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University of Washington HCDE 518
Personas, Scenarios, & Storyboards
HCDE 518Autumn 2011
With credit to Jake Wobbrock, Dave Hendry, Andy Ko, Jennifer Turns, & Mark Zachry
University of Washington HCDE 518
Agenda Announcements, Hand in
assignments Mid-quarter eval review Sketching Critiques Break 5 mins Lecture – Personas Design Activity Break – 10 mins Lecture – Scenarios &
Storyboards Design Activity
Break – 5 mins Next Class Group Project Work Time
University of Washington HCDE 518
Announcements, Questions
R4 due now R3 grades posted P1 due next week!
Questions?
University of Washington HCDE 518
Mid-Quarter Eval Review
University of Washington HCDE 518
Sketching Critiques – 20 minutes
Break into groups of 3 people Take turns showing and explaining your 3 sketches
with each other Critics should offer advice and feedback about the
idea Strengths, Weaknesses, Originality, Feasibility Sketcher: take notes about what feedback was offered Critic: be critical, but constructive and courteous! Each critic should sign and date the page after the sketches
University of Washington HCDE 518
BREAK – 5 MINUTES
University of Washington HCDE 518
LECTURE – PERSONAS
University of Washington HCDE 518
PersonasScenarios & Storyboards
University of Washington HCDE 518
What is a persona?
A persona is a archetypal character that is meant to represent a group of users in a role who share common goals, attitudes and behaviors when interacting with a particular product or service
University of Washington HCDE 518
User Goals Personas should each have three to four goals
(1) Life goals, which are personal aspirations e.g., wanting to retire before the age of 50
(2) Experience goals describe how the user wants to feel while interacting with a product; they are personal and universal e.g., wanting to be competent while using the product
(3) End goals, which are tangible outcomes the user has in mind when using the product e.g., want to be updated about finances over last month
Typically experience/end goals are more helpful to designers
University of Washington HCDE 518
Purpose Empathy
We are engaged by fictional characters all the time in movies and books.
Focus Constraints on the user population so that a design team can
focus on a specific subset of users in specific situations while interacting with the to-be-designed product
Emancipates designers from problems that might arise when considering a full spectrum of users
Concentrate on the highest priority set of user goals and needs. Communication
Conduits for conveying a broad range of quantitative and qualitative data
Assumptions about users made explicit
University of Washington HCDE 518
Avoiding Stereotypes
In the void of user research, designers have only their assumptions and intuitions guide their work
“the whole point in creating personas is to get past our personal opinions and presuppositions.” Goodwin, 2002
Thus, make sure your personas to do not fall into your stereotypes of people in your target user groups!
University of Washington HCDE 518
Personas vs. Roles
Personas do not necessarily equal roles e.g., parent, doctor, programmer, actor, etc.
People within the same roles can have very different needs and goals e.g., new programmer vs. experience programmer e.g., parent of 1 vs. parent of 8 e.g., oncologist vs. podiatrist
University of Washington HCDE 518
Persona Types Primary – Chunks greater than ~30% Secondary – Chunks between ~5-30% Supplemental – Chunks less than ~5% Customer – Buying technology, but not user
e.g., parent buying toy for toddler Served – Indirect stakeholders
e.g., patients of an electronic medical record Negative – Who you're NOT designing for
e.g., novices, older people, kids, etc.
Make sure you specify the type on your personas!
University of Washington HCDE 518
Three Basic Steps to Creating Personas
1) Collect data about users 2) Segment the users 3) Create personas
University of Washington HCDE 518
Example
Designing an interactive, mobile directory for people in Kyrgyzstan. Research by Cynthia Putnam (HCDE PhD Alum)
University of Washington HCDE 518
Personas need to be created using data from real users Can be qualitative or quantitative, but usually both
helps Qualitative helps get rich picture of ideas and people Quantitative from a large sample ensures that your
personas are representative of target users
Step 1: Collect Data
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Step 1: Collect Data – Example Putnam used a combination of pre-existing
data types for Krgyz Personas Large scale survey Design Ethnography
Created with a proposed product in mind Mobile social software (MoSoSo) directory
Goal: provide accessible, reliable, and free information about phone numbers using social networks
E.g., Angie’s List, Amazon buying recommendations
University of Washington HCDE 518
Step 2: Segment the Users
Can use affinity diagramming to help sort through qualitative data
Use surveys to look for major groupings, especially based on user goals for technology or major motivations
University of Washington HCDE 518
Step 2: Segment the Users - Example• 460 respondents owned used and owned mobile
phones• “What was your motivation to acquire your
phone?”• Three logical groupings
– (1) Replacement for home phone motivations; – (2) Practical motivations
• Desire to make outgoing calls and pricing motivations– (3) Social motivations
• Desire to receive incoming calls and a need for a mobile phone because friends had them.
