Using Personas and Stories Effectively - Workshop for TriUXPA

  • View

  • Download

Embed Size (px)



Text of Using Personas and Stories Effectively - Workshop for TriUXPA

  • Using Personas (and Stories) Effectively TriUXPA February 26, 2014 Whitney Quesenbery WQusability and Center for Civic Design Twitter @whitneyq
  • Hi! User research, usability, accessibility Former theatre designer Personas (and their stories) as a way to communicate what we know about users, culture and context Researcher in new UI technologies Performance storyteller 2 Storytelling as a pivotal part of the creation, performance, and design process.
  • What do you hope to get out of this workshop? 3
  • What are we going to do? Personas: background and concepts Stories: and why they work Creating personas Definining the set Writing a persona Adding stories Introducing your personas: getting to know them better Seeing through personas eyes: to review a product, feature, site.... Designing with personas: from problem stories to solution stories Using personas for evaluation Analysis 4 Gathering information
  • Personas and UX
  • What do think personas are? What is the value of personas? 6
  • Personas can help address big challenges in UX Hearing users at all Organizing increasing amounts of data Building consensus around a clear, consistent view A realistic view of the people we design for 7 General market knowledge Points of pain Business or other functions met by the product Competitive marketplace and analysis Market segments Context of use Web analytics
  • Personas remind us to see the individual How do we understand each person, not as part of a demographic, but as an individual with a history, goals, actions and a relationship to the product
  • Whats in a persona? A. About the person B. Goals & motivations C. Attitudes and data D. Background story E. Scenarios 9
  • Personas create an integrated view of user research Personas are built from data They put a human face on analytics And their stories built empathy by suggesting the real people behind the persona 10
  • Personas can document assumptions 11
  • Stories connect us
  • We all tell stories 13
  • Personas and stories both start with listening Why listen? Deeply understand others Empower the speaker Research is about listening Ask for stories, not just opinion Listen for the emotion, attitudes, context in the stories Good listening elicits good stories Build a connection that bridges context and culture Built trust They understand me 14
  • Listening is not a competitive sport Be an appreciative listener Give them your full attention Acknoweldge what you hear, non-verbally Give the person time to think as well as talk Dont rush the end sometimes people have one last thought 15
  • Listening Exercise Work in pairs 1 minute each to be the speaker - then switch Speakers job: speak about something relatively comfortable Listeners job: just listen. Dont have to talk, interrupt or fill silences. Talk about something you made that you are proud of.
  • Ask the questions that encourage stories Have you ever [done something]? How often do you [do that thing]? What makes you decide to [do that thing]? Where do you [do that thing]? + + When was the last time you [did that thing]? Tell me about that. (and really listen) 17
  • Listen (and watch) for juicy tidbits Stories you hear from more than one source Strong detail and action Details that illuminate other user data or analytics Stories that contradict common beliefs Simple, clear, and compelling 18
  • Stories communicate patterns They... Communicate culture Store and transmit knowledge Explore new ideas They help us Share information in memorable form Understand emotion and desires 19
  • Stories create relationships
  • Stories are not a broadcast
  • Personas create connections Persona stories create a relationship between you and the audience 22
  • Stories create connections Sharing what you learn creates a second story triangle with the larger team 23
  • Stories create connections Personas bridge the gap between everyone on the team and the users the personas represent. 24
  • A story is shared by everyone who hears it First the storyteller shapes the story As they listen, the audience members form an image of the story in their own minds.
  • A story is shared by everyone who hears it The storyteller and the audience each affects the other and shapes the story they create. The most important relationship is between the audience and the story. The audience is a part of the story each time it is told.
  • Stories change how we think Our experience of the world is shaped by our interpretations of it, the stories we tell ourselves.... so the key to personal transformation is story transformation. Timothy Wilson, author of Redirect 27 Maria Popova, Redirect: A New Way to Think about Psychological Change, The Atlantic
  • Stories can be efficient Tanner was deep into a Skatepunkz gameall the way up to level 12when he got a buddy message from his friend, Steve, with a question about his homework. He looked up with a start. Almost bedtime and his homework was still not done. Mom or Dad would be in any minute. 28
  • Stories are embedded in the UX cycle Collecting stories: hearing what other people have to say Understand Analysis: finding patterns in shared stories Evaluate Success? Specify Evaluation: testing designs to see if they tell the story well Design Design: creating ideas that embody key stories
  • Storytelling is already part of UX We just dont call them stories User research Field studies Site visits Analysis Card sorting Cluster sorting Content analysis Evaluation Usability Testing Log Analysis Design Scenarios Wireframes Prototype walkthrough
  • Personas come in groups Organized around a clear set of distinctions between behavior A spectrum of different relationships with the organization Stages in behavior or relationships Do the personas represent a person, an activity, or a relationship One persona can grow over time Or each persona can represent a slice of time, a single role Personas can cover multiple secondary roles, with one primary role 31
  • A clear set of distinctions Look for variables that identify distinct differences between participants Test pairs of variables by plotting participants against them on a matrix P8 Try again until patterns start to emerge Clusters of participants represent possible personas P 1 Do they have a defining characteristic? P6 P10 1 3 P4 How are they different from the others? P5 How are these people alike? P7 P3 P1 2 P2 P9 Look for clusters of participants 11 In each cluster, one participant will often be the inspiration for the persona
  • A spectrum of roles and relationships 33
  • Open University Personas Student personas cover a complete student journey When we first meet them Enquiry process First module Progression through their university career Further on in life And, we can write stories for them for any project 34
  • Personas can grow over time SELF-HELPERS & CAREGIVERS Assistance and Tools - recipes and diet - checklists - resources info in the tools leads to specific questions EXPERTS Specific Questions - disease updates - diagnostic info learn what they need INFOSEEKERS General Information - warnings/risks - what is it gain more knowledge
  • Melissa Laura Elizabeth InfoSeeker Caregiver Expert I dont like to go backwards to go forwards I want to know how to help my I dont stay on a site long if husband nothing jumps out at me Goals: Lo