Week 5: User Persona

Artefact Personas

Artefact personas are a useful way of thinking about the visual design of the product and what this communicates. It takes the subjectivity away from client meetings by providing context. The following is a series of questions which should be answered in an artefact persona:

  • If the interface were a person, what would they be like?
  • How would you expect users to react when they first view the product?
  • How would you describe it to a friend?
  • How is it different from competitors?
  • Which celebrity (or car, movie etc.) is the product most/least like and why?

User Scenarios

User scenarios are the stories your personas set out. When creating a user scenario for a project we need to predict how users will interact with our website in a given situation to complete a given goal. This will help identify what future users will look for when completing tasks on your site. Ideally the user persona process is informed by research and interviews, or an in-depth knowledge of an established user base. A user scenario allows you to test your site structure before it has been developed to isolate problems before they become problems. In order to weave out these problems it must contain:

  • Who?
  • What?
  • When?
  • Where?
  • Why?
  • How?
  • Usage?

A scenario is a narrative describing foreseeable interactions of types of users (characters) and the system. Scenarios include information about goals, expectations, motivations, actions and reactions. Scenarios are neither predictions nor forecasts, but rather attempts to reflect on, or portray the way in which a system is used in the context of daily activity. There should always be one main persona that represents the core audience as the primary focus. The following is a basic template for a user persona, which can be expanded on as necessary:

Age:
Gender:
Occupation:
Hobbies:
Likes/dislikes:
Other relevant details: e.g. behaviour patterns, goals, skills, attitudes, environment/context

Screen Shot 2017-03-28 at 23.14.21.png

Artefact Personas

Artefact personas are a useful way of thinking about the visual design of the product and what it communicates. The following is a series of questions which should be answered in an artefact persona:

  • If the interface were a person, what would they be like?
  • How would you expect users to react when they first view the product?
  • How would you describe it to a friend?
  • How is it different from competitors?
  • Which celebrity (or car, movie etc.) is the product most/least like and why?
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