Jonathan Roper and Neha Modgil presents on how Personas and Scenarios is Essential for Developing a Website.

1. Knowing your users and creating Personas
User Profiles and Personas
Scenarios
Benefits of creating Personas and Scenarios
Task Flows

2. Personas
Personas are fictitious characters that are created to represent the different user
types within a targeted demographic that might use a site or product.

3. Characteristics of Persona
A persona usually includes:
• A name and a picture.
• Demographics (age, educational, ethnicity, family status)
• Job title d
J b titl and major responsibilities
j ibiliti
• Goals and tasks in relation to your site
• Environment (Physical, Technological, Social)

4. Examples of Persona

5. Examples of Persona
Persona study at naukri.com

6. Examples of Persona
Persona study at naukri.com

7. Persona Creation

8. Persona in Use

9. When to use Persona

10. Introduction to Scenarios
Scenarios are short, detailed, fictional stories you write describing typical
visitors to your Web site, the challenges they face and the information they
y g y y
need to be persuaded to buy your firm's product or service.
The more details included in your scenarios, the better you'll be able to
satisfy your visitors needs
visitors' needs.

11. Scenario - Example

12. Benefits of Personas
Advantages of Personas
• Personas put a personal human face on otherwise abstract data about
customers.
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• Help team members share a specific, consistent understanding of various
audience groups.
• Designers are better able to infer what a real p
g person might need.
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• Personas are easy to communicate to engineering teams and thus allow
engineers, developers, and others to absorb customer data.
• By always asking, quot;Would Jim use this?quot; the team can avoid the trap of
building what users ask for rather than what they will actually use
use.

13. Benefits of Scenarios
Scenario building helps in:
• Understanding actions taken (both online and offline)
• Goes online to www.circuitcity.com to check out mini stereo systems.
• Frustrations, Emotions, Questions that arise
• I don’t understand all these features and benefits. How can I weigh between
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them and get the system that’s right for me?
• Information needs
• How big is this stereo really? Will it fit into my bookshelf?
• What does the play exchange function do?
• Can I return the system to a Circuit City store or do I have to ship it back?
• Features and Functionality to Address needs
• Online product manuals
• Visual size guides
• 360 degree product views
• Compare functionality

14. Task Flow
Task Flow indicates the order in which tasks are executed.

15. Creating Task Flow
Task flows answer the questions:
• “How do I…….?”
How I…….?
• “How do I register for a class?”
• “How do I pay my bills?”
• “How do I make sure this gift gets to my boyfriend before Valentine’s Day?”

16. Task Analysis
Task Analysis
• Helps us understand what users do.
• Forces us to synthesize the data into a useful format.
• Lays the foundation for screen design.
• Identifies weak points and sources of error in the task flow.

17. Formats for Task Analysis
• Workflow Diagrams
• For major tasks often performed by multiple users.
• Task Details
• Flowcharts (Specific Descriptions of individual tasks)
• Procedural narratives including cues, information, decisions and actions.

18. Benefits of Task Analysis
Eliminates task inefficiencies
• Unnecessary complexity
• Unnecessary Steps
• Bottlenecks
• Redundant Activities

19. Challenges in Task Analysis
• Defining the tasks
• Selecting level of detail and formality of documentation
• Handling branching and contingencies (what ifs)
• Working in data rich or data poor environments
• Handling subject – matter expert disagreements
• Reconciling differences in collected data
• Embracing the need for frequent testing and iteration
• Committing to screen designs too early
• Understanding design freeze

20. Task Design suggests solution for Navigation
Choose Service
1
SingPass OR NRIC No.
2
Details in RE Delisted Non Residential Non Singapore Address not Underage 3 Under
3 3 3 3 3 3
Address Address Citizen found Restoration
Task Designs are NOT Navigation Designs

21. Exercise 3

22. Thank You