This document discusses personas and a blueprint for a service design project. It includes a persona profile for Fethia, a 34-year-old mother who votes in elections. It describes her experience with the voting process and her desire for more transparency and information. The document also mentions that personas are archetypes built from user research observations, and that a blueprint is a tool used to describe a service interaction in detail.
2. DESIGN CHALLENGE
Una frase che definisca meglio la
vostra sfida rispetto alla vostra area di
indagine.
“Indaghiamo una nuova modalità che
permetta di ..... a ...... mentre sono /
fanno / vanno..... in ... perché...”
9. User research
Voting
Fethia’s story
34-year-old mum
who arrived in
Britain 11 years ago
Fethia is a 34-year-old full-time mum who arrived in the UK 11
years ago from Algeria. She has always considered voting to be a
vitally important act and has turned up at the ballot box for every
election since she became elegible.
Her reasons for this are very straightforward. It’s about
letting the State know which policies she believes in. Indeed she
comments on voting day: ‘The act of voting means I have my say,
I have a point and I have made my opinion.’ Yet, despite being
committed to the process, she does believe there is room for
improvement. And her biggest gripe is about the lack of informa-
tion that the State provides around election time. It begins when
she receives her official poll card. As she points out: ‘The only
information on my official poll card about voting is this tiny para-
graph. Not everybody would know what to do with it.’ She’s also
concerned by the lack of posters, disappointed by her neighbours
disinterest and cynicism, and irritated that the whole thing
seems rather flat, expecting a greater sense of occasion when she
goes to the local school to cast her vote and finally ‘have her say’.
Her big idea would be to make the whole process more
transparent, and that extends through to finding out about
the results. ‘There could be an explanation of voting, and the
process of voting, and pictures,’ she says. Currently, the polling
card ‘doesn’t tell you about the results and how you’re going to
see the results. Is it going to be on television? Will you receive a
letter?’ For Fethia the experience seems low key. ‘It’s calm,’ she
comments on leaving the polling station. ‘Too calm for me.’
Voting means I
have my say, I
have a point and
I have made my
opinion known
Fethia’s journey
‘Write date in
personal diary’
Official poll
card arrives
Find childcare
for the day
Speeches on TV,
campaign leaflets
Choice Voting
day
‘Important, not
to be missed’
‘Try to have
conversations
with my friends’
‘Information
is very basic’
‘Do I have to
work harder
to support my
candidate?’
www.designcouncil.org.uk
10.
11.
12.
13.
14. BLUEPRINT
The blueprint is an operational tool
that describes the nature and the
characteristics of the service interaction
in enough detail to verify, implement
and maintain it.
