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CS408
Assignment No 2 spring 2016
Question
1
Persona
User
Model, or personas, are detailed composite user archetypes that represent
distinct grouping of behavior patterns, goal, and motivations observed and
identified during the research phase.
Steps
involved in process of constructing personas
IPersona
are based on research
(a)
Interviews with users outside of their use contexts.
(b) Information about users supplied by
stakeholders and subject matter experts
Market research data such as focus groups and
surveys.
(c) Market segmentation models.
(d) Data gathered from literature reviews and
previous studies.
IIPersonas are represented as individuals
Personas are user models that are
represented as specific, individual humans. They are not actual people, but are
synthesized directly from observations of real people. One of the key elements
that allow personas to be successful as user models is that they are Personifications.
IIIPersonas represent classes of users in
context
Although personas are represented as
specific individuals, at the same time they represent a class or type of user
of a particular interactive product. Specifically, persona encapsulates a
distinct set of usage patterns, behavior patterns regarding the use of a particular
product.
IVPersonas and reuse
Organizations with more than one
product often want to reuse the same personas.
However, to be effective, personas
must be context-specific—they should be focused on the behaviors and goals
related to the specific domain of a particular product. Personas, because they
are constructed from specific observations of users interacting with specific products
in specific contexts, cannot easily be reused across products even when those products
form a closely linked suite.
VArchetypes versus stereotype
Don’t confuse persona archetype with
stereotypes. Stereotypes are, in most respects, the antithesis of
well-developed personas. Stereotypes represent designer or researcher biases and
assumptions, rather than factual data.
VIPersonas explore ranges of behavior
The target market for a product
describes demographics as well as lifestyle and sometimes job roles. What it
does not describe are the ranges of different behaviors that members of that
target market exhibit regarding the product itself and product-related contexts.
Ranges are distinct from averages: personas do not seek to establish an average
user, but rather to identify exemplary types of behaviors along identified
ranges.
VIIPersonas must have motivations
All humans have motivations that drive
their behaviors; some are obvious, and many are subtle. It is critical that
personas capture these motivations in the form of goals. The goals we enumerate
for our personas are shorthand notation for motivations that not only point at
specific usage patterns, but also provide a reason why those behaviors exist.
VIIIPersonas versus user roles
User roles and user profiles each
share similarities with personas; that is, they both seek to describe
relationships of users to products. But persona and the methods by which they are
employed as a design tool differ significantly from roles and profiles in
several key aspects.
IXPersonas versus user profile
Many usability parishioners use the
terms persona and user profile synonymously. There is no problem with this if
the profile is truly generated from ethnographic data and encapsulates the
depth of information. Unfortunately, all too often, it has been seen that user
profile =s that reflect Webster’s definition of profile as a ‘brief
biographical sketch.”
In other words, user profiles are often
a name attached to brief, usually demographic data, along with a short,
fictional paragraph describing the kind of car this person drives, how many
kids he has, where he lives, and what he does for a living.
XPersonas versus market segments
Marketing professionals may be
familiar with a process similar to persona development because it shares some
process similarities with market definition. The main difference between market
segments and design personas are that the former are based on demographics and
distributed channels, whereas the latter are based on user behaviors and goals.
The two are not the same and don’t serve the same purpose.
XIUser personas versus non-user personas
A frequent product definition error is
to target people who review, purchase, or administer the product, but who are
not end users. Many products are designed for columnists who review the product
in consumer publications.
Question
No 2
Prototype
Prototypes are a useful aid when
discussing ideas with stakeholders; they are a communication device among team
members, and are an effective way to test out ideas for yourself.
(a)
The activity of building prototypes encourages reflection
in design, as described by Schon (1983) and as recognized by designers from
many disciplines as an important aspect of the design process.
(b)
Prototypes answer questions and support designers in
choosing between alternatives.
(c)
Hence, they serve a variety of purposes: for example, to
test out the technical feasibilityof an idea, to clarify some vague
requirements, to do some user testing and evaluation, orto check that a certain
design direction is compatible with the rest of the systemdevelopment.
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