Personas and User Research
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A presentation given to a UX class at North Dakota State University on Personas, User Research, and Design at Intelligent InSites
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Personas and User Research
- 1. TR ACY FALEIDE, CO MMUNICATIONS @tracyfaleide STEV EN STRIEGE L, DES IG N @sstriegs Personas and User Research
- 5. User Research + Ethnography Thegoalsistounderstandthepeople you’recreatingproducts/servicesfor,to identifypatternsanddevelopempathy.
- 6. What do people do and why do they do it? …andwhatimplicationsdoesthishaveonthesuccessofourdesign?
- 7. Value of User Research 1. Understandtheneedsandpriorities 2. Learnthecontextofhowuserswillinteractwithproduct 3. Replaceassumptionswithactualinsight 4. CreatePersonastorepresentuserneedsforfuturedecisionmaking 5. Hearhowpeopleusereallanguagetofindyourproduct/brandvoice AdaptedfromErikaHall’sJustEnoughResearch
- 8. Never ask anyone what they want. YourJOBistofigureoutwhattheyneed. 1st RuleofUserResearch:
- 9. Why Observation Peopledonotalwaysdowhatyou thinktheydo. Peopledonotalwaysdowhatyou tell themtodo. Peopledonotalwaysdowhatthey thinktheydo. Peopledonotalwaysdowhatthey say theydo. Source:ExperienceInstitute
- 10. To gain empathy, approach… withoutjudgement withbeginner’seyes withcuriosity optimistically respectfully Source:ExperienceInstitute
- 11. Seek stories and keep asking why “tellmeaboutthelast timeyou_______?” “tellmeaboutanexperienceyouhadwith _______?” “Really?Sowhydoesthatmatter?” “Tellmemoreaboutthat,whydoyouthinkthat?” Source:ExperienceInstitute
- 12. Focus groups are never a good idea.
- 13. Persona Development Process 1. Listrolesimpactedbyourproducts 2. Conductfieldresearch 3. Identifypatterns 4. Formcategories 5. Createrepresentativepersonas 6. Bringthemtolife (JakobNielsen,NielsenNormanGrouphttp://www.nngroup.com/)
- 14. 38 12 25 500+ interviews conducted teammembers helpedinterview typesof functionalroles questions asked
- 16. CAREGIVERS TECHNICIANS COORDINATORS MANAGERS ANALYZERS A.K.A. “In the room” “Finders and Fixers” “Team Captains” “Department Proud” “Wild Cards, Data Divas” What they care about most Patients getting the best possible care Safety, compliance, maintenance Workflows, delivery of care Performance Process Improvement, cost reduction Functional Roles Nurses,Assistants,LabTech, RadiologyTech BioMedTech,Security,Env. Services,Housekeeping,SPD Tech,CirculatorNurse, LogisticsTech,ClinicalEng, SystemAdministrator ChargeNurse,OR Scheduler,Registration Check-In,Receptionist, SurgTech/Supervisor FacilityManager/Admin,OR Manager,ClinicDirector, DirectorofOperations, WarehouseManager DataScientist,LeanChampion, QualityImprovementOfficer, Informaticist Motivations and personal traits Acknowledgementforthework andcaretheyprovide Interactionwiththepatient Emotionalaboutthecarethey provide Nosurprisesordowntime Beingabletoknoweverydetail abouttheirequip Keepingtheirteamhappy Don’twantanyonetowait ImpresstheC-Suite Boastabouttheir department/competitive Completeknowledgeabout theirdepartment,no surprises Findtrends(goodandbad) Notenforcers,enablersand trainers Findwasteandinefficiencies Influenceandmotivate Goals Provideimmediatecare Patientsatisfaction Familysatisfaction Fastturnaround Providethebestequip Improvepatientflow Roomturnaround Getthemostoutof physicians Careaboutnumbers,saving $,onbudget,increase revenue Meetingcompliance Bestuseresources Patientsat%(HCAHPS) Getapprovalfornew initiatives,supporttheories, proofofconcept Reduceliability Improvequality Savemoney Questions they have Whereismypatient? Whereismydoctor? Who’swaiting,who’snext? Whereismyequipment? Ismyequipmentclean/safe? Aremystaffontask? AmIprioritizingtheright projectswiththeright amountofresources? Isthisdatareliable? Whyisthisdepartment performingdifferently?
- 20. Demographics Realisticbutdon’tstereotype.Age,gender, ethnicity,maritalstatus,education,location.
