Personas, scenarios, user flows, oh my! Session 2 slides from my SVC class on UX1. Learn more here: http://svc-ux1.leannagingras.com

1. User-Centered Design
Session 2 - June 26, 2014
School of Visual Concepts - UX1
http://svc-ux1.leannagingras.com

2. Week 1: what does “doing UX” mean?
what does UX look like in the real world? how do we talk to users?
Week 2: User-centered design
how do we transform interview insights to design ideas?
Everything below here is tentative and will be adjusted to taste!
Week 3: Sketching and Prototyping
how do we create and prototype good designs?
Week 4: Measuring UX
how do we measure UX impact and make UX actionable?
Week 5: Panel - Making an impact with UX
how do we make our UX work count?

3. Agenda
Interviews discussion
Personas
Scenarios
User flows
Studio: designing for a persona

4. INTERVIEWS

5. Homework
1. who did you interview?
2. what was the show and tell?
3. what was the top thing you learned?

6. Who did you interview?
Objective: “learn what information personal trainers and clients are sharing now”
Jeff, interview at a coffeeshop. Jeff teaches crossfit classes downtown and also sees
about 5 personal training clients per week.
Claire and Jason, onsite interview at a gym downtown. Claire and Jason have been
working together for the last 3 months, meeting every other week.

7. What was the “show and tell”?
Objective: “learn what information personal trainers and clients are sharing now”
Jeff brought a blank client file to the coffeeshop and showed me what information he
records in it. Includes client info, client workout goals, the recommended workout regimen
(this changes a little every week), his assessment of their progress.
Claire and Jim: observed an on-site personal training session at the Zum gym downtown.
The session was a little less than an hour.

8. What was the top thing you learned?
Objective: “learn what information personal trainers and clients are sharing now”
Information about a workout program has to be captured over time, and progress also
has to be captured as well as problems and solutions, but nobody was using technical
solutions. It was all verbal or over email.

9. What can we do with our information?
Objective: “learn what information personal trainers and clients are sharing now”
- Nobody currently using a targeted collab solution - all verbal / email
competitive: are there already solutions on the market that are not being
used? why not?
- Personal trainers use individual client files, notes - trends are anecdotal / memory
design: review file photos & map out what info they contain
- Pain point: meticulous and difficult to track on-the-ground workout details (lifts, reps,
weight) as well as program trends over time (rate of progress)
group brainstorm: concepts for easy workout tracking - explore integration
with gadgets eg Fuelband

10. Homework
1. who did you interview?
2. what was the show and tell?
3. what was the top thing you learned?

11. PERSONAS

12. http://www.jjg.net/elements/pdf/elements_simpleplanes.pdf

13. Squarespace’s target user here is the website’s audience: the casual browser. My users!

14. Squarespace’s target user here is the website’s administrator or content creator. ME!!!

15. Personas make great straw men throughout the
design and decision-making process!
● Making sure the team is all aligned on who they’re building for
● Communicating user goals and needs
● Guiding design decisions (“would Chelsea want this feature?”)
● Surfacing different groups using your product (administrator vs. content creator)

16. Personas don’t have to be
fancy to get the job done.
Content
● Photo or sketch
● Quick quote
● Demographics
● Goals
● Pain points
● Motivations

17. https://uxmag.com/articles/using-proto-personas-for-executive-alignment

19. Grab ‘n Go Gus Savvy Sally

20. This section of the Rick Steves website is designed to help both armchair travelers and tour members dig into content.

21. This section of the Rick Steves website is designed to help the armchair traveler learn, relax, and hopefully get inspired!

22. This section of the Rick Steves website is designed to help the tour persona evaluate and make decisions about tours.

23. We didn’t build features around booking: they don’t fit the persona stories that well, nor the business model.

24. David, Opportunistic Fan
“My wife's from Portland and I'm from Seattle. We never miss the Sounders -
Timbers game!"
Goals:
● Get great seats as soon as sales open
● Follow a specific rivalry
● Jump on cheap last-minute tickets
Frustrations:
● Too slow to buy tickets on his phone
● Doesn't care about following the whole
season
● Missed opportunities to get playoff tickets

25. David, Opportunistic Fan
“My wife's from Portland and I'm from Seattle. We never miss the Sounders -
Timbers game!"
Goals:
● Get great seats as soon as sales open
● Follow a specific rivalry
● Jump on cheap last-minute tickets
Frustrations:
● Too slow to buy tickets on his phone
● Doesn't care about following the whole
season
● Missed opportunities to get playoff tickets
Generalizes user
groups but is
specific enough to
be useful!

26. David, Opportunistic Fan
“My wife's from Portland and I'm from Seattle. We never miss the Sounders -
Timbers game!"
Goals:
● Get great seats as soon as sales open
● Follow a specific rivalry
● Jump on cheap last-minute tickets
Frustrations:
● