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PROJECT
UNVALIDATED
PERSONA
THE
The persona is design artifact that represents a large market of people regardless of age & gender (in most cases) that have the same problems, goals motivations and behaviors.
It is first constructed from our unvalidated assumptions before research. After research the persona artifact is revisited and updated with our validated learnings. The goal is to capture the VALIDATED real world context, problems, behaviors/activities, needs/goals and motivations in one design artifact called
the persona.
// THE PROCESS TO VALIDATE THE PERSONA
PROJECT
WHY ARE PERSONAS IMPORTANT?
– AUTOMATICALLY INTRODUCES USER CENTERED DESIGN
— KEEPS CONVERSATIONS USER FOCUSED AND NOT SOLUTION OPINION FOCUSED
– REMINDS US DAILY THAT WE ARE NOT THE USERS OF PRODUCT, SO WE MAKE ASSUMPTIONS ABOUT USERS 1ST
– HELPS US IDENTIFY THEM WHEN OUT IN THE WILD
– MAKES IT EASY TO INTRODUCE THE USER DURING MEETINGS, DEMOS AND STAKEHOLDER POP-INS
– ACTS AS A "MEDIUM" TO RESOLVE QUESTIONS, OPINIONS THAT IN CONFLICT, AND KEEPS US USER FOCUSED
1st Create a unvalidated persona (make assumptions)
4th Do research
5th Do synthesis and clustering of themes
8th Revisit and update the persona with the validations
6th Validate or invalidate the problems or assumptions?
7th Validate or invalidate the goals, needs and behavior?
2nd Create a Learning goals
3rd Create questions to achieve learning goals
PROJECT
INTERVIEW
SCRIPT
THE
THE GOAL IS TO HAVE A DISCUSSION.
NOT ANSWER ALL YOUR QUESTIONS!
SEE TWO EXAMPLES
PROJECT
POP-CORN
SCRIPT
FITS ALL ON 1 PAGE
EASY TO BOUNCE AROUND`
MAKES INTERVIEW SOUND NATURAL AND NOT SCRIPTED
QUICK AND EASY TO MAKE
THOROUGH AND WELL CRAFTED
HAS INTRO AND GUIDELINES`
EASY FOR OTHER TEAM MATES TO USE
KEEPS INTERVIEW FOCUSED AND GUIDED
EASY TO GO OFF-COURSE
HARD FOR ANOTHER TEAM MATE TO PICK UP & USE
TAKES TIME TO CREATE
CAN MAKE INTERVIEW FEEL SCRIPTED AND NOT NATURAL
CAN BE HARD TO FOLLOW IF INTERVIEWEE "JUMPS AROUND"
Research Goals:
Intro
Behavior
Topic 1
- POP-CORN DIAGRAM –
PROS
PROS
CONS
CONS
- THE SCRIPT –
vs
BUILD THE
SCRIPT
BREAK INTO YOUR TEAMS
ANIMAL
ADOPTION
1- persona
per script
People looking to adopt an animal
People looking to
live a healthier life
SF PARKING
& TRANSIT
1- persona
per script
Drivers who have
received a
parking ticket(s)
HEALTHY FOOD
AND DRINK
1- persona
per script
MOVING TO SF
& TOURISM
1- persona
per script
People that have just moved to SF for the 1st time
QUICKLY REVIEW YOUR ENGAGEMENT BOARDS. INTRODUCE
THE PERSONAS & GET INTO THE
MIND OF A DESIGN SCIENTIST.