- 21. Role Usetitlesfromthepeopleyouinterviewed, focusonthetargetusers. TECHNICIANS “Finders and Fixers” Safety, compliance, maintenance BioMedTech,Security,Env. Services,Housekeeping,SPD Tech,CirculatorNurse,Logistics Tech,ClinicalEng,System Administrator
- 29. Gavinwalksintochaos.Heandotherstaff havetorunaroundtofindpatientsandfigure outwhathappenedlastshiftandwhat’s highestprioritynow.Roomshaven’tbeen stocked,patientsareawakeandpressing theircalllights.Gavinisstressed. Gavintrieshisbesttorememberthings bywritingnotesonsmallpiecesofpaper hekeepsinhispockets.Heneedsto constantlycheckbacktoseeiflabhas beentoseehispatients.Heissurprised byadmitsanddischargeorders.He thinkshe’skeepingupwithhiscalllights, butreallyhasnoidea. Gavinstillhaspatientsto roundonattheendofhis shift.Hehasatleastanhour ofchartinglefttodo,which meansanotherhourof overtime.Gavinis exhaustedanddepleted. Darrenisawokenbycommotioninthehallway.CNAsand Nursescomeinandoutofhisroom.Hedoesn’tknowwhois assignedtohim.Heishungryandneedstogotothebathroom, buthewaitstoaskforhelpbecausehecantellit’sshiftchange andpeoplearestressed. Darrenhasnoideawhattoexpect,whenorifhis physicianwillseehim.Hefinallygetstosleep,onlytobe awokenwhenlabcomesunexpectedly.Hiswifecomes tovisitandhastofindanurseinthehallwaytohelp Darrengotothebathroom.DarrenisanxiousandNOT havingagoodexperience. 7AM NOON 3:30PM DARREN, ME D / SURG PAT IEN T Whoaremycaregivers? What’shappeningnext? Whencan/shouldmyfamilybehere? When/howcanIgetsomerest? G AVIN, CNA Who/wherearemypatients? Whoelseisworking? Who’scoming/goingtoday? WhodoIseefirst? Whatneedsstocking? DAY IN THE LIF E
- 31. 1. Limitthenumberofprimarypersonas 2. Startsmall,letthemgrowandevolve 3. Introducethemtoyourcustomers 4. Bepatientwithadoption 5. Havefunwiththem Things we learned
- 33. Personas are the user in user-centered design Howdopersonasfitinwithdesignprocesses?
- 35. DEF INE SK ETCH BUILD Design Sprints @ InSites
- 37. USER R ESEA RCH MEANS GET TIN G O UT O F THE OFFICE AN D G ET TING DIRT Y W IT H YOUR USER S
- 38. Resources JUST ENO UG H RESEARCH byErikaHall NIE LS ON NORMA N GROUP www.nngroup.com GO OGLE VENTU RES www.gv.com/library INTELLIGEN T INS ITES PER SON A S intelligentinsites.com/insites-personas/
- 39. Thank you. TRACY FAL EIDE @tracyfaleide tracy.faleide@intelligentinsites.com STE VEN STRIEGEL @sstriegs steve.striegel@intelligentinsites.com
Editor's Notes
- Empathy is important, especially in healthcare Team members need to know who they are working for Being specific helps us add more value faster
- cliche about henry ford
- Observation and asking why makes you find out what people really do and need.
- not that different from a journalist
- Remember all those things we talked about earlier like environment and context and behaviors and habits? You just lost all of them by taking the user out of their environment and forcing them to participate in group think.
- We actually did an after hours photoshoot in our office, there may have been beer and free food involved.
- Keep in mind you want your team members to be able to recall these off the top of their head
- Find patterns and ranges in your research but be specific here.
- Don’t get hung up on this one. The same persona can even have multiple roles/titles
- Story about being onsite at a hospital in Dallas, as we’re looking at a large display in the hallway tracking metrics I ask the ED director if she uses that frequently, her response “Might as well have football up on that screen” More helpful example: “Oh you have a question? Get in line.” This tells us a behavior: she’s the person people go to for help and she’s busy; it also tells us her attribute/personality
- 3-4 - Tracy: story about solving the morning mysteries
- Example about nurses and physicians using the W.O.W. outside the room to add info to the EHR to avoid getting more questions from the patient. Nurses dealing with all the stuff in their pockets, writing on their hands/arms etc.
- Talk about physicians who are intelligent but terrible with technology, not trained, you definitely want to avoid them feeling dumb. Story of Marnie about how the realization that they don’t use computers all the time.
- This is related to the behaviors and can be combined, story about Triage nurses and their environment
- Story about nurse hostility towards each other, cutthroat mentality, lack of recognition towards each other Story about the director changing the tone an interview, hearing if view boards were really being used
- Day in the life example (Tracy). These can be used for a lot of things: building requirements, usability testing, simply even visualizing the entire user path that you’re putting them through
- Example of Airbnb hiring a pixar animator to storyboard the entire customer experience
- formally or informally personas should be involved in each step of the design process
- Example of recent design sprint. You can see how it starts very analog and evolves to finely tuned digital experience. But we’re not necessarily waiting until we get to that finely tuned experience to get feedback and learn from our users.