Personas, Scenarios and
Experience Maps
Mattias Arvola
@mattiasarvola
Department of Computer and Information Science
Hat tip to Bill Verplank!
1
2
Today
• Personas
• Think: Concept mapping
Personas
• Feel: Use Quality Analysis
• Do: Task Analysis
• Scenarios
• Experience maps
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4
Bao Li
Yrke: Student
Ålder: 24
”Jag försöker läsa svenska själv,
men det är svårt att hitta bra texter.”
6
Bao Li, går sista terminen på
master-programmet i computer
science och hoppas kunna doktorera
i Sverige. Li är från Kina bor sedan
ett par år i en korridor i Ryd i
Linköping. Han är här som en så
kallad freemover. Li pratar mycket
bra engelska, och kan samtala på
svenska så länge det inte går för fort
eller dialekten är för svår. Han kan
även läsa lättare texter på svenska,
men eftersom han är duktig på
engelska använder han ibland det
när han söker information. Han har
gått ett par kurser i svenska, och vill
gärna lära sig mer, så när han har
gott om tid söker han ibland
information på svenska för att träna
på läsningen. Då föredrar han
tekniska texter eftersom många
termer är samma på många olika
språk. När han läste kurser i svenska
tipsade läraren om att använda
svt.se och sr.se för att lyssna till
svenska och läsa kortare texter,
vilket han tycker fungerar väldigt
bra. Han lär sig även genom att se
engelska TV-program och läsa den
svenska textremsan. Om han har
ont om tid låter han browsern
översätta webbplatserna till engelska, men detta fungerar inte alltid,
särskilt på bankrelaterade webbplatser. Då måste han ibland
översätta ord för ord i Google
translate eller slå upp i lexikon, och
detta tar lång tid. Li är på universitet
större delen av dagarna, och har då
med sig sin egen laptop som han
använder till det mesta. Undervisningen är på engelska, så den har
han inga problem med, men han
försöker använda svenska så mycket
som möjligt i samtal med andra
studenter. Då han lärt känna många
utbytesstudenter under sin tid i
Linköping använder han gärna
Facebook och Skype för att hålla
kontakten med dem, speciellt de
som flyttat från Sverige. Li har
mycket god datorvana och det finns
egentligen ingenting som han inte
skulle använda datorn till eller inte
leta efter på internet.
Mål
Bli bättre på svenska språket
Snabbt hitta den information han
söker
Klara sin utbildning och njuta av
tiden i Sverige
5
6
Personas
Shaped around goals
• Precise descriptions of hypothetical
individuals based on facts about potential
users.
• The goals of the primary persona
• The goals of secondary personas
• Portrayed like a real living person with a
name and a face to increase empathy
• Provides a shared understanding on
whom to design for
• A tool for communication in the team and
with clients
• What would Bob the bank clark do?
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Foundation for personas
Goals and driving forces
Skills and knowledge
Experiences
Quote
The Persona and Scenario Sheet
Portrait
A Support rather than a Template
http://www.ida.liu.se/~matar/tools.en.shtml
Family and contacts
Likes
Name:
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Description:
Likes
An ordinary day for the persona
An ordinary day starts with…
Name:
Description:
Dislikes
Age:
Role:
Habits
Sex:
Income:
Hometown:
Background
Project:
Date:
Researcher:
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Persona and scenario sheet. Mattias Arvola 2014.
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OBSERVATIONS AND FACTS
INTERPRETATIONS
WHAT is done?
Weaknesses to address
WHY is it done?
(participants' motivation and researchers' interpretation)
Strengths to emphasize
HOW is it done?
Project:
Date:
Researcher:
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Persona and scenario sheet. Mattias Arvola 2014.
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HOW is it done?
Method
1. Identify roles to create
personas for
Constraints to deal with
WHO does it and who are involved?
2.Go through the data from
users in the selected role
3. Identify variables on which
the users differ and set up
bipolar scales
4.Place the users on the scales
WHEN and WHERE is it done?
Project:
Date:
Researcher:
Persona and scenario sheet. Mattias Arvola 2014.
