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William Hudson • Consultant, teacher, writer, designer
• > 40 years experience in the development
of interactive systems
• > 30 articles and papers
“The simplest and the most obvious way of creatinga
good product or service is to create something, that
you need yourself. This will allow you to create
something you perfectly understand and you will have a
clear idea if that is smth valuable from the beginning.”
37signals
• Direct engagement with people
• Understanding of contexts of use (empathy)
• Understanding of goals and tasks
User Human-Centred Design
Research
• User observation
• User Research
• Industry
• Сompetitors
• Additional needfinding strategies
User Observation
• What do people do now?
• What values and goals do people have?
• Types of context
• The importance of being curios
User Research
• Qualitative
o Representative of target users (8-10)
o Ethnographic
• Quantitative
o Large number of respondents
o Questionnaire
Affinity Diagram
• A business tool used to organize ideas and data
• Process:
o Record each idea on cards or notes
o Look for ideas that seem to be related
o Sort cards into groups until all cards have been
used
Personas
• Personas provide empathy
• Strong psychological evidence for personal bias (Our
brains are wired to empathize with individuals rather
than groups)
Without Personas
• Low empathy
• Technology focus
• Featuritis
• Time scales
• Narrow scope
• Ignorance/bliss
Persona
• Name, age, demographic details
• Photo
• Primary goals, motivations and begaviours
• Related pain points
• Give the persona story to tell
Primary & Secondary Personas
• Primary personas represent behaviours that define
your product or service (customer checking in)
• Secondary personas have relatively minor differences
in goals, motivation or behaviour (manager)
Personas Summary
• A persona is the face of a user community
• These are used for
o Recruitment (research and usability testing)
o Sales and marketing
• Use case and user story
• Merchandising
User Stories vs Persona Stories
• Before
o “As a customer I want to see a list of available
flights to make a booking”
• After
o “Bob views available flights to make a booking”
Persona-weighted feature matrix
Persona 1 Weight=50
Persona 2 Weight=30
Persona 3 Weight=20
Weighted Priority
Feature 1 2 2 -1 140
Feature 2 2 1 1 150
Feature 3 0 2 2 100
Weight = 1 to 5 or % that add up to 100% Score = ● -1 hurts the persona ● 0 persona doesn’t care either way ● +1 helpful to the persona ● +2 persona LOVES this feature! It’s a must-have!
Design Map • Who
o Personas
o Persona‐weighted feature matrix
• What
o Use Cases
o Persona Stories
• How
o Customer Journey (Design Map)
o Wireframes, Sketch
Books
• Alan Cooper (2004). The Inmates Are Running the Asylum
• Don Norman (2009). Design of everyday things
• Tim Brown (IDEO, 2012). Change by Design
• Goodwin, K. (2009). Designing for the Digital Age: How to Create Human‐Centered Products and Services, John Wiley & Sons
• Hudson, W. (2013). “User Stories Don’t Help Users: Introducing Persona Stories” in Interactions Magazine, Nov‐Dec 2013, ACM. www.personastories.com
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