4. 4
One-hundred doctors were recruited to test the device. Only two doctors
(2%) demonstrated all 6 administration steps correctly. 95% of doctors
had to read the instructions.
In 37% of cases, the demonstration would not have delivered adrenaline
to a patient.
The most frequent errors were:
(57%) not holding the pen in place for >5 seconds
(21%) failure to apply pressure to activate
(16%) self-injection into the thumb.
Mehr S, Robinson M, Tang M. Doctor: how do I use my EpiPen? Pediatr Allergy Immunol. 2007;18:448â452
How hard can it be?
5. 5
The Edwards brothers said the device
was special because it was designed by
people who were intimately familiar with
patientsâ needs.
âThis was something that I knew I was
going to carry with me every single day.â
Designing with empathy
34. What are Personas?
A persona is a âhypothetical archetypeâ or
character who represents a group of users. Itâs
used to understand their goals, behaviours,
attitudes and context in which they operate.
34
35. What are Personas?
Personas come in a variety
of forms
35
Foxtel iQ3 : Discover phase findings May 2013 | Commercial in Confidence 212 Massive Interactive Pty Ltd.5
Viewing
By myself With others
Open to new experiences
Timid Adventurous
Information Seeking
Sit back Hunt it out
Organisation
Too much work Will spend time
Learning
By accident Play until get it
Technology I own
The basics All the latest
Tech Ability
Luddite Wired
Social Networks
Not for me Awesome
Wealth
Struggling Affluent
Challenges
Is often distracted, concentration
is low, wont read or seek out
information
Is capable and will play around
until she ïŹgures it out if the
perceived value is high enough.
Stumbles on new content
through friends and ads.
Discovering & Learning
Decision Making
Technology
Will wait, not in a rush for the
newest technology as it out-
dates quickly.
Waits for contracts to run out
before upgrading
Uses skype to talk to her parents.
I record too much
Iâll often record so much that I
donât have time to watch it all, I
think when am I going to catch
up on all of this.
Iâm not sure when my
episodes are on.
Sometimes I miss the start of my
favourite shows as I donât know
when they are on. Iâll be chatting
with a girlfriend and they start
talking about the new episodes
and Iâm thinking how did I miss
this.
Itâs all about the kids at the moment!
Iâm busy looking after the kids.
I donât want to spend a lot of time
and eïŹort ïŹnding something to
watch. Iâll record a show, to watch
later when the kids are in bed, that
way I can skip the ads .
Itâs cheaper at the DVD store
When my husbands home we will
go to the DVD store and rent a ïŹlm
as its $2 rather than pay $6 with
Foxtel. We had the movie channel
and let it go as it was too expensive
and not enough choice.
Kellie: Help me make the right choice
âSometimes Iâll record a show and
forget to press +20 and it doesnât
record the end, itâs another thing
to rememberâ
Doesnât have time to think about
what to watch.
Recording shows that wonât get
watched.
Missing the start of new season
episodes.
Resistance to paying more
Has to think carefully about her
spending as money is tight, likes a
bargain or special oïŹer.
Makes all the day to day household
decisions.
Wants to avoid eïŹort will use the
EPG for laziness.
Kellie is married to Pete, they have two children Chloe 5 and Josh 3. They are
currently renting but are hoping to buy something within the next year as Kellie
really likes the area, it has a good school and plenty of parks for the kids.
Pete travels away for work so Kellie spends a lot of time at home with just the
kids. She likes to have the TV on as background company when Pete is away, it
keeps her from feeling lonely.
Kellie has been with Foxtel for 4 years, she expects Foxtel to oïŹer her more
choice for her money especially as money is tight at the moment and they have
after all spent lots of money with Foxtel.
Age: 28
Occupation: Home maker
Location: Maitland, NSW
Needs:
Reduce her channels to what is in her package.
Make free content more obvious.
Reminders notiïŹcations - start dates for new seasons.
Being rewarded for loyalty as a long term subscriber.
Favourite Channels Favourite Brands & Apps
36. WHAT ARE PERSONAS?
The level of detail and focus
of a persona depends on the
product or service and our
relationship with our team
and client.
36
41. 41
Who is this user?
What are their goals?
How do they behave?
What do they think?
What are their pain points?
What is the context in which they operate?
