Scenario-Based Design (Quiz 6) Flashcards Preview

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Common Uses of Scenario-Based Design

1. Interface Design

2. Software engineering
also called "Requirements Elicitation"

3. Marketing and advertising

4. Architecture

5. Increasingly in many other areas


What do people within a single persona have in common?

1. goals
2. attitudes
3. behaviors


What does persona describe?

user demographics, education, income, technological experience, job description, goals, needs, desires, typical workday, current situations and frustrations, common activities, likes and dislikes, hobbies and interests...


What question does persona seek to answer?

Who are our users?


Identifying user goals

1. Goals that are explicitly stated during interviews

2. Goals inferred from user actions


Goals that are explicitly stated during interviews

What is a good or bad day?

What are the most important things you do?

If it were magic, what would it help you do?


Goals inferred from user actions

1. How are people behaving currently?

2. What are they trying to accomplish?


Experience goals

how the user wants to feel while using a product

e.g. "Would like to feel confident and in control"


End goals

tangible outcomes of using the product

e.g. "would like to see my emails and Facebook messages in one display"


Life goals

personal aspirations

e.g. "Would like to retire before the age of 50"


Why Use Scenarios?

Descriptions of people using technology are essential in discussing and analyzing how the technology is (or could be) used to reshape their activities.


Advantages of Scenarios

1. Can be created before a system is built.

2. Are rapid-rapid-prototypes of the whole experience.


How to Create Personas

1. Collect data about users

2. Segment the users

3. Develop archetypal characters


Step 1: Collect data

Personas should come from real data from users

Data should be collected to answer the question "Who are our users?"

Should help us identify range of behavioral patterns, environmental factors/constraintsq


What type of data could it be?

Data could be of any type

1. Qualitative data
2. Quantitative data
3. Logical categorizations


Qualitative data

from ethnography, observations, and interviews with real uesrs


Quantitative data

from large scale surveys, pre-existing studies, marketing & customer support reports


Logical categorizations

based on the target audience, expert users, opportunity users


Step 2: Segment Users

Analyze data to identify emerging categories of users

Focus particularly on groupings based on user goals or motivations for technology


Methods for segmenting users

1. Exploratory statistics
2. Affinity Diagramming


Step 3: Create Characters

Represent each segment with an archetypal character


Describing the archetype

1. Find an archetypal image (e.g. a picture or an abstract character)

2. Give the persona a name (e.g. a first name starting with the first letter of the segment)

3. Describe user goals related to the product (e.g. presented as a quote)

4. Describe user end goals

5. Create a bio and describe personal information that affects usage

6. Describe technology use, emphasizing skills and needs.


Elements of a Storyboard

1. Level of detail
2. Inclusion of text
3. Inclusion of people & emotions
4. Number of frames
5. Portrayal of time