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Experiences / Content Slide 2 Change in media environment US Teenagers are consuming 11 hours of media in 7.5 hours Multi-tasking makes functions/experiences shorter and simpler Multiple devices at the same time o TV o Ipad o phone Slide 3 experience > content Content is reliant on the user experience to be relevant The same story o Printed out as a book o Printed out on the TV o Printed out on a computer screen o Printed out on a mobile phone Slide 4 experience The right type of content for the right type of user/audience experience Big Media Myth of reusability of content o Limited benefit re-utilising content Need to change for different media types TV/Internet video are closest linked (but not for long due to interactivity) o What is the true experience the audience/user wants from you in this medium? Slide 5 experiences trump content mobilefixed basic phone feature phone smart phonelaptpipad internet TVPC gaming consolein store personal333230100 location023131113 interactive123331331 transactional333221211 lean forward333311300 lean back000033030 non device specific222321300 social233331310 Ratings from 3 (strong) to 0 (non existent) Slide 6 Slide 7 Slide 8 Slide 9 Slide 10 Slide 11 User Experience n. the overall experience and satisfaction a user has when using a product or system Slide 12 User Experience is multifaceted! Slide 13 User Experience is -a multi-disciplinary process of design - Information Architecture - Interaction Design - Ethnography - Branding - Library Science - Usability Slide 14 What is an experience? Slide 15 Language for communication: Signs, Signals & Labels Slide 16 Experiences can be designed Slide 17 Redefine the problem Slide 18 Observe, Listen, Try then do it all over again Slide 19 Do you want to know the weather? Or what to wear tomorrow? Or how long the commute will take? Slide 20 Creating an experience what do you want the user to feel How often do you want them to engage How long per engagement Which devices will they engage on for what Why will they come back Why will they share it Why will they find it What is your competitive advantage Slide 21 Slide 22 Slide 23 Slide 24 Slide 25 Slide 26 Slide 27 Experience is a Sum of Moments Slide 28 How do you welcome people? Slide 29 Make people smile Slide 30 Make it tactile Slide 31 Technology is the name we give to stuff that doesn't work properly yet - Douglas Adams Slide 32 What is Technology for? To help people perform tasks? Slide 33 What is Technology for? To help people achieve goals? Slide 34 What is Technology for? To help people Slide 35 Who is Technology for? One of the most important questions for any project is who is this device for? For example, how do you present information on a website to o Kids o Teens o Adults o Elders Would you use the same tone, navigation, visual style? Slide 36 One size doesnt (often) fit all Strategies for designing for people o Design a system that can be used by anyone o Design specialised systems for each type of audience When to design one size fits all o Public access terminals - e.g. train ticket machines Even then it pays to understand who youre designing for and to design for the most challenging case Slide 37 Self-Referential Design Designers know what they like. Left unchecked it s very easy to end up designing for yourself. Designers are not representative of the intended audience however. Engineers even more so! By constantly referring back to Personas designers can ensure that they are not just designing something they like. Graphic/Visual design also suffers from this problem. Slide 38 Personas Slide 39 What is a Persona A Persona is a description of a character that the site will be designed for. Acts as a focus for design It is o An archetype, a stereotype o A design target o Specific (but not excessively so) It is not o Politically correct o A marketing demographic o An average Slide 40 What is a Persona A Persona includes information such as Personal profile age, sex, education, job, hobbies, family, socio-economic group, etc Role job role for work-centred sites position in household for home-centred sites (eg mother) Flavouring back-story, what sort of house they live in, how long theyve had their job, where their parents live, when they got married, where they went on their honeymoon, etc Slide 41 Should be recognisable A good persona generally gets o oh, I know someone just like that The designer should feel they know them well enough that they can answer questions about them Once into design thats exactly what youll be doing! You need to know them well enough to get into character - rather like method acting! Slide 42 An Example: Marjorie Bannet Biography o 78 years old o Just moved to Penrith from Windermere o Has a son in Hastings, and a daughter in Newcastle o Doesnt know anyone else in Penrith yet o Hasnt been driving for a few years now o Sometimes feels lonely o Has a help come in once a week o Would like to be able to read more Slide 43 An Example: Marjorie Bannet Health o Has trouble sleeping from time to time. Will wake up in the early hours and often not get to sleep again for 2-3 hours o A little arthritis in her hands o Early cataracts, so less acute vision o Can move about, perhaps not quite as quickly as she could 10 years ago o Sometimes has a rest in the afternoon Slide 44 An Example: Marjorie Bannet Technology o Has never used a computer before, and is a little nervous about them o Has a mobile phone, and instructions on how to use it from her son o Uses the microwave to prepare many of her meals o Uses a video recorder, but cant be bothered setting it to record things Slide 45 Whats the right level of detail? A persona should be rich enough that they are a believable person. The designer must be able to feel empathy for the persona for them to be effective. They should be normal people, not laden down with quirks, although they should have typical preferences. Demographics are important, but you also need a few personal titbits. These help you see a person - not just a statistic, and develop empathy. Slide 46 A Persona has Goals A persona has goals they want to achieve, not tasks they wish to perform Tasks pre-suppose a solution, goals are invariant The goals should be mostly relevant to the device being designed, although some may be more general and include lifestyle goals Slide 47 An Example: Marjorie Bannet Goals o To not be lonely o Keep in touch with her sons and their families o Avoid frustrating technology experiences! o Not be reliant one anyone Slide 48 How do Personas help? A persona acts as a