Wobei hilft mir eine Persona? Wie sollte eine Persona aussehen? Wann und wo kommt sie zum Einsatz?

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© itemis AG
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Usability
Michael Jendryschik
Personas
Quelle: German UPA Usability-Quartett

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Michael Jendryschik
Leiter Usability Engineering
 Seit 2008 bei der itemis AG
 Diplom-Informatiker (FH),
zertifizierter Usability Engineering (Fraunhofer),
Mitglied der German UPA und der Webkrauts
 Spezialist für die Konzeption und Entwicklung von
Webseiten und Benutzeroberflächen
 Arbeitsschwerpunkte: Usability Engineering
und Webstandards
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© itemis AG

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© itemis AG
Personas
Quelle: German UPA Usability-Quartett

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© itemis AG Quelle: http://whatmyfriendsthinkido.net/engineer/what-my-friends-think-i-do-what-i-actually-do-engineer/

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© itemis AG Quelle: http://www.geekfill.com/2011/10/19/how-users-see-the-programmers/

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Personas
Definition
 Hypothetischer Nutzer mit konkret ausgeprägten Eigenschaften und Vorlieben
sowie einem konkreten Nutzungsverhalten.
 Die ermittelten Personas begleiten das gesamte Projekt von der
Anforderungsermittlung bis hin zur Implementierung und Wartung.
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© itemis AG
Quelle: http://1tag1mensch.wordpress.com/

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 Aufbau einer Persona
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© itemis AG
 Der vollständige Name und weitere persönliche Angaben, u.a. das
Geschlecht und Alter.
 Einstellung zum Produkt und Kenntnis vom Produkt.
 Ein Foto der Persona.
 Angaben zu Beruf, Funktion, Verantwortlichkeiten.
 Angaben zu Aufgaben und Zielen.
 Fachliche Ausbildung, Wissen und Fähigkeiten, sofern sie für das Produkt von
Interesse sind. (Computerkenntnisse, IT-Know-how, ...)
 Typische Verhaltensmuster und Vorgehensweisen, die Rückschlüsse darüber
zulassen, wie die Persona in bestimmten Situationen reagiert.
Personas
Verfassen

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Personas: CURE Elderly-Personas
Archetypische Senioren, älter als 60 Jahre
Basieren realen Daten, die auf Studien
basieren, die in 8 europäischen Ländern
durchgeführt wurden (u.a. Deutschland)
Sollen Forscher und Unternehmen bei der
Gestaltung von Produkten und
Dienstleistungen für ältere Nutzer unterstützen
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© itemis AG
Quelle: http://elderlypersonas.cure.at/

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Personas
Vorteile
 Alle Projektbeteiligte (Management, Designer, Entwickler, …)
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© itemis AG
 können sich in Personas hineinversetzen und deren Erfordernisse verstehen.
 können den gesamten Entwicklungsprozess auf die Erfordernisse ihrer Nutzer
ausrichten;
 spielen Nutzungsszenarien aus Sicht der Personas durch: »Wie würde Helmuth
vorgehen, um den Bericht auszudrucken?«
 haben konkrete Bezugspersonen, die ihrer Arbeit einen Sinn geben;
 haben ein Werkzeug, um Anforderungen zu priorisieren.

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Personas
Nachteil
 Personas geringer Qualität können so real anmuten, dass die Entwicklung die
tatsächlichen Nutzer aus den Augen verliert.
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© itemis AG

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© itemis AG
Personas sind eine
Usability-Engineering-Methode
und basieren auf empirischen Daten!
Quelle: Fotolia

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© itemis AG
Personas
Usability Engineering Vorgehensmodell

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© itemis AG
Personas
Nutzungskontext

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Personas
Methodische Grundlage zur
Bestimmung des Nutzungskontexts
1. Ermittlung der relevanten Nutzergruppen
2. Analyse des Nutzungskontexts mittels Interviews
3. Verfassen und Validieren von Kontextszenarien
4. Erstellung von Aufgabenmodellen und Nutzungsszenarien
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© itemis AG
Quelle: DAkkS Leitfaden Usability 1.3

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Personas
Ermittlung der relevanten Nutzergruppen
Software für »Jedermann«
 Erfahrung mit der Aufgabe
 Sensomotorische Fähigkeiten (vor allem relevant für Alter über 50)
 Erfahrung mit IT
 Einstellung/Zutrauen zu IT
Software für ein bestimmtes Klientel
 Aufgaben, die am System ausgeführt werden
 Vorbildung
 Rollenbezeichnung im Unternehmen oder in der Organisation
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© itemis AG
Quelle: DAkkS Leitfaden Usability 1.3, Fraunhofer FIT

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Personas
Nutzungsanforderungen (Beispiele)
Der Nutzer muss über das System E-Mails versenden
können, ggfs. mit Anhang.
Der Nutzer muss am System versendete E-Mail wiederfinden
und einsehen können.
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© itemis AG
Quelle: DAkkS Leitfaden Usability 1.3

