Beruflich Dokumente
Kultur Dokumente
Week 6:
Persona
交大 應用藝術研究所/工業技術研究院 資通所
Dr. 莊雅量
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本週大綱
• Challenges in
Human-Centered Design
• Some Cases
• Design Process
• Persona
http://www.ideo.com/work/human-centered-design-toolkit/
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The Three Lenses of Human-Centered Design
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Generating New Experiences:
R equires Tw o Fundam ental Phases
Source: http://www.wawakids.com.tw/?p=5063
• 作者:佐藤可士和
• 譯者:賴庭筠
• 出版社:木馬文化
• 出版日期:2012年10月03日
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 6). Boston: Elsevier.
Benefits of Personas
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design. Boston: Elsevier.
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Source: http://www.architypereview.com/15-schools/projects/133-fuji-kindergarten
Some Examples
• Apple
• Show And Tell (Macintosh)
• Macintosh Quadra 700
• Siri (iPhone 4S)
• Facetime (iPhone 4)
• iPad 2
• Motorora • Samsung
• Xoom • Galaxy S4
• Asus • HTC
• PadPhone 2 • HTC One
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Reference of Persona
• Chinese Introduction:
http://www.slideshare.net/uxstudio/kickoff-day21
• Book:
Pruitt, J., & Adlin, T. (2006). The
persona lifecycle: Keeping people in
mind throughout product design.
Boston: Elsevier.
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The Uage of Persona in Microsoft
Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 173). Boston: Elsevier.
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Background
• Historically, the Windows Server product team has
relied on market research data and intuition in
understanding who their customers are and what they
need.
• Over the past few years it has become increasingly
clear to the leadership for Windows Server that to
better meet our customers' needs we need to
understand who they really are.
• Because personas had been developed by other teams
at Microsoft, those personas were gaining exposure
and credibility. It became apparent that there needed
to be personas developed for Windows Server.
Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 173). Boston: Elsevier.
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Process: Classic Waterfall Model
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 54). Boston: Elsevier.
Process
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 55). Boston: Elsevier.
5 Phases
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1. Persona Family Planning
Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 61). Boston: Elsevier. 20
2. Conception and Gestation phase
Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 170). Boston: Elsevier.
Your Goal
Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 170). Boston: Elsevier.
Frequently Asked Questions
Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 171). Boston: Elsevier.
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Best Way to Answer those Questions
Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 172). Boston: Elsevier.
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Tips
• Top-down buy-in for your persona effort is important.
If people (especially stakeholders) are uncomfortable
with your cast of personas, they will not support or
use them. (p. 171)
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6 Steps in Conception and Gestation phase
Conception 1. Identify important categories of users.
2. Process the data.
3. Identify and create skeletons.
Gestation 4. Prioritize the skeletons.
5. Develop selected skeletons into personas.
6. Validate your personas.
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Step 1. Identify important categories of users
Thinking about user roles, user goals, and user segments
Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 178). Boston: Elsevier.
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Step 1. Identify important categories of users
Scenario: Create Service for a Bank
User Roles: Goal-based categories of users:
• The new account shoppers • Users who "want my financial
• The existing account holders life to be simpler"
• The borrowers • Users who "want my money
• The investors to work for me"
• Users who "want to feel like
my money gets as much
attention as a millionaire's
money"
• Users who "want to feel safe
when I'm banking online."
Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 178). Boston: Elsevier.
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Step 1. Identify important categories of users
Scenario: Create Service for a Bank
User Segments:
• Financial enthusiasts: 35 to 65 years old, urban or suburban,
professional, college educated, yearly household income of
$50K-$250K …
• Financial ostriches: 25 to 40 years old, urban or suburban,
professional, college educated, have children, yearly
household income of $35K-$90K, busy with life and work,
seldom reviews financial decisions…
• Financial neophytes: 18 to 25 years old, some college, yearly
household income of $10K-$60K (with potential for
considerable income growth), newly financially independent,
tend to be interested and motivated but nervous, very aware
Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 178). Boston: Elsevier.
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 199). Boston: Elsevier.
Step 2. Process the Data
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 200). Boston: Elsevier.
Step 2. Process the Data
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 203). Boston: Elsevier.
Step 3: Identify Subcategories of Users and
Create Skeletons
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 199). Boston: Elsevier.
Step 3: Identify Subcategories of Users and
Create Skeletons
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Source: http://www.slideshare.net/uxstudio/kickoff-day21
Step 4: Prioritize the skeletons
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 199). Boston: Elsevier.
Step 5: Develop selected skeletons into
Personas
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 199). Boston: Elsevier.
Step 5: Develop selected skeletons into
Personas
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (pp. 230-232). Boston: Elsevier.
Step 5: Develop selected skeletons into
Personas
An example skeleton (left) being transformed into a foundation document (right)
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 238). Boston: Elsevier.
Step 5: Develop selected skeletons into
Personas
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 199). Boston: Elsevier.
Step 6: Validate your Personas
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Source: Pruitt, J., & Adlin, T. (2006). The persona lifecycle: Keeping people in mind throughout product design (p. 199). Boston: Elsevier.