focus for the design As design options are created each one can be very rapidly tested by asking would Marge understand this? The personas goals direct the design towards an solution which genuinely solves the correct problem The next step is creating design, starting with Scenarios Slide 49 Different types of Personas There are several types of personas o Primary - this is the person youre mostly designing for. If you only have one persona they will be primary o Secondary - not the main target, but they should be satisfied if it can be done without upsetting the primary o Negative - this is someone who are explicitly NOT designing for - useful to avoid but what about Fred the freak who wants arguments o Bit Part - not always a full persona, but someone who interacts with a persona in a significant way Slide 50 Scenarios Slide 51 Scenarios in Design A scenario is a walk through a design, from the point of view of a specific persona. They can be done at various levels of detail. Initially a scenario will be very vague, but as the design is filled in and refined it will become more and more specific. Its important that vague scenarios be completed before detail is added, since this forces Breadth First design. Slide 52 High Level Scenario Marjorie is lonely, and would like to have a chat with someone. She finds out (or knows) who is about that she can chat with She invites Robert round for a chat, and banishes the loneliness. Goal Directed No mention of the implementation A solution is being defined Slide 53 Medium Level Scenario Marjorie is lonely She looks at her device, and it shows her who is online. She sees that Robert is available, so she invites him for an online chat. Robert accepts her invitation, and they start chatting. Still Goal Directed The implementation is implied A solution has been defined Slide 54 Low Level Scenario Marjorie is lonely She looks at her tablet PC, which is switched on and sitting on her coffee table, and she can see in the address book that Robert, one of her contacts, is online, and has set his status message as Want to chat?. Marjorie select Robert, and then selects the chat program, and taps the start button. She then writes a short invitation to Robert Hello Robert Slide 55 Compared to HTAs HTAs are an analysis of a task that already exists. They include multiple levels of detail. Scenarios start with almost no detail. The scenario suggests new details that need to be filled in, which provides a design problem to be solved. The design solution then feeds into the next iteration of the scenario. At each level multiple solutions can be tested. Slide 56 Testing Design Solutions As the scenario and design evolve together Personas can be walked through the emerging design. o Would the persona understand the design? o Does the design help the persona achieve their goals? o Are there parts of the design (excise) which are not moving the persona towards their goals which might be removed? These questions should be answered by the designer, based on their empathy with the persona Slide 57 Secondary Personas Secondary Personas will have their own scenarios, for those extra requirements they have. They should be able to achieve their goals without distorting the design for the Primary. If its not possible to accommodate both the Primary and the Secondaries reasonably, then a better option might be a second design. Slide 58 Creating Personas Slide 59 How to create a Persona Personas should be created by the designers who will ultimately use them. The designer should interview, target users of the system to be designed. If designing a movie database (as we are going to) then attitudes to movies should be examined. Slide 60 Movie database user Persona What are peoples goals when looking for movie information? Why are people interested in movie information? What sorts of information are important to achieve those goals? When are you interested in getting movie information? Do you do this on your own, or with others? Slide 61 Collating into Personas After interviewing a number of people youll spot similar ideas coming up repeatedly. You should start to identify a few different types of people. e.g. With movies, some people might just turn up at the cinema and see whats on. Others might see a movie and plan to go to it when it comes out. Each of these different types is probably a separate persona. Slide 62 Design for a single Persona Now you need to pick a Primary Persona. Just One! You might also want to pick a couple of secondary personas (but not too many) If theres someone who you know youre not interested in supporting, they are a negative persona. Slide 63 Problems Personas help you avoid Slide 64 The elastic user Without personas talk tends to drift towards the user. Then you get questions like o what if the user wanted to do If several people are asking these questions they are probably all imagining different users. The resulting design would be a hotchpotch, and probably not make much sense to anyone. Personas ensure everyone is aiming at the same user. Slide 65 Design for one, works for many Because personas are archetypes there are many people out there who will be close enough to a Persona that they will be happy with the design. Surprisingly designs generated using a Persona methodology often have wider appeal that designs which try to cater to all. So keep focussed. Once youve selected a Persona stick to it, dont allow yourself to switch to a different one mid way through. Slide 66 Project Time Slide 67 Site Evaluations One commerce One informational One classifieds What is the persona What is the scenario Slide 68 Workgroup task You are launching a new daily technology/lifestyle magazine Targeting peple who love latest gadgets What digital mediums do you use Provide a treatment per medium for the content that you would offer o Headline lengths and structure (if any) o Story length o Images/video etc o Sharing and interactivity Slide 69 Cognitive surplus Wikipedia/open source software shows power of social organization Human desire to improve invisible university Not Generational aspect o Command and control vs association o Speed and ease of information transfer dissappearing as barrier to comms Socialising behaviour not uncommon Slide 70 Something better than TV Napster and social sharing of music o Branded as piracy and generational in an age where there is less crime in developed countries o Music always been shared, just being shared differently now Slide 71 Examples of great content structuring for medium Twitter Huffington post Glo.msn.com Wonderwall Flipbook Itunes NYT Slide 72