University of Washington HCDE 518
Segmentation Groups Replacement group:
45 (13%) individuals in the replacement motivation group 84% of this group claimed to not have a phone at home
Practical group: 194 (55%) individuals in the practical motivation group 99% gave a need to make calls when away from home or
work as the motivation Social group:
113 (32%) individuals in the social motivation group 85%wanted people to reach them at all times
University of Washington HCDE 518
Attitudes
People who do not use mobile
phones are missing out on
things
Mobile phones are mostly a
form of entertainment*
Mobile phones represent a
threat to local culture and ways
Mobile phones are confusing
and hard to use
Mobile phone access is too expensive**
Mobile phones enable me to
access relevant information*
Mobile phone use is
monitored*
People have too use Russian too often when they
use a moble phone**
It is difficult to use mobile
phones if you don’t know English ***
Mobile phones are importanto
my future career
Replacement 65% 42% 32% 21% 64% 93% 44% 69% 70% 77%
Practical/Price 62% 29% 21% 19% 66% 82% 61% 65% 45% 82%
Social 53% 35% 21% 18% 51% 79% 45% 50% 32% 83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
University of Washington HCDE 518
Step 3: Create the Persona
Photo Name – first name starts with the first letter of the segmentation
(e.g., Shirin Social, Rosa Replacement) Quote that describes the user goals with the product Goals - a priority rating and specific objectives are also suggested Biographical profile and personal information that affects usage Computer, internet and other technology usage are common
components Key Point: Back up persona with data whenever possible!
University of Washington HCDE 518
Presentation Types Paper-based or digital mediums (most common)
Single Page Information Sheets Handouts Posters
Other types Beer glasses Action figures Key chains Facebook profiles
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Step 3: Create the Persona
Parxat: Practical user Shirin: Social user Roza: Replacement user
Download Personas: http://courses.washington.edu/hcde518/readings/personas/
University of Washington HCDE 518
University of Washington HCDE 518
University of Washington HCDE 518
University of Washington HCDE 518
P1 – Personas
You will create at least 3 personas for your potential users of your proposed system
Make sure personas are based on your user research and convey user’s goals
Specify whether persona is primary, secondary, supplementary, etc.
University of Washington HCDE 518
Persona Templates
Download pre-made templates for formatting personas: http://zakiwarfel.com/archives/persona-
templates/ http://graffletopia.com/stencils/460 http://courses.washington.edu/hcde518/project/
PersonaSample.docx
University of Washington HCDE 518
Design Exercise: Persona Creation
System Goal – Design an interactive system to facilitate parent-pediatrician (child doctor) communication
Questions to ask: How might you gather the data? What would the user goals be?
Who might the different personas be? Primary, Secondary, Supplemental, Customer,
Served, Negative
University of Washington HCDE 518
BREAK – 10 MINUTES
University of Washington HCDE 518
LECTURE – SCENARIOS & STORYBOARDS
University of Washington HCDE 518
Three Ways of Telling Stories
Scenarios Written accounts and narratives of the experience Analogy: Books
Storyboards Visual storytelling with rough sketches/cartoons Analogy: Comics, Picture books
Video Scenarios/Storyboards Richer visual storytelling Analogy: Movies/TV
University of Washington HCDE 518
Storytelling
Can be used to both: Tell the users’ current situation Describe a users’ hypothetical experience using a
new technology design
Can be written, visual, or video-based Alternate ways of conveying a story
University of Washington HCDE 518
Personas + Scenarios
Scenarios are often used to convey the experience and frustrations with current technology
Often the scenarios tell a story about your personas
University of Washington HCDE 518
Written Scenarios
Allow the user to imagine themselves in a given situation Similar to books, imagination plays some role
This is good and bad Good for engagement Bad for specifics
Use personas as characters to help with empathy They should be fully developed
University of Washington HCDE 518
Example Scenario
Before the clinic visit, Sue, a CEO, describes how she feels: “you walk into an appointment already scared, already having half convinced yourself that the worst is about to happen…you can't listen as fully… the stress of being in these meetings, even for someone like me that functions well in high stress environments, whoosh.” During the visit, Sue sits on the exam table balancing her question list and pencil on her lap, while she attempts to maintain eye contact with Dr. Jones, to record notes, to communicate with hand motions, to track her list of questions, and to collect handouts that are given to her. At one point, Dr. Jones becomes frustrated when he discovers that Sue has neglected to bring in a list of her current medications with their dosages….