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5. Identify patterns by looking
for users that go together on
several variables. They will
form personas
6.Define goals for the
interviewed users whom
were close to each other and
put them down in the
persona
7.Clarify distinctions between
personas and add details
8.Repeat the procedure with
the other personas if needed
9.Group and prioritise the
personas
Placing users on scales and finding
patterns
10.Develop storytelling and
other communication by
giving the persona a face
and name. Make it come
alive.
ANVÄNDER
ENBART EGEN
DATOR
ANVÄNDER
OFTA MASKINÖVERSÄTTNING
LÄSER
SNABBT
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5 3
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2
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Triading:
Identifying variables to use
• Go trough data from three randomly
selected users at the time
• Fine one characteristic that sets one apart
from the other two and write down as a
bipolar scale
Concept mapping
• Take a new randomly selected triad and do
the same
• Go through ten triads
• Discuss and come to consensus on which
variables to include
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5
ANVÄNDER
ENBART OFFENTLIG
DATOR
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ANVÄNDER
ALDRIG MASKINÖVERSÄTTNING
LÄSER LÅNGSAMT
OCH METODISKT
http://www.dubberly.com/wp-content/uploads/2008/06/ddo_brand.pdf
a model of brand
Overview
This diagram is a model of brand, a term
often used in business, marketing, and
design. The diagram defines brand by
mapping related concepts and examples.
Concept maps
1
More than a name or symbol
Measuring brand
People speaking informally about brand
often use the term to mean the name or
symbol of a company. While this shorthand
is convenient, it misses an important truth.
A brand is at least two things: a name and
a perception of what the name means.
An important aspect of managing a brand
is measuring it. The diagram contains a
section on measuring brands. People who
understand brand development often
disagree on how to describe and measure
it, and experts often use different terms.
I propose three terms: position, reach, and
reputation. These three dimensions seem
to cover the subject as simply as possible.
Concept maps are webs of linked terms
that help us visualize our mental models
and clarify our thinking. In concept maps,
verbs connect nouns to form propositions.
Examples and details also accompany the
terms. More important terms receive typographic emphasis; less important ones and
examples are grayed back and pushed to
the periphery.
name
Brands as signs
brand
perception
Organization
The diagram attempts to present a comprehensive model of brand. It is framed
around four main ideas:
1) a brand is more than a name or symbol
2) creating a great customer experience is
the essence of good branding
3) perceptions of a brand can be measured
4) brands are a form of sign
sign
signified
representamen
iconic products such as
Apple iMac
Volkswagen Beetle
form of buildings
form of vehicles
symbols
interpretant
experience
kinetic identity systems 3
with rules allowing variation
MTV
MIT Media Lab
Boy Scout uniforms
the Swiss Guards’ uniforms
iconic buildings such as
McDonald’s stores with golden arches
Transamerica’s pyramid tower
Cushman carts driven by meter maids
the brown UPS trucks
Bill Cosby for Jello
Martha Stewart for herself
Dave Thomas for Wendy’s
Bill Gates for Microsoft
invented characters
human-like figures,
which inhabit real or fantasy worlds
based on
the product – the M&Ms men
animals – Morris The Cat
people – Cap’n Crunch
magical creatures – Keebler Elves
mascots
the GOP elephant
abbreviations
Coke for Coca-Cola
GM for General Motors
MSFT for Microsoft
can be
symbols do not represent brands
directly; instead, symbols call to
mind the name of a brand which
in turn calls to mind an associated
perception
name
once the government approves a
trademark application, a trademark
owner may prevent other people
from using the trademark without
permission
perception
most products or aspects
of a product can also serve
as signifiers of the brand
perception
sounds
slogans
FDR’s “Happy days are here again”
jingles
Wrigley’s “Double your pleasure; double your fun”
tag lines
Nike’s “Just do it”
anthems
The Star-Spangled Banner
auditory icons
Intel Inside TV ad signature
AOL’s “You’ve got mail”
Dolby THX’s “sonic boom”
telephone dial tone
theme music
Henry Mancini’s Pink Panther theme
things
(or ideas)
describing products
analogies for products
superlatives and qualities
unrelated to the product
Digital, Huggies, Newsweek
Oracle, Pampers, Sprint
All, Best, General, Paramount,
Apple, Camel, Frog, Thrasher
people
(often founders)
surnames
first names
groups
Dell, Ford, McDonald’s
Aldus, Ben & Jerry’s
Quaker Oats, Roman Meal
places
(often of origin)
specific spot
city or town
region
country
continent
larger still
Parliament, Wall Street Journal
Calistoga, Corning
Eastern, Great Plains