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Personas
Aufgabenmodell (Beispiel)
 Kernaufgabe: E-Mail verfassen
 Teilaufgaben
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© itemis AG
1. Empfänger auswählen
2. Inhalt verfassen
3. Dokumente anhängen
4. E-Mail versenden
5. Kopie speichern
Quelle: DAkkS Leitfaden Usability 1.3

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© itemis AG
Aufgabenmodell Benutzeraktion Systemreaktion Nutzungsanforderung
Personas
Beispiel-Nutzungsszenario
Quelle: DAkkS Leitfaden Usability 1.3

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Personas
Beispiel-Nutzungsszenario
Aufgabenmodell Benutzeraktion Systemreaktion Nutzungsanforderung
KA: E-Mail verfassen
TA1: Empfänger
auswählen
TA2: Inhalt verfassen
TA3: Dokumente
anhängen
TA4: E-Mail versenden
TA5: Kopie speichern
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© itemis AG
Quelle: DAkkS Leitfaden Usability 1.3

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Aufgabenmodell Benutzeraktion Systemreaktion Nutzungsanforderung
KA: E-Mail verfassen Ausgangssituation:
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© itemis AG
Das System zur Eingabe
von E-Mails ist gestartet.
TA1: Empfänger
auswählen
Name oder E-Mail-
Adresse eingeben oder
auswählen
Zeigt ausgewählte
Empfänger
TA2: Inhalt verfassen Betreff und Inhalt
eingeben
Zeigt Betreff und Inhalt
TA3: Dokumente
anhängen
Aufruf der Funktion zum
Anhängen von
Dokumenten
Zeigt eine Liste
verfügbarer Dokumente
Gewünschte Dokumente
auswählen
Zeigt ausgewählte
Dokumente als Anhang
TA4: E-Mail versenden Wählt »Senden« Zeigt den Versandstatus
TA5: Kopie speichern Zeigt den Speicherort
der Kopie
Personas
Beispiel-Nutzungsszenario
Quelle: DAkkS Leitfaden Usability 1.3

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Aufgabenmodell Benutzeraktion Systemreaktion Nutzungsanforderung
KA: E-Mail verfassen Ausgangssituation:
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© itemis AG
Das System zur Eingabe
von E-Mails ist gestartet.
Der Nutzer muss über
das System E-Mails
versenden können,
ggfs. mit Anhang.
TA1: Empfänger
auswählen
Name oder E-Mail-
Adresse eingeben oder
auswählen
Zeigt ausgewählte
Empfänger
TA2: Inhalt verfassen Betreff und Inhalt
eingeben
Zeigt Betreff und Inhalt
TA3: Dokumente
anhängen
Aufruf der Funktion zum
Anhängen von
Dokumenten
Zeigt eine Liste
verfügbarer Dokumente
Gewünschte Dokumente
auswählen
Zeigt ausgewählte
Dokumente als Anhang
TA4: E-Mail versenden Wählt »Senden« Zeigt den Versandstatus
TA5: Kopie speichern Zeigt den Speicherort
der Kopie
Der Nutzer muss am
System versendete E-Mail
wiederfinden und
einsehen können.
Personas
Beispiel-Nutzungsszenario
Quelle: DAkkS Leitfaden Usability 1.3

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Personas
Ableitung der Personas
 Erstellung mindestens einer Persona für jede Benutzergruppe
 Berücksichtigung von Zielen, Aufgaben und Problemen, Erfordernissen und
Nutzungsanforderungen, Eigenschaften und Einstellungen
 Validierung der Personas
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© itemis AG
 Korrekt gezeichnet?
 Für die Unternehmensziele relevant?
 Sichtbar machen, z.B.
 Poster, die bei den Projektbeteiligten in den Büros hängen
 Dokumentation, Reports oder andere technische Dokumente

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Na komm, das ist schon ein
bisschen aufwändig, oder?
Was soll man das alles noch machen?
Wer soll das bezahlen?
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© itemis AG
Quelle: freydenker.com

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Personas
Lean UX Methode
 Erstellung von »Proto-Personas«
durch das Produkt/Projekt-Team
 Kreativ-Workshops, Brainstorming
 Fokus auf Bedürfnisse und Ziele
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© itemis AG

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Personas
Lean UX Methode
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© itemis AG
Foto/Zeichnung
Name und Alter
Rolle
Familienverhältnisse
Persönliche Situation
Generelle Einstellungen
(zum Produkt)
Bedürfnisse und Probleme Mögliche Lösungsansätze

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© itemis AG
Personas
Lean UX Methode
Quelle: coschedule.com

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Personas
Lean UX Methode
 Wichtig: Annahmen im weiteren
Projektverlauf permanent validieren
und Personas ggfs. anpassen.
 Das gilt auch für auf empirischem
Weg ermittelte Personas.
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© itemis AG

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© itemis AG
Viel Spaß bei der Entwicklung
eigener Personas!
Quelle: http://1tag1mensch.wordpress.com/

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Kontakt:
Michael Jendryschik
michael.jendryschik@itemis.de
https://twitter.com/jendryschik
https://www.xing.com/profiles/Michael_Jendryschik
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© itemis AG
itemis AG | Am Brambusch 15-24 | D-44536 Lünen | www.itemis.de