I’m Lead Web Designer at Parisleaf, Artist and Illustrator.
I try and bridge the design process and the web development process
I research user experiences, interview users, watch user patterns.
I try and make sure targeted users are empathised with, so their
needs are understood and designed around.
Developed by Todd Zaki Werfel & Will Evans.
One of many methods you can use to solve problems.
Great solution when there are:
• Lots of stakeholders who aren’t designers.
• Complex goals that need to be solved quickly.
• Multiple teams and partners that need buy-in.
5. BUT I’M
Yes you are!
As cognitive psychologist Herbert Simon says,
“Everyone designs who devises courses of action aimed at
changing existing situations into preferred ones.”
Generate lots of ideas quickly.
Instill a broad sense of ownership.
Create empathy with the end user.
Create team-wide buy in.
Remove people from their comfort zones.
WORK Quantity: Aim for 5 people.
Diversity: Find folks with different expertise.
Gather up: Circle around a table.
CHALLENGE Parisleaf is partnering up with the Gainesville Dev Academy, the
Gainesville Chamber, and the Gainesville Tech Council to launch
a project dubbed Gainesville Inspired.
It will communicate how attractive and vibrant our community
is for young professionals and entrepreneurs.
The key tools for the initiative will be a website that serves as
the main area for stories and activities, job opportunities, and
Our challenge today will be to determine the layout of the
homepage of the desktop view of website.
We want to organize our key features and content to create
an impression that aligns with our personas’ goals, attributes,
attitudes, and aptitudes.
TOOLS These are some potential components of the site.
Menu and Navigation structure.
Featured stories & Featured Gainesville personalities.
A blog-style directory of notable Gainesville companies.
An interactive map of the city.
Photography scroll of people and events.
Based on real research and data.
Aggregates of themes and analysis from the research phase.
Fictionalized stories to help us with empathy.
They’re not representative of any single user.
Similar to “an audience,” but tailored based on research.
Focusing on personas helps us address a more human
experience rather than a specific, fictional path.
5 MINUTES Based on the challenge, use the symbols to sketch where
you think each tool should be placed on the homepage.
Remember, you’re sketching for the persona.
2 MINUTES Explain the benefits of your design.
How and why does this hit on the goals of the persona?
REMEMBER : It’s not your personal preference.
Empathize with the persona.
(“Gavin wants to...”)
2 MINUTES Did they successfully achieve the goals of the persona?
Share 2-3 ways the design solves the problem.
Share 1-2 opportunities to improve.
No “likes.” Give goal based critique.
TALK! What’d you think?
What was tough? What was easy?
Did you focus on the persona or your opinion?
How was sketching? Was it clear?
TAKEAWAYS Some people do this in 1 hour, 3 hours, or 5 hours.
It’s all about: