user modeling lecture # 7 gabriel spitz 1. user interface design process gabriel spitz 2 needs...
TRANSCRIPT
Gabriel Spitz
1
User ModelingLecture # 7
Gabriel Spitz
2
User Interface Design Process
NeedsAssessment
Competitive Analysis
PersonaDevelop
Task Analysis/Use Cases
MockDesign
WorkflowDesign
ConceptualDesign
WireframeDesign
Formative Evaluation
MockupDesign
PrototypeDesign
Requirements Development
Design
Evaluation
MockDesignSummative Evaluation
Effective User Interface
Matches user characteristics
Focuses on user tasks
Is suitable for use in its intended environment
Gabriel Spitz
3
Gabriel Spitz
4
Our First Step in UI Design Identify and Describe Our User
Good UI tries to match user characteristics
Gabriel Spitz
5
• B2B website serving primarily business people
• Conservative in style
• Colors are less bright
• Call for action more subtle
Gabriel Spitz
6
• A Design Catering to Conservative Attitudes When It Comes To Money
Gabriel Spitz
7
• C2C website serving the general public
• Uses brighter and a larger set of colors
• Large and prominent Images
• More pronounced call for action
Gabriel Spitz
8
A Design Catering to Fun Loving Teenagers
Gabriel Spitz
9
A Design Catering to subdued attitudes of seniors – Colorful, but quiet
Gabriel Spitz
10
Identifying Our Users Are Everywhere
Gabriel Spitz
11
Challenge – Narrow Down Potential Users
• To maximize the fit between our application and the users we need to design for a very clearly defined group of users
• A design for everyone is often a design for no one
Gabriel Spitz
12
Also: Identify Direct and Indirect Users
Gabriel Spitz
13
Nurse
Patient
DirectUsers Indirect
Users
e.g., Need to support large font
Design that Ignores Secondary UsersGabriel Spitz
14
Should a patient sign this document too?
Before and After ConsideringSecondary Users
Gabriel Spitz
15
Our Goal – Identify Focal Groups
Gabriel Spitz
16
All potential users Focal users
Criteria for Selecting Focal Groups
Select 2-3 types of users or user roles to support based on: Type and category of the application we build Its business goals and objectives Business Case
Gabriel Spitz
17
Gabriel Spitz
18
Describing the User Persona – A Design Tool
Once the focal groups are identified, we need to describe the user
Description of the user in general terms such as All Students, Every Senior Person is not helpful It does not help us make effective design decisions
To support effective design we need to have in mind real users and envision the way they will react to a feature or design decision in our UI
A good tool to help us is User Persona
Gabriel Spitz
19
What is a Persona?
User Persona is an instantiation of a hypothetical user
It is a description of a typical user along with stories about how s/he might use an application to meet his/her goals
It is an archetype of the user which will help guide decisions about the product and its characteristics
Gabriel Spitz
20
Example of a User Persona
Example of User Persona
Gabriel Spitz
21
the goal of persona is to bring the user to life and use it to design and communicate
Gabriel Spitz
22
Use of Personas in Design
Examine a design feature in the context of our persona Will this feature meet the goals of our persona Is the feature important enough to our persona to justify
the development costs How should the feature be characterized to provide
optimal usability for our persona
Methods for Creating User Personas
Use ethnographic interviews with real people Immersive observation and direct 1:1 interviews
Focus on what users know and capable of achieving Gather indirect information from marketing, sales, and
technical support people They have a good understanding of who are the users and what
capabilities they poses
Make sure their information is current
Gabriel Spitz
23
Content of User Persona
User Persona includes in its description Name Role and job title Description of relevant goals, motivations, pain points Quotes and stories in the person language Relevant demographic information User characteristics Description of primary activities
Gabriel Spitz
24
Design Questions for a Persona
Persona should inform the designer about: Specific knowledge they have of our application
E.g. Would the term “Enter” be meaningful to them Domain knowledge
E.g. Credit vs. Debit How often will they use our application
E.g. Once a month Where will they be when using the application
E.g. Outside the bank What expectations they have when using our application
E.g. Can take out unlimited amount of money All of the above help us anticipate the characteristics of the application
we need to consider
Gabriel Spitz
25
Gabriel Spitz
26
Guidelines for Creating Persona
Keep persona set small
Focus on the user not the buyer (of the application)
Add life to persona
Use the right goals
Persona must be specific to the design problem
Kim Goodwin; http://www.uie.com/articles/perfecting_personas
Gabriel Spitz
27
@ Keep Persona Set Small
The goal of persona is to provide context for decision
Too many personas will impose a memory load and reduce their effectiveness
Limit the number of personas to distinct behavioral patterns, not demographic E.G., A manager and an employee will have different
behavioral patterns when it comes to CRM, but probably not for email
Gabriel Spitz
28
@ Focus on the User not the Buyer
Marketing people focus on people that bring in most money or a growing segment of the population
Design needs to focus on the people that will use the application, not those that will buy it E.G., in commercial setting the buyer and therefore the
target of Marketing is the executive. The user is the technician
Gabriel Spitz
29
@ Add Life to Persona
Focus on goals, behavior patterns, environment, and attitudes first
Than add a few personal details to reinforce the persona characteristics
Remember Persona is first a design tool
Gabriel Spitz
30
@ Use the Right Goals
Each persona should include 3-4 goals
Goals are things users want to accomplish tasks are the way to accomplish goals
Select goals that are related to or will help the design
Thus goals should be with respect of what an end user would like to get out using the tool – Outcome
E.G., Passengers do not want a boarding pass;They want to get home
Gabriel Spitz
31
@ Make Persona Unique to a Design Problem
We can not use persona that was created for a different domain.
Within each domain personas will have different goals and different behavioral patterns
Gabriel Spitz
32
Benefits of Using Personas
Help understand the users - who they are, what do they know about our tasks help design the product
Clarifies assumptions - use scenarios help team members share and formalize assumptions about users and usage
Fully explore the design - use scenarios help explore important aspects of the design
Provide context for reviewers - when trying to evaluate the design
Example of Relevant User Information
Check In Kiosk Users’ goals – e.g. Get home fast Users’ Characteristics – e.g. Limited language skills,
forgetful (I don’t know my flight number), uptight, etc. Usage environment– e.g. Standing vs. sitting, heavy bag
on shoulder, infrequent use
Gabriel Spitz
33
In Summery - We Create Personas To
Help us understand why our users are not us
It is not for-us-by-us
Identify and prioritize features and functionality
Identify users for testing
Understanding users is critical to getting value out of SW
Gabriel Spitz
34