British Airways
North American Van Lines
Global, World, Universal
representamen
signifier
a brand name is a signifier;
signifiers are those things
we hear or see that bring to
mind the signified
words
most brand names and symbols
can be converted to property by
applying to a government to establish
trademark ownership;
represent
object
static identity systems
with fixed rules
Target
United Airlines
celebrity endorsers
perception
brand
product
http://cmap.ihmc.us/publications/researchpapers/theorycmaps/theoryunderlyingconceptmaps.htm
graphic devices
may be deployed as
founders / managers
brand
brand
experience
product form
uniforms
name
product
Coke’s hour-glass bottle
L’eggs shell carton
spokesmen
perception
To complete the framework of the model, the
set of terms related to brand must be linked
to the set of terms related to experience.
Perception, common to both sets, is the link.
Tiffany’s blue box
Gateway’s spotted box
package form
name
Peirce suggests a more complex model
of signs. His model has three parts: object,
representamen, and interpretant. The
concept of brand as formed by the triad:
product, name, and perception, parallels
Peirce’s three-part model.
experience
typographic
geometric
representational
package graphics
2
signifier
product
logos
logotypes
crests
monograms
flags
trade dress
The idea that a brand is both a name and
a perception parallels Saussure’s model of
a sign. Saussure describes signs as having
two aspects: signifier and signified. A brand
name is a signifier and the perception of
what it means is the signified.
Creating a great customer experience
Of course, perception of a brand does not
arise on its own. Rather, it grows out of
experience with a product. Here, product
is used in a broad sense incorporating the
results of many activities commonly associated with marketing. Likewise, experience means here any point at which
contact is made with a potential customer.
In this model, a brand manager (or steward)
is responsible for any item which comes into
contact with customers. By controlling all
the touch points, the manager tries to ensure
that customers have a great experience.
graphic devices
name
can be
existing words
represents
through observation and analysis,
user experiences can form the basis
for improving products and may even
shape the stewards’ goals and values
coined words
analogous
arbitrary
abbreviations
contractions
acronyms
initials
Ampex, Compaq, Navistar
Formica, Kodak, Xerox, Unix
Fiberglas, Intel, Mobil, Wal-Mart
Alcoa, Nabisco, NYNEX, Texaco
CBS, KFC, IBM
Bell Atlantic, Union Pacific
hybrids
sign
brand stewards hold the brand in trust,
both for the financial owners and also
for the emotional owners – those
people who experience the brand
brand stewards shape products
by managing marketing and
development which may include
these steps:
a brand steward is anyone associated
with the development or sale of a product,
including:
perceive audience
understand needs
analyze options
what’s delightful
what’s viable
what’s buildable
choose direction
define big idea or concept
design
prototype
test
iterate
build
release
brand
brand promise is
the audience expectation of a brand
that is desired by the brand’s stewards;
signified
can teach
experience
shapes
shapes
delivers
the signified is co-created
by both brand stewards who
provide products (and messages
about them) and individuals who
experience the products
brands can grow out of:
products
Coke, Frisbee
services
Amazon, Citigroup
organizations
GE, Harvard, Baptists
celebrities
real people
Elizabeth Taylor
fictional characters
Mickey Mouse
events
Rose Bowl
position
4
measures of a brand
in relation to other
brands
creation of the product
designing the product
function and behavior
skin and form
interface
documentation
packaging
manufacturing the product
assembly process
quality control
providing customer service
guarantees and return policies
phone centers
web sites
goals for brands may be expressed in
business plans estimating
sales
market share
profitability
return on investment
positioning statements which describe
product benefits
unique selling propositions
desired brand attributes
desired brand personality
price of the product
setting the suggested retail price (SRP)
creating volume discounts
creating special offers
placement of the product
(controlling the distribution process)
opening direct showrooms
Sony
Nike
opening a web site
opening a store-within-a-store
Ralph Lauren
placing signage
setting up merchandising displays
setting franchise standards
training salespeople
promotion of the product
through public relations activities
press releases
analyst briefings
launch events
by creating and running paid advertising
TV
radio
print
outdoor
online
by developing word-of-mouth
through other viral activities
acknowledgements:
partial list of sources:
Ric Grefe, Director of the AIGA, suggested
this project after discussions at the AIGA
“Advance for Design” special interest group
meeting in Santa Fe in the summer of 1999.