PERSONAS HELP INFORM
42. PERSONAS 42
Tell me a story, give me the facts
Personas help you design with empathy
44. 44WHEN TO USE PERSONAS
To make users part of the design process
As a focal point to galvanise a team
If a team is removed from the users
When there are multiple user types
45. IâM GOING TO NEED YOU TO GO AND
FORGET ABOUT THE PERSONAS
48. 48
In test and prototype they form a basis for recruitment
49. 49
Personas also form the basis for website and service live
optimisation / customisation
50. 50BUT WAIT THEREâS MORE
Use them as a tool to engage clients with human centred design
Identify opportunity and areas for innovation
Provide focus on core features to ensure speed to market
Measure effectiveness of current and future solutions
56. 56CREATE A PLAN
What do we know?
What do we want to ïŹnd out?
Who are we talking to?
Where will this take place?
How long do we have?
What will the outcomes be?
58. 58TELL ME THE FACTS
quantitative
Data from reportable
sources with numerical
characteristics
59. 59QUANTITIVE DATA
⣠Online Traffic Analytics - Google Analytics / Omnivore
⣠Marketing demographics - Nielsen / Roy Morgan
⣠Australian Bureau of Statistics
⣠Survey respondents
⣠Social media analysis
⣠Google insights
⣠Harvard business review / Gartner
73. 73WHAT DO WE NEED TO KNOW?
STEPHEN P. ANDERSON
âItâs all about People, their
Activities, and the Context
of those activities.â
74. 74
Who is this user?
What are their goals?
How do they behave?
What do they think?
What are their pain points?
What is the context in which they operate?
THINGS TO LOOK FOR
81. 81BACK TO THE TASK
Guerrilla research to help understand
consumers in and around Southern Cross
No interactions with users shadowing /
observation only
15 minutes
85. 85ANALYSING THE DATA
Combine data sets
Group data and look for patterns
Define the user segments
Define measures to be used
Discuss and refine
Conduct additional research
88. KEY OBJECTIVES
Face to face interview
INTERVIEWS
AGENDA
10 minutes
DELIVERABLE
Interview notes
7
RESOURCES
⣠Interview template
⣠Sharpies
1. Find out as much as you can about your
designated user onto the interview sheet
2. Use 5x Whyâs exercise
90. KEY OBJECTIVES
Basic Persona Creation
PERSONA CREATION EXERCISE
AGENDA
20 minutes 1. Looking at the templates which one do we
feel is best suited?
2. Generate personas based on data at hand
DELIVERABLE
Persona draft
7
RESOURCES
⣠Sticky notes
⣠Sharpies
93. 93PERSONAS - TRY TO AVOID
⣠Bland personas
⣠Personas which are too stereotypical
⣠No real data
⣠No first hand knowledge
Smashing magazine have
a couple of good persona
guides
97. 97
Personas
Smashing Magazine has some easy to read resources
http://www.smashingmagazine.com/2014/08/06/a-closer-look-at-personas-part-1/
http://www.smashingmagazine.com/2014/08/13/a-closer-look-at-personas-part-2/
Interaction design foundation has the most exhaustive explanation
https://www.interaction-design.org/encyclopedia/personas.html
Cooper was a keen proponent for personas as part of goal directed design
http://www.dubberly.com/articles/alan-cooper-and-the-goal-directed-design-process.html
OTHER RESOURCES
99. 99CONTEXTUAL INQUIRY - PRO TIPS
⣠Think about the focus of the inquiry
⣠Involve the team
⣠Think about the time / weather and other influencing factors
⣠Record and photograph everything
⣠Overlay information on a map
This is a tool widely used
in service design and
less so in traditional UX
102. 102PRO TIPS
Use the post-it app to
capture the data!
⣠Too many people - less than six from across the team is ideal
⣠Too few people - cannot do this by yourself
⣠Everyone should contribute
⣠Read the notes, talk about why theyâre placing them
⣠Iteration is key, this should be performed at least two to
three times.
⣠The output is subjective use it as such
103. 103
AïŹnity Mapping
Service design toolkit
http://www.servicedesigntools.org/tools/23
KJ Mapping
https://www.mindtools.com/pages/article/newTMC_86.htm
Postit app
http://www.post-it.com/3M/en_US/post-it/ideas/plus-app/?WT.mc_id=www.post-it.com/app
OTHER RESOURCES
105. 105PRO TIPS
Every mac comes with
quicktime which you can
use to record and
playback your interviews
⣠Make people comfortable, make it natural
⣠Donât use leading questions
⣠Donât ask Yes/No questions
⣠Really listen to what people say - use silence as a tool
⣠Be mindful of your questions around sensitive matters
⣠Have a theory you want to explore
⣠Probe your questions / key points beforehand
⣠Record and review