user research: personas, scenarios, user stories

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Personas, scenarios and user stories Tallinn Summer School / IxDworks.com Understanding Users

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Page 1: User Research: Personas, scenarios, user stories

Personas, scenarios and user stories

Tallinn Summer School / IxDworks.com

Understanding Users

Page 2: User Research: Personas, scenarios, user stories

http://v2.centralstory.com/about/squiggle/

We are here Heading here

Page 3: User Research: Personas, scenarios, user stories

Users

Page 4: User Research: Personas, scenarios, user stories

Imaginary personas

a 28-year old waitress on a

maternity leave

69-year old, retired engineer, who enjoys exploring outdoors

with his wife

15-year old student, who likes long boards,

pool and girls

Hanna Takashi Marco

Page 5: User Research: Personas, scenarios, user stories

Imaginary personas

Different

AgeGenderBuying habits Income level Household size Family life cycleAttitudesetc...

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Same?

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From interaction point of view even very different people could have similar goals.

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A way to go around

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Semi-private space

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Efficiency of interaction/ Relaxation

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Forecast for planning

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Persona’s goals

to be able to: ... move around easily ... retreat to a (semi) private space ... communicate and seek fundamental information on the move ... predict conditions and plan daily activities

solutions A, B, C ....

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Sometimes goals are more specific

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Navigationdashboard?

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Table management?

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Trainingtracking?

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UX & Goals

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“User experience is a stream of passing

momentary feelings”– M. Hassenzahl

Page 19: User Research: Personas, scenarios, user stories

Be-goals, experienceHedonic; feeling/being

e.g.

Relax

Look cool

Remain focused

Be independent

Be loved“A constant

stream of self-talk” – Forlizzi & Battarbee

Page 20: User Research: Personas, scenarios, user stories

Experience goalsHedonic; feeling/being

e.g.

Look cool

Become admired

Remain focused

Get rich

Be loved

Do-goals, actionsPragmatic; doing

e.g.

Post a Tweet

Look up a place

Set up a website

Play a game

Close Facebook account

Page 21: User Research: Personas, scenarios, user stories

A user experience occurs when a person interacts with a product.

Page 22: User Research: Personas, scenarios, user stories

Do-goals,actions Tasks

Be-goals,experiences

Share a photo 1. Take photo2. Add info3. Upload4. Preview

Self-expression

Page 23: User Research: Personas, scenarios, user stories

• Foundation for the design

• Ground for discussion

• A “reality check”

• Empathy

• Easier to relate (than to e.g. flow chart)

Why goals?

Page 24: User Research: Personas, scenarios, user stories

Towards User Personas& Storytelling

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We can’t ask users to be with us all the time, thus we make

user models.

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Persona

• Describes (your app’s) imaginative users archetypes.

• Is based on the real research and observation. • Shows user goals and their behavior patterns• Helps to crack “what” and “why” questions• Primary, secondary, supplemental, non-persona

Page 27: User Research: Personas, scenarios, user stories

Fake persona

• Stereotype or a caricature

• Can’t be backed up• Factoids• Fun, but often useless

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Persona• Used as an aid to help express, discuss and

validate design questions and decisions, e.g.

• Would the persona (“Bob”) use this?• Is this logical?• Does this make sense to this persona?• Is it fun / exiting / motivating... ?• Bob would not like this, because....

Page 29: User Research: Personas, scenarios, user stories
Page 30: User Research: Personas, scenarios, user stories

SourcesPrimary Secondary

Personal know-howStakeholdersOnline discussionsDomain expertsInformed guessesFeedbackSurveys

Contextual inquiry; Talking to people directly,Observing their behavior

*Bonus

Page 31: User Research: Personas, scenarios, user stories

• Talk to people who a different from you and what you know already

• Look for reoccurring issues and trends, language (lingo), surprises...

• Acknowledge your biases and be open-minded

Page 32: User Research: Personas, scenarios, user stories

Persona documentation• Helps to communicate persona to other stakeholders• A document might include e.g.

• background info: age, gender, occupation• mapping, such as technical skills• a short description of an activity, that is related to the

current context or problem settings and frustrations• goals

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A business card.

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Example template, yours can look different!

Background Bio

Name, (age), (role), occupation, education

Photo(s)Description

E.g. use environment or context, where the problem occurs and current solutions and frustrations.

Goals

• What are the user’s end goals?

• 2-4 end goals and 0-1 life goals is enough for this workshop

Mapping

E.g. computer skills, necessity vs fun, quality vs price.

Page 35: User Research: Personas, scenarios, user stories

Example template, yours can look different!

Petter Tamm

44, botanic garden worker, father of two children

Goals

• Wants to manage bulk orderings more efficiently

• Is looking for quality reviews about new products

Reads reviews to find best...

quality price

As a lead gardener, Petter is responsible in ordering nutritions and specific soil for the plants for the city’s botanic garden. Currently he has to do bi-weekly orders over the phone from his office, calling manufacturers one by one.

Page 36: User Research: Personas, scenarios, user stories

Before moving ondefine “what” of your project

What need does it serve?

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Scenarios

Page 38: User Research: Personas, scenarios, user stories

Scenarios• Stories that help understand interactions

• A cheap way to illustrate design solution from user’s (persona’s) point of view

• Tell user’s goals, motivations and actions

“What should this product do?”

“How would user behave in this context?”

“What if...?”

Page 39: User Research: Personas, scenarios, user stories

Scenarios

• without your solution present-based

• Focus is set on current practices that illustrate ‘state of the art’ and the problem context

• with your solution future-based

• Focus on how problems could be addressed (without diving into much details).