1
Joseph Novak and Bob Gowin
Learning How to Learn, 1985
I distributed early versions at the Design
Management Institute Branding Conference
in the summer of 2000 and then distributed
more finished versions at the summer 2000
Advance for Design meeting in Telluride.
The AIGA published that version in its
journal, Gain, in the fall of 2000.
Many people have contributed to the ideas
presented here. I am especially indebted to
Gaynelle Grover
Peter Russert
John Cain
Clement Mok
David Brown
Chris Pullman
Judy Logan
Lynn Carpenter
Paul Pangaro
Beverly Volz
I hope that you find the model useful.
I invite feedback. You can reach me via
email at [email protected].
- Hugh Dubberly
21
2
Ferdinand de Saussure
Course in General Linguistics, 1959
Charles Sanders Peirce
Philosophical Writings of Peirce, 1986
Umberto Eco
A Theory of Semiotics, 1979
3
Chuck Byrne
“Kinetic Identity,” Print Magazine,
May/June 1987
rental car companies
Avis, Budget, Hertz, National, Thrifty, etc.
relevance of the category
whether it matters to me
“do I need a car for a short time?”
ranking within the category
compared to other brands
leading brand, competes on quality
Hertz
commodity brands, compete on cost
Thrifty, Budget, etc.
reach
differentiation
degree of similarity to other brands
for example, Apple, Dell, and Gateway
are computer brands;
Apple is less like Dell;
Dell is more like Gateway
extent of recognition
percent of people in a given geography
unaided recognition
“name the brands you associate
with rental cars,” first and later mentions
aided recognition
“have you ever heard of Hertz?”
brand building begins at any
point of contact with a potential
customer
the experience people have with
a product shapes their perception
of a brand
the experience may
frustrate, satisfy, or delight
brand perception is
the audience expectation
achieved by the brand’s stewards;
frequency of exposure
number of impressions per unit time
leaving any contact to chance
creates a risk of a poor experience
direct experience
considering a purchase
visiting a point of sale
purchasing a product
setting up the product
using the product
maintaining the product
displaying the product
while experience shapes perception
perception also shapes experience
sometimes thought of as
brand image
frequency of use
e.g., average visits per week
a product may be related to
more than one brand:
under a homogeneous master brand
employed where products change
frequently and must work together
IBM
Microsoft
Sony
likewise an individual’s values, goals,
needs, and expectations also shape
perception of experience;
for example,
in a blind taste test Pepsi beat Coke
in a labeled test Coke beat Pepsi
develop
purchase
joining
adoption
audiences may be segmented
based on:
demographics
psychographics
technographics
interests
attitudes
usage of a product
category
defines the set of competing brands
major brands
Avis, National
perception
as a co-brand
simple co-brand
American Airlines MasterCard
an ingredient brand
Intel Inside on a Compaq Computer
a provenance brand
Appellation Margaux Controlée
Made in Japan
an endorsement brand
Underwriters Laboratories
a compatibility brand
MacOS
market share
percent of use within a category
reputation
emotional attributes
affinity
trust
respect
rational attributes
value of product
consistency of experience
clarity of the brand’s purpose
personality
(tone or character)
described along dimensions
such as
young vs mature
feminine vs masculine
small vs large
quiet vs loud
playful vs serious
measures of a brand
in terms of attributes
that people assign to it
individuals
individuals compare their needs
with their expectation of one or
more brands in a category;
in a mixed brand family
which may indicate confusion about strategy
for example, General Motors’ brand family
Buick
Chevrolet
GM Truck
Saturn
in a heterogeneous brand system
employed for commodities to increase
shelf space and sales
for example, Proctor & Gamble makes
both Tide and Cheer but does not identify
them as coming from P&G
duration of use
e.g., average length of visit
indirect experience
what friends say
what experts say
what competitors say
what the stewards say
e.g., ads, PR
how others use the product
e.g., buy, display, etc.
