“A persona is a fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data, across the company in a usable and effective manner.
  2. "About Face 2.0" (p. 55), thestrengths of personas as a design tool