17. Personas 要點
Personas explore ranges of behavior:
Persona 定義同一群相同行為的使用者，而不
是定義大部分人是怎麼用產品的。
Personas must have motivations:
知道使用者的動機能夠幫助設計師去改善或替
換一個更好的方式去幫助使用者達成目標
Personas can also represent nonusers:
Personas 也可以代表非使用者角色，例如客戶
角色
18. Personas and other user models
1. User roles
2. User profiles
3. Market segments
19. Personas vs User Roles
A user role or role model is an abstraction, a defined
relationship between a class of users and their
problems, including needs, interests, expectations, and
patterns of behavior.7
User roles(X) 缺點是沒有被當作人，也缺乏動機跟脈
絡
Persona 是描述共同行為的一群人，而不是 User
role ，例如業務與執行長會有同樣的商務旅行需求，但
他們的 user role 是不一樣的
27. if you do not have data to back up your assumptions
you may:
• 專注在錯的設計目標
• 專注在正確的設計目標但找不到主要行為模式
• 很難使沒參與的人 Buy in 你的設計
• 失去被信任的價值，長期來說會讓組織失去使用
Persona 的信心
28. If you are using provisional personas,
it’s important to:
•
清楚標示並註解 Persona 的定義
•
用素描的方式描繪人物而非照片 ( 用素描來代表暫時 )
•
試著用真實資料去描述 (market surveys, domain research, subject
matter experts, field studies, or personas for similar products)
•
紀錄所使用的資料與假設
•
避免刻板印象
•
專注在行為與動機上，而非人口統計學的資料
30. User goals and cognitive processing
Norman’s three levels of cognitive processing are:
1. Visceral : 最原始的人類行為，生理內在的行為，例如怕高或是看到
顏色就會產生的自然反應
2. Behavioral : 下意識行為，例如開車
3. Reflective : 反應行為，依照經驗做出反應的行為
Behavioral and reflective level 靠經驗與學習累積， Visceral level 靠
喚起存在人類 DNA 記憶學會。
31. Designing for Visceral Responses
A misconception often arises when discussing viscerallevel design: that designing for visceral response is about
designing beautiful things
Visceral design is actually about designing for affect
eliciting the appropriate psychological or emotional
response for a particular context — rather than for
aesthetics alone.(Visceral design 要引發正確的情緒 )
好看的比較好用，但是用久了就會知道好不好用，不過那
是很熟練以後的事。所以 visceral level 跟 behavioral level
都要兼顧，也就是真實易用性的部分
32. Designing for Behavior
Designing for the behavioral level means designing
product behaviors that complement a user’s own
behaviors, implicit assumptions, and mental models.
Of the three levels of design Norman contemplates,
behavioral design is perhaps the most familiar to
interaction designers and usability professionals.
因為 Behavioral level 與其他兩層重疊，所以 Alan Cooper
說：這好像是在暗示這一層最重要。
34. Alan cooper 說 Norman 只有提概念沒有提實作方法，但他有
Three types of user goals correspond to
Norman’s visceral, behavioral, and reflective
processing levels:
1.Experience goals, which are related to visceral
processing: how a user wants to feel
2. End goals, which are related to behavior: what a
user wants to do
3. Life goals, which are related to reflection: who a
user wants to be
35. Interaction designers must translate life goals into
high-level system capabilities, formal design concepts, and
brand strategy. Mood boards and context scenarios can be
helpful in exploring different aspects of product concepts, and
broad ethnographic research and cultural modeling are critical for
discovering users’ behavior patterns and deeper motivations.
Life goals rarely figure directly into the design of specific
elements or behaviors of an interface. However, they are very
much worth keeping in mind. A product that the user
discovers will take him closer to his life goals, and not
just his end goals, will win him over more decisively
than any marketing campaign.
Addressing life goals of users makes the difference
(assuming that other goals are also met) between a
satisfied user and a fanatically loyal user.
36. Types of goals
User goals are not the only type of goals that
designers need to take into account. Customer
goals, business goals, and technical goals are
all nonuser goals.
Typically, these goals must be acknowledged
and considered, but they do not form the basis
for the design direction.
37. Successful products meet user goals first
The most important purposes or goals to
consider when designing a product are
those of the individuals who actually use
it, not necessarily those of its purchaser
Design Principle : Don’t make the user
feel stupid.
39. The principle steps are:
1. Identify behavioral variables.
2. Map interview subjects to behavioral variables.
3. Identify significant behavior patterns.
4. Synthesize characteristics and relevant goals.
5. Check for redundancy and completeness.
6. Expand description of attributes and behaviors.
7. Designate persona types.
40. Step 1: Identify behavioral variables
把觀察到的明顯行為變量列出來
•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; capability to
learn
•Motivations — Why the user is engaged in the product domain
•Skills — User capabilities related to the product domain and technology
It is typical to find 15 to 30 variables per role.
42. Step 2: Map interview subjects to
behavioral variables
線上商店的範例
User 間的相互關係比位置的精準度重要
43. Step 3: Identify significant behavior patterns
第三步會訂出很多行為變量軸，然後大部分來說會
有 6~8 個行為變量是顯著主群體的人都有的狀況，
這就容易形成一個行為模式，但這些行為模式必須
要有明確的邏輯性關係才可以
買 CD 也會下載 MP3 vs 買 CD 也是素食主義者
44. Step 4: Synthesize characteristics and relevant goals
撰寫使用者情境與使用者描述，用於日後視覺化之
用。 ( 工作地點、生活環境、職稱、姓名、年齡等資
料 ) 記得不要虛構得太過頭，否則會降低可信度。
以邏輯的方式從使用者行為去推斷目標
Typically, the majority of useful goals for a
persona are end goals. You can expect
most personas to have three to five end
goals associated with them.
45. Step 4: Synthesize characteristics and relevant goals
Persona relationships
有時候你會需要建立 Persona 之間的關係
Persona 的互相關系也很重要，如果你的 personas
之前不存在社交關係，而你的產品又是要為了一群
有社交關係的人設計，你就有麻煩了
46. Step 5: Check for completeness and redundancy
1. 在這個階段是讓你的 Persona 更像真人的時候。
2. 檢查 Persona 是否完整，還是有多餘的部分。
3. 請記得 Persona 是用來做溝通與設計的工具。
4. 或許你會想增加 political personas 去滿足利害關係人
47. Step 6: Expand description of attributes and behaviors
使用第三人稱視角去描寫 Persona 的敘述，關於人物誌的敘
述不要超過兩頁。
人物側寫不是一個很短的故事，而是很快地能讓設計師能理
解這個人物的背景、信念、生活方式。
請記得內容不要虛構寫得太過，超過原本的研究
48. Step 6: Expand description of attributes and behaviors
平常就建有照片資料庫很重要，照片可以很快造成第一印象
並讓人理解對方的 Context 。所以照片的選擇要相當小心。