how others react
to display of the product
they decide which brand most
closely matches their needs;
if there is a match, they may
influence
product is used here in a broad sense
and incorporates the traditional four
Ps of marketing: product, price,
placement, and promotion
perceptions of a brand can be measured
and aggregated to give an overall view;
perceptions can also be correlated to
various audiences
interpretant
measures of a brand
in terms of numbers
of people affected
brand stewards have goals for their brands
often, an important goal is to influence
perception of a brand in a way that induces
by
measured
our perception of a brand –¬
the experiences and expectations
we associate with it – are its
signified
object
product
builds
sometimes thought of as
brand identity
guides
senior management
brand managers
product managers
marketing managers
engineers
designers
factory workers
salespeople
customer support people
sales partners
promise
can be
in terms of
stewards
imagine
brands are signs; signs
are the combination of a
signifier and a signified;
one cannot be thought of
without the other
other brand measure taxonomies:
(alternatives to position, reach, reputation)
purchase
join
adopt
use
display
if there’s not a match,
they may look for new options
or modify their expectations
identify with
prefer
like / accept
ignore
reject
at the highest level,
affinity results in a passion brand
or lifestyle brand
where the brand becomes
a means of self expression
e.g., Nike or Catholicism
Brand Attributes
relevant
appealing
differentiated
consistent
quality
good value
Brand Asset Valuator
strength
relevance
differentiation
stature
knowledge
esteem
- from G2,
Gaynelle Grover
- from Young & Rubicam
external systems
external systems play a role in
shaping individual’s
values
goals
needs
expectations
5
(external systems also affect brand
stewards)
cultural systems such as
language
political systems
economic structures
available technologies
6
Maslow’s list of human needs
Malinowski’s list of human needs and responses
physiological
safety and security
belongingness and love
esteem
cognitive
aesthetic
self-actualization
metabolism — commissariat
reproduction — kinship
bodily comforts — shelter
safety — protection
movement — activities
growth — training
health – hygiene
the physical environment
natural resources
weather
disasters
4
Jack Trout and Al Ries,
Positioning: The Battle for Your Mind,
1993
5
Abraham Maslow
Motivation and Personality, 1954
March 25, 2001
6
Bronislaw Malinowski
A Scientific Theory of Culture
and Other Essays, 1944
Copyright ©
Dubberly Design Office
2501 Harrison Street, #7
San Francisco, CA 94110
22
415 648 9799
Method
1. Focus question. How is thunder formed?
2. Identify the 15–25 most important concepts in
the domain and place them in ”the parking lot”
3. Write them down on sticky notes and move
them around to form a first map
4. Search for cross-links between concept in
different parts of the map
5. Revise the map, make sure concept-link-concept
create propositions
6. Work on the typography and the layout
23
Links can for example be
• Cause and effect (leads to,
produces)
• Dependencies (requires, is
often)
• Classification (includes, is
an example of)
• Probabilities (is most likely,
is seldom)
• Nominal relations (is called)
• Events (comes before)
• Properties (can be, is
defined by, consists of)
• Frequency (is more common
than)
• Explanations (is a reason to)
• Procedures (results in, is
done by, is a way to)
24
How do users experience and
feel about the situation?