University of Washington HCDE 518
Scenario Continued
….Next, Dr. Jones commences to describe Sue’s treatment options at 204 words per minute (normal conversation rate is 125-175 words per minute). Sue exits the appointment realizing that she forgot to ask an important question about how to manage the surgical drains embedded in her body. In later discussions with the friend who she brought to the clinic with her, they discover that each came away with a different interpretation of the treatment options that Dr. Jones presented. Whose interpretation is correct? Additionally, as Sue looks through the collection of notes from a previous visit, she discovers the name of a genetics book, but she can’t remember why she recorded that information. Did the doctor recommend it? Was there a particular chapter to look at? How did this book relate to her specific health condition?
University of Washington HCDE 518
Video Scenarios
Similar to written ones, but acted out and filmed Advantages
Can be more engaging Specifics/prototypes are shown more easily
Disadvantages Requires actors Much more difficult to create May be harder for people to relate to
University of Washington HCDE 518
Example video scenarios
TransTracker http://courses.washington.edu/info360/
spring2009/videos/TransTrackerMED.mov (130 MB)
ParkSmart http://courses.washington.edu/info360/
spring2009/videos/ParkSmart.wmv (27 MB)
Made by students in James Landay’s HCI class
University of Washington HCDE 518
Storyboarding
What is it?
University of Washington HCDE 518
Uses / background
Very similar in nature to: Comic art / cartoons
Used in: Movie / multimedia design Product / software development
University of Washington HCDE 518
University of Washington HCDE 518
How is it done?
Determine the story A very iterative process through a lot of initial drafts Includes a lot of brainstorming Start with a scenario and break into logical segments
Sketch on pen + paper Generate more polished art for presentation
University of Washington HCDE 518
Storyboarding
Challenges Determining what to draw is hard Drawing is difficult! How is it presented? (time, length, attention)
Usefulness If done right, can help gain quick invaluable user
feedback on early ideas Quicker / easier than building the whole
application or a prototype
University of Washington HCDE 518
Examples
If you’re the user, how would you feel about this service? How do you think it would work?
University of Washington HCDE 518
Elements of a Storyboard
Visual storytelling
5 visual elements1. Level of detail2. Inclusion of text3. Inclusion of people & emotions4. Number of frames5. Portrayal of time
Truong et al., 2006
University of Washington HCDE 518
1. How Much Detail?
Guideline: too much detail can lose universality
Credit: Scott McCloud
University of Washington HCDE 518
1. How Much Detail?
University of Washington HCDE 518
2. Use of Text
Guideline: It’s often necessary, but keep it short
University of Washington HCDE 518
3. Include People and Emotions
Remember, the point of storyboards is to convey the experience of using the system
Guideline: Include people experiencing the design and their reactions to it (either good or bad)
University of Washington HCDE 518
4. How Many Frames?
Guideline: 4-6 frames/panes is ideal More is not always better. Why?
May lose focus of story May lose reader’s attention
What this means: Less work on the designer Must be able to succinctly tell story
University of Washington HCDE 518
4. How many frames?
University of Washington HCDE 518
5. Passage of Time
Guideline: Only use if it’s necessary to understand story
University of Washington HCDE 518
Drawing is hard…
It doesn’t have to be drawings..
University of Washington HCDE 518
Blur out unnecessary detail
Use Photoshop filter “cut out” or similar
Demo
University of Washington HCDE 518
Grab images form other sources
http://designcomics.org/
University of Washington HCDE 518
Get inspired by other comics
http://www.ok-cancel.com/
University of Washington HCDE 518
Summary
Think about how long you have a captive audience
Think about how much you want to tell Think about options for presenting sequences
of drawing
University of Washington HCDE 518
Design Activity: Storyboarding In small groups, spend 15 minutes doing a very rough sketch
of a storyboard solution for the following design concept: “A navigation system that helps long-distance cyclists find
restaurants and amenities” First write a short scenario and then draw pictures depicting
the scenes (stick figures are fine!) Think about:
Use of people and emotions Indicating passage of time Usage of text captions Amount of detail Number of frames (4-6)
University of Washington HCDE 518
BREAK – 10 MINUTES
University of Washington HCDE 518
Next Class
Wednesday, November 2 Ideation & Sketching
Upcoming Work P1 due on Wednesday! Reflection 5 Sketching, Week 6
Theme: Sketches for your project
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GROUP PROJECT MEET TIME