PROJECT
QUESTIONS
THE
WHAT QUESTIONS WILL HELP US DEFINE
& ACHIEVE OUR LEARNING GOALS
examples
// DOG AND CAT ADOPTION
Q. WHEN AND WHAT MADE YOU DECIDE TO WANT A PET?
Q. WHEN AND WHAT TRIGGER YOU TO WANT TO ADOPT A PET VS BUYING A PET?
Q. HAVE YOU EVER RECEIVED THE SAME TICKET OR VIOLATION MORE THAN ONCE ?
Q. HAVE YOUR FRIENDS EVER RECEIVED THE SAME TICKET OR VIOLATION?
// PARKING AND TRANSIT
Q. WHEN DO YOU DRINK WATER OR GET THIRSTY DURING A NORMAL DAY?
Q. WHEN AND WHY DID YOU DECIDE TO START BEING MORE HEALTHY?
// WATER HABITS & HEALTHY LIFE STYLE
Q. WHAT ADVICE WOULD YOU GIVE SOMEONE COMING TO SAN FRANCISCO FOR THE 1ST TIME?
Q. WHAT PROBLEMS OR UNKNOWNS TO YOU FACE DURING YOUR 1ST DAY IN SAN FRANCISCO?
// SF TOURISM AND 1ST TIME MOVER
PROJECT
1. INDIVIDUALLY BRAINSTORM ?'S - 1 PER STICKY NOTE
2. CLUSTER THE THEMES
3. BASED ON THE THEMES, WHAT ARE THE LEARNING GOALS
4. TAKE PHOTOS
LEARNING GOAL
PEOPLE'S FOOD BEHAVIOR
THEME
FOOD CHOICES
THEME
FOOD CHOICES
PROJECT
LEARNING
GOALS
THE
ARE HI-LEVEL LEARNINGS NEEDS
// DOG AND CAT ADOPTION - SHELLY SHELTER - ANIMAL SHELTER EMPLOYEE
LEARNING GOAL - UNDERSTAND THE ADOPTION PROCESS
// PARKING AND TRANSIT
LEARNING GOAL - UNDERSTAND PEOPLE'S PARKING TICKET BEHAVIOR
// WATER HABITS & HEALTHY LIFE STYLE
UNDERSTAND PEOPLE'S WATER DRINKING HABITS FOR DIFFERENT AGE GROUPS
// SF TOURISM AND 1ST TIME MOVER
UNDERSTAND THE MOST COMMON PROBLEMS FOR 1ST TIME MOVERS TO SF
examples
Q. DESCRIBE THE ANIMAL ADOPTION PROCESS FROM BEGINNING TO END?
Q. WHAT ARE THE MOST IMPORTANT INFORMATION TO KNOW BEFORE ADOPTING A ANIMAL?
Q. HAVE YOU EVER RECEIVED A TICKET OR PARKING VIOLATION?
Q. WHEN AND WHY DID THIS HAPPEN?
Q. HAS THIS HAPPENED MORE THE ONCE OR HAVE YOUR FRIENDS RECEIVED THE SAME TICKET/VIOLATION?
Q. WHEN AND WHY DID YOU DECIDE TO START BEING MORE HEALTHY?
Q. HAVE YOU BECOME MORE AWARE OF YOUR WATER DRINKING HABITS? IF YES, SEE BELOW:
Q. WHEN DO YOU DRINK WATER OR GET THIRSTY DURING A NORMAL DAY?
Q. WHAT PROBLEMS OR UNKNOWNS TO YOU FACE DURING YOUR 1ST DAY IN SAN FRANCISCO?
Q. WHAT PROBLEMS OR UNKNOWNS WOULD YOU WISH THAT YOU KNEW BEFORE DAY-1 IN SF?
Q. WHAT ADVICE WOULD YOU GIVE SOMEONE MOVING TO SAN FRANCISCO FOR THEIR 1ST TIME?
PROJECT
INTERVIEW
BEST PRACTICES
THE
2
PERSON
DYNAMICS
AUDIO RECORDING
AFTER THE INTERVIEW
LISTEN TO THE AUDIO AND
WRITE DOWN INSIGHTS, QUOTES,
LEARNINGS OR ANYTHING HELPFUL
1 insight per sticky note
written with black sharpie.
MAKE SURE
TO WRITE THE
NAME OF THE
INTERVIEWEE
AFTER MANY INTERVIEWS
1 sticky note
color per interview
TOM
JOE
JANE
DO THIS IN YOUR SPACE
AND STOP HERE.
3
PERSON
DYNAMICS
DISCUSSION
AUDIO RECORDING
THE NOTE TAKER:
YOU DON'T TALK
YOU TAKE NOTES
WITH PEN & PAPER.
AFTER THE INTERVIEW
READ THROUGH THE NOTES TOGETHER AND
LISTEN TO THE AUDIO IF NEEDED.
—
WRITE DOWN INSIGHTS, QUOTES,
LEARNINGS OR ANYTHING HELPFUL
Write 1 insight per sticky note
written with black sharpie.
AFTER THE SYNTHESIS
INTERVIEWEE
AFTER MANY INTERVIEWS
1 sticky note
color per interview
TOM
JOE
JANE
DO THIS IN YOUR SPACE
AND STOP HERE.
4+
PERSON
DYNAMICS
TEAM IN ANOTHER ROOM
3 IN ONE ROOM
PHONE
ON SPEAKER
VIDEO
THROUGH
FLAT SCREEN