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Persona development

Personas are fictitious characters that are created to represent the different user types within a targeted demographic that might use your site or product. Personas are given characteristics and are assumed to be in particular environments based on known users' requirements so that these elements can be taken into consideration when creating scenarios for conceptualizing a site. (http://en.wikipedia.org/wiki/Personas)

A scenario is a concrete description of activity that the user engages in when performing a task, a description sufficiently detailed so that design implications can be inferred and reasoned about. (J.M. Carroll, 1995) Scenarios focus on what the persona wants to do, why they want to do it, and what they expect from using your web site. A persona will have one to five scenarios.

What to include in scenarios:

• Range of functions
• Range of tasks
• Frequently-performed tasks
• Things the users most want to do
• Mission-critical task with important consequences
• Complicated tasks

Scenarios drive functions. Scenarios can be used in Use Cases.

Task Analysis

A task analysis helps define the following information. The outcome of a task analysis is a task flow that:

• Describes individual tasks in great detail.
• Covers the entire realm of functionality.
• Documents paths and frequencies.
• Identifies opportunities for improvement.
• Has implications for navigation.
• Provides the foundation for later screen design.

Tasks cover the entire range of user functionality. Scenarios cover a slice of the range of tasks. Task flow analysis can uncover things like too much looping, unnecessary steps or pages, helps predict errors, etc.

The following information is used in developing a persona, scenarios and tasks: The following information is used in developing a persona and scenarios:

• Demographic information
• Personality types and preferences
• Lifestyle choices
• Behavioral data
• User goals

As we develop personas, we try to anticipate the questions that persona will have as they interact with the web site. What information will that persona need so that they feel confident enough to make the next step? Each persona will have a different set of goals they are trying to accomplish.

The exact number of personas created is dependent on the type of web site. In general, four - seven personas are needed.

The deliverables for this section are the completed personas and scenarios including user goals.

Sample personas including scenarios

Margaret is a buyer for XYZ Company. She wants to build a new home. She is 38 years old and single. She makes an impressive salary and gets a good bonus every year. She drives a 2009 Lexus. She wears designer clothing. She works with people who are very image conscious. She loves to name drop and tell people all the great places she goes on vacation.

She is an avid golfer and wants to live on or near a golf course. She loves to have parties and cookouts to entertain her family, friends and co-workers. She wants everyone to be impressed with her new house.

She has a laptop that she uses on business trips and a computer in her home office.

Goals:

• Live in an affluent neighborhood.
• Live on or near a golf course.
• Buy beautiful and luxurious home.

Questions:

• Can she live in a more prestigious community?
• Where does everyone else want to live?
• Can she get the best upgrades on products?
• Are they are specials or promotions going on now?
• What is the most stylish home?
• What is the most popular model?

John is 45 years old and a mechanical engineer. Recently diagnosed with kidney cancer, he is very scared. In an effort to hide his fear, he often jokes with and teases his loved ones to put them at ease. He knows nothing about the disease. He is curious about common signs, symptoms, and standard treatment options. He would like to be reassured. He regularly uses his office computer to access the Internet.

Goals:

• Learn more about kidney cancer.
• Feel reassured by the information.

Questions:

• What are the common symptoms? " What are the standard treatment options?
• What are the stages of cancer? " Are there any experimental treatments available?
• What is the survival rate? " How relevant is this information?
• How credible is this information?

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