Build Quality
Use Quality Analysis
Functionality
Communication
Organization
Impact
Ethics
25
26
Impact
form and material
1
norms
How to use the prism
character and innovation
Ethics
power
experience of activity
• To analyse what aspects that the design
team has missed
0
habits
symbolics
• Change perspectives to se how design
solutions propagate consequences
Communicaton
-1
constraints
• Identify specific qualities of the situation
of use:
cooperation and coordination
Build quality
possibilities
• Correctness
usefullness
business
usability
• Simplicity
Functionality
• Togetherness
operations
• Speed
Organization
Design proposal:__________________________________ IxDQI—Interaction Design Quality Indicator. Mattias Arvola. 2011-04-15
27
Reviewer:__________________________________ 28
1. Write down pre-conceived
qualities and put them to
the side
2.List every meaningful
statement about how the
situation is experienced
a. How is the situation
experienced?
b.How is it experienced when
it’s best and when it’s worst?
3. Group statments in
categories and themes.
4.Describe how stakeholders
experience the present
situation, and specify which
conditions or stages that are
experiences in this way
5. Vary the aspects in the UQ
Prism
Task Analysis
6.Return to the pre-conceived
notions and compare.
Highlight what should be
emphasized and what
should be changed in the
users’ experiences.
29
30
http://webstaff.itn.liu.se/~jonlu41/webdesign/
uppgiftsanalys.htm
31
http://webstaff.itn.liu.se/~jonlu41/webdesign/
uppgiftsanalys.htm
32
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A task analysis describes
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• Who does what, when, where, how and
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Method
• List all tasks in an activity
and order them based on
their dependences
• Task layer diagrams aren’t
suitable for describing cycles
• With or without users
• Write the tasks down on
sticky notes, but them up on
a whiteboard and dra arrows
between them
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Persona: Joe is a 30 year old botanist that
works at the Smithsonian Institution. He
uses Microsoft Word in his daily work and a
little bit of Excel, but isn't always
comfortable using computers. He often
carries a backpack and makes weekly trips
to Plummers Island to collect and identify
leaf samples. He wears glasses.
Scenarios
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• Arrows back can be included if
absolutely necessary
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kunddata
Use Scenario: Joe starts up LeafView and
sees the browsing view, which enables him
to look around at various plants. He knows
he needs to start collecting today, so he
closes the laptop and walks along the path
looking for a specific plant. He sees what
might be the right plant and cuts a leaf off
the stalk, placing it on the gray background
of the laptop. He snaps a picture and
places the leaf in a sample bag.
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When he opens the laptop, he sees the
acquired leaf image and can decide to
search based on the image, save the image,
or cancel. He searches for the leaf and the
top 15 images are returned. He wants to
see a comparison, so he brings the
comparison image alongside the results.
He zooms in on the Catalpa bignonioides
species, and decides that this is the correct
selection, after reading the text and looking
at the veins and edges. He presses the
select button and LeafView shows the
information that will be saved. He clicks
the save button and continues working.
http://graphics.cs.columbia.edu/courses/csw4170/
useScenariosAndPersonas.htm
Storyboards
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Experience Maps
• Gain a deeper understanding of a
stakeholder in certain context
• Varying degrees of complexity and detail
• Identify gaps in the understanding
• Synthesize observations and draw out
insights
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PAIN
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NEEDS
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GAIN
THINK
SAY
FEEL
DO
INSIGHTS
Identify needs
Identify insights
• Needs are human emotional or physical
necessities. Needs help define your design
challenge. Remember:
• Insights are a remarkable realizations that
you could leverage to better respond to a
design challenge.
• Needs are verbs
• Pay attention to contradictions between
two user attributes.
• activities and desires with which your user
could use help
• Ask yourself “Why?” when you notice
strange behavior.
• not nouns (solutions).
• Identify out of the user traits, or from
contradictions between two traits – such
as a disconnect between what she says
and what she does.
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Identify Pains
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Identify Gains
• What does a bad day look like?
• What does he or she want and aspire to?
• What is he or she afraid of?
• How does he or she measure success?
• What keeps him or her awake at night?
• What is he or she responsible for?
• Given the subject at hand, how could he or
she benefit?
• What obstacles stand in his or her way?
• What can we offer him or her?
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www.liu.se
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