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CONCEPT PHASE
You did the contextual research, observed and analyzed.
(Right?)
Now it's time to start ...
Now it's time to start ...
con-cep-tu-a-li-zing.
Affinity DiagramsDecoding meaning from (semi-)chaotic brainstorming
Making an Affinity Diagram in 7 Easy Steps1. On a buncha same-colored post-its write short focused notes
about tools, interactions, behaviors, anything even vaguely relevant to the topic. Go for quantity, lots 'n lots. No notes are "wrong!"
2. Divide the post-it notes equally among all participants and find a large empty wall to post on.
3. Create a note cluster by posting one note on the wall, finding other notes that relate to it and posting them around it.
4. Label the cluster with summary post-its of a different color. Aim for 2-4 summary notes per cluster.
5. Loop steps 3-4 until all clusters are up and summarized.
6. Review the clusters/summaries and get consensus from the group that the topic has been adequately covered.
7. Record (photo).
What can you do with an Affinity Diagram? Discuss and unite on key concepts Get an idea of the product audience Begin to formulate a task model = list of
everything required to complete the task at hand Sequence: detailed steps to perform task Artifacts: what's needed and how they should be
used Flow: communication and coordination Physical: the physical environment Cultural: culture and policy
An early step in IxD is ... ... figuring out who your target user audience is
One of the most common (and fun!)
techniques for doing this is to create a ...
... Persona A person's perceived or evident personality; personal image; public role.
from the Latin, persona: mask, character– Random House Unabridged Dictionary
Persona Mask
Who am I?
Personas Small set of fictional
archetypes to help guide design decisions Primary, secondary,
(tertiary) Illustrate key goals and
behavior patterns specific to the design problem
Synthesized from research and captured in short 1-2 page descriptions
Personas are not: Made up Job roles Statistical
averages Based on 1
person Case actors Market segments
What goes in a Persona? Name, role, photo Tagline Relevant goals Attitudes,
perspective Work or activity flows Environment Abilities, skill level Needs and
frustrations
“We use personas to focus our attention when we're establishing a direction and generating design ideas, and to test our ideas before they're evolved enough to share with real users.”
-Cooper.com
Tom Brodie, shop managerTom has 8 years of experience in lube shop operations. He’s married with two young kids, and his wife jokes that the last time his hands were completely free of grease was on his honeymoon 5 years ago.
At the shop he manages, Tom constantly puts out little fires. He works on the floor most of the day, trying to be everywhere at the same time although he prefers to act as greeter and cashier.
Most shop trends get measured on a monthly basis, since Tom has to meet sales targets defined by the owner, Eddie, in order to get his manager’s bonus. On a daily basis, Tom frequently monitors car counts, ticket average, and employee productivity (especially individual service statistics). Sometimes his team needs a kick in the pants, but he tries to lead by example.
Sometimes I’m so busy fighting alligators that I forget about draining the swamp.
Tom’s Goals:
1. Keep the cars coming.Tom has to rely on Eddie’s marketing efforts but car count is his make-or-break figure; he focuses on customer service to generate repeat customers.
2. Reduce labor percentages without sacrificing customer service.Staffing is a tricky balance between keeping the shop’s labor costs down while ensuring employees get enough hours and bay times stay low.
3. Meet or exceed last year’s numbers for this month.The Owner’s sales targets aim for year-on-year increases across the board, but in the current business climate Tom is happy simply meeting last year’s numbers.
Secondarypersona?
We'll do
scenarios later
Don't bother creating personas if ...
1. The product space and target users are extremely well understood by you and all of your decision makers
2. You’re designing for a very narrow group of users to which you have easy direct access
3. Your users are also your stakeholders
Personas: Do 'em up Right! Goal of a persona:
To gain empathy and understanding of your target users
To accomplish this goal, personas need to be:
Based on actual human beings, not stereotypes
Respectful, free of [mean-spirited/idealistic] judgment
Using these kinds of terms to characterize a persona is a sure fire path to an epic persona fail:
hillbilly • tree-hugger • geezer • airhead • flake
• wombat(uncontrollably ululating Rasputin-doll-squad spadix-cheese Popeye-
compiler!)
PRODUCTGOAL Statement
PRODUCTGOAL Statement=The product context +
The problem from the user's POV +
The solution the product will use to "fix" it
Product Context
Product Context
Product Context
User + Need + Insight
Problem from the User's POV
User + Need + Insight
Empathy(Anti-DD)
Emotions(Theme)
Surprise(Observe)
Problem from the User's POV
Theme (of User's Need)
Choose words that go for the emotional epicenter!
For example ... Accomplishment - Achieving goals and making something of oneself; a sense of satisfaction that can result from productivity, focus, talent, or statusBeauty - The appreciation of qualities that give pleasure to the senses or spiritCommunity - A sense of unity with others around us and a general connection with other human beingsCreation - The sense of having produced something new and original, and in so doing, to have made a lasting contributionDuty - The willing application of oneself to a responsibilityEnlightenment - Clear understanding through logic or inspirationFreedom - The sense of living without unwanted constraints
Harmony - The balanced and pleasing relationship of parts to a whole, whether in nature, society, or an individualJustice - The assurance of equitable and unbiased treatmentOneness - A sense of unity with everything around usRedemption - Atonement or deliverance from past failure or declineSecurity - The freedom from worry about lossTruth - A commitment to honesty and integrityValidation - The recognition of oneself as a valued individual worthy of respectWonder - Awe in the presence of a creation beyond one's understanding
Got any others ... ?
Grover needs NOUN?a job that starts at 10:30 am. to be allowed flexibility.VERB✔
THEMEIn the product goal statement you should
substitute qualities from the persona:
Young, technicallyskilled job
seekers
Problem from the User's POV
Product Goal Statement Example1. The product context
In a chain of quick lube shops, most of the action happens on the floor, not in an office. A shop's profitability depends on daily fluctuations (weather changes, rush hour, etc.), satisfying customers, and maintaining staff productivity moment-to-moment. Within that moment, being able to hit business goals and understand trends is critical, too.
2. The problem from the user's POV
Shop decision makers need to gain clarity on how the dynamics of the moment/place fit into the big-picture context.
3. The solution the product will use to "fix" the problem
The LubeSoft Dashboard system will help them find that clarity. The Dashboard will show relevant real-time shop metrics in a way that helps the shop decision makers quickly gain perspective on current performance vs. performance targets and historical trends within and across chain shops.
