Satisfy a diverse audience of users-flawed/The best way to successfully accommodate a variety of users is to design for specific types of individuals with specific needs. / you can’t increase the cognitive load and navigational overhead for all users/ interfere with the satisfaction of others
Users whose needs best represent the needs of a larger set of key constituents/ prioritize these individuals
Personas help designers do the following: a.provide the foundation for the design effort. b. Communicate with stakeholders, developers, and other designers. c. Measure the design’s effectiveness. Design choices can be tested on a persona. d. Contribute to other product-related efforts such as marketing and sales plans: clients’ organizations, informing marketing campaigns, organizational structure, customer support centers, and other strategic planning activities.
The elastic user/ Self-referential design/ Edge cases
When it’s time to make product decisions, this “user” becomes elastic, conveniently bending and stretching to fit the opinions and presuppositions of whoever is talking.
Why Personas Are Effective: user models is that they are personifications- engage the empathy of the design
Personas are based on research: Interviews with users outside of their use contexts / Information about users supplied by stakeholders and subject matter experts (SMEs) / Market research data such as focus groups and surveys / Market-segmentation models / Data gathered from literature reviews and previous studies
It is possible to create a persona that represents the needs of several user roles.
Persona design: usage behavior and goals. Market segment helps to determine the demographic range
Goals motivate usage patterns
Goals should be inferred from qualitative data
User goals and cognitive processing
Product design should address three different levels of cognitive and emotional processing: visceral, behavioral, and reflective. Visceral is the most immediate level of processing. we react to a product’s visual and other sensory aspects that we can perceive before significant interaction occurs. / Behavioral is the middle level of processing. It lets us manage simple, everyday behaviors /Reflective is the least immediate level of processing. It involves conscious consideration and reflection on past experiences.
Designing for visceral response: Designing for the visceral level means designing what the senses initially perceive, before any deeper involvement with a product or artifact occurs-designing beautiful things/Visceral design is actually about designing for affect—that is, eliciting the appropriate psychological or emotional response for a particular context—rather than for aesthetics alone.
Getting behavior design right—assuming that we also pay adequate attention to the other levels—provides our greatest opportunity to positively influence how users construct their experience with products.
Designing for reflection designing to build long-term product relationships./ connected to it via personal or cultural associations—the opportunity to create reflective meaning is greatly enhanced.
The three types of user goals: Experience goals-Feel smart and in control/Have fun/ Feel reassured about security and sensitivity/ Feel cool or hip or relaxed/ Remain focused and alert. End goals-represent the user’s motivation for performing the tasks associated with using a specific product./Interaction designers must use end goals as the foundation for a product’s behaviors, tasks, look, and feel. Life goals-represent the user’s personal aspirations that typically go beyond the context of the product being designed/long-term desires, motivations, and self-image attributes, which cause the persona to connect with a product.
User goals are user motivations
Don’t make the user feel stupid.
Experience goals, which are related to visceral processing: how the user wants to feel
End goals, which are related to behavior: what the user wants to do
Life goals, which are related to reflection: who the user wants to be
Nonuser goals-User goals are not the only type of goals that designers need to take into account. Cus-tomer goals, business goals, and technical goals are all nonuser goals.
Business goals include the following:
• Defeat the competition.
• Use resources more efficiently.
• Offer more products or services.
• Raise enough money to cover overhead.
Technical goals include the following:Run in a variety of browsers./ Safeguard data integrity/ Increase application execution efficiency/Use a particular development language or library./ Maintain consistency across platforms.
Successful products meet user goals first
Group interview subjects by role
Identify behavioral variables：
Activities—What the user does; frequency and volume
Attitudes—How the user thinks about the product domain and technology
Aptitudes—What education and training the user has; ability to learn
Motivations—Why the user is engaged in the product domain
Skills—User abilities related to the product domain and technology
40. Synthesize characteristics and define goals-We derive a persona’s goals and other attributes from their behaviors.-These behaviors are synthesized from what was observed/identified in the research process as represent-ing meaningful, typical use of the product over a period of time that adequately cap-tures the relevant set of user actions.
41. Only concrete data can support the design and business decisions your team will ultimately make.
42. Focus the design for each interface on a single primary persona.
43. an organization and to have interpersonal or social relationships with each other.
44. What we must do then is prioritize our personas to determine which should be the primary design target.
