Questions?• Homework #1• Project #1• ToolsToday• Storyboarding (review)• Interviews (review)• Goals and personaStoryboarding exercise• What did the storyboarding process force you to do?Interview: What to ask and to whom?• To the stakeholders– Constrains: cost, schedule, resources…?– Business objective?– Perception of their users?– How their vision differ?• Subject matter expert– Develop an ongoing relationship with them• To users and customers– Problem and frustration with the current state of affair– What, When, Where, Why and How do they reach their goals?– Could you show meThe importance of the context• Conduct the interview in a normal work environment• Encourage Story telling and “show and tell”Interviews caveats• Users might not know how to formulate their needs– Users are not designers– Users are not technology experts• Designer might influence users– Pushing a cool idea– Pushing what you have been working on for the last month• Do not forget the Perpetual Intermediates!• Several Masters– Real users– Their representatives– The persons will buy the productThe design processAcceptanceAnalysisDefinitionIdeationIdea selectionImplementationEvaluationDesign ProcessDesign phase: Definition• Using data collected in the analysis phase– Identify and name key persona• A fictitious user representing a class of users– Represent a key set of behavior and goals• Provide a common reference point for all involved in the design process– No elastic users– Identify and name key goals• What do users wish to accomplish?• How different goals articulate with each others?• Goals are not Tasks!– Tasks are technology dependent– Goals are notWhy personas?• Moving from– Too many conflicting goals•To– A clear set of personas, each with a well articulated set of goalsKey persona attributes• Archetype users– Exploring a specific range of behaviors– Express the corresponding motivations– Describe the corresponding goals• How to find them?– Identify major clusters from user interviews– Synthesize their goals– Check for completeness– Try them out by developing narrative• Design each interface for a single primary persona– Yet other type might use the interfaceGoals•Users– Life goals• Become a professor– Experience goals• Do not make the user feel stupid– End goals• Listening to the music I like anywhere• Non-users– Customer goals– Corporate goals–…Goals vs Tasks(example from About Face 2.0 by Cooper)• Traveling from St Louis to San Francisco– Goals?– Personas• In 1850?• In 2003?–Tasks• In 1850?• In 1930?• In 2003?Planning a trip to AustraliaOriginal example from Rodden et al. CHI’03, pp 57-64, map from
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