Scop

e of

wor

k

Page 40: User Research: Personas, scenarios, user stories

It’s Friday afternoon. Petter opens his desktop computer at the botanic center’s office. He wantsto be quickly done with the extra flower soil orders.

Petter decides to order the same combination of products as four weeks ago, but in smaller quantity. He does not order nutritions this time.

Petter is not interested in staying at the office long. As soon as the order is done, he leaves work to pick his daughter from school.

Context-based scenario

Page 41: User Research: Personas, scenarios, user stories

It’s Friday afternoon. Petter opens his desktop computer at the botanic center’s office. He wantsto be quickly done with the extra flower soil orders.

Petter decides to order the same combination of products as four weeks ago, but in smaller quantity. He does not order nutritions this time.

Petter is not interested in staying at the office long. As soon as the order is done, he leaves work to pick his daughter from school.

Story background, settings Goal “extra orders, quick”

Motivation: efficiencyHigh level actions

(e.g. re-ordering x with changes, not ordering y.)

Page 42: User Research: Personas, scenarios, user stories

• In what settings will the product be used?

• Is the persona frequently interrupted?

• With what other products will it be used?

• What primary activities does the persona need to perform to meet her goals?

• What is the expected end result of using the product?

etc.

Page 43: User Research: Personas, scenarios, user stories

Use Cases/User Stories

Page 44: User Research: Personas, scenarios, user stories

Use Cases

A step-by-step, often detailed description of product’s behavior, which helps the user (and other actors) to achieve a result.

Components: Use Case, Actors, Steps

Success Condition: what is considered a successful end to the use caseFailure Condition: what is considered a failed end to the use case

Page 45: User Research: Personas, scenarios, user stories

Steps / Basic course of events

1. Check what has been ordered before.2. Renew a previous order.3. Modify the order to suit current situation.4. Place the order.Alternative course of events

In step 1. check favorite orders.

Use CasesSimple example

Use Case – Ordering extra soil. Actor – Petter / botanic garden worker

Page 46: User Research: Personas, scenarios, user stories

User Stories

A simple, easily readable description of a specific user need.

As a (persona/role) I want to do (what),

so I can benefit (how).

As a botanic garden workerI want to order extra soil.

Original model popularized by Mike Cohn,Screenshot: ScrumDesk

Page 47: User Research: Personas, scenarios, user stories

Condition details

User Stories

Epic / Saga user stories

Theme user stories

User stories with clear conditions of satisfactions

Theme user storiesTheme user stories

Page 48: User Research: Personas, scenarios, user stories

Condition details

Epic / Saga user stories

User stories with clear conditions of satisfactions

As a gardenerI want to quickly order extra soil.

... to see previous offers. – Condition: similar to the new offer

... to modify the order.

... to submit a new order.

etc.

As a gardenerI want to order soil.

Theme user stories

Page 49: User Research: Personas, scenarios, user stories

Today’s “To Do”

Page 50: User Research: Personas, scenarios, user stories

Today’s To DoAdd notes to your blog

1. Discuss and describe 1 primary persona2. Write 1-2 scenarios based on persona’s goal

• How would persona use your solution? 3. Write few user stories OR an use case(s) based on

the scenario(s)

Page 51: User Research: Personas, scenarios, user stories

Resources• Cooper, Alan, Reimann, R & Cronin, D. (2007) About Face 3: The essentials of interaction design. Wiley; ISBN:

0470084111

• Hinton, Andrew. Personas and the Role of Documentation. (2008) http://boxesandarrows.com/personas-and-the-role-of-design-documentation/

• Accessibility in User-Centered Design http://www.uiaccess.com/accessucd/personas.html

• Hassenzahl, M. (2008). User Experience (UX): Towards and experiential perspective on product quality. http://www.researchgate.net/publication/238472807_User_experience_(UX)_Towards_an_experiential_perspective_on_product_quality/file/60b7d51bf4873231da.pdf

• What research methods could I use to create personas? http://ux.stackexchange.com/questions/21891/what-research-methods-can-i-use-to-create-personas

• Personas http://wiki.fluidproject.org/display/fluid/Persona+Categories

• Mike Cohn. http://www.mountaingoatsoftware.com/articles?tag=user%20stories

• Stellman & Green. Building better software. http://www.stellman-greene.com/2009/05/03/requirements-101-user-stories-vs-use-cases/

• User Story map http://winnipegagilist.blogspot.com/2012/03/how-to-create-user-story-map.html

Page 52: User Research: Personas, scenarios, user stories

Images• A women with a child https://www.flickr.com/photos/eraphernalia_vintage/3184104746/sizes/o/

• Senior couple https://www.flickr.com/photos/thepismire/3238750476

• Longboard boy https://www.flickr.com/photos/marcogomes/787647547/sizes/o/

• Ramps https://www.flickr.com/photos/borkazoid/4202740785/sizes/l

• Mobile Cubicles https://www.flickr.com/photos/alpha600/3255806387/sizes/o/

• Mobile device https://www.flickr.com/photos/ebayink/6816581064/sizes/l

• Boat https://www.flickr.com/photos/time-to-look/14551961151/sizes/l

• Restaurant https://www.flickr.com/photos/en321/9908577253/sizes/l

• Girls with ice-creams https://www.flickr.com/photos/pbaitor/4998329309/sizes/l

• Woman in hospital bed https://www.flickr.com/photos/uhduh/12242998/sizes/l

• Girl with a phone https://www.flickr.com/photos/brandoncwarren/2952179726/sizes/l

• Men on a bench https://www.flickr.com/photos/scottrsmith/6194527237/sizes/l

• Woman at ATM https://www.flickr.com/photos/betsssssy/435300495/sizes/l

• User Case Map http://www.batimes.com/articles/user-stories-and-use-cases-dont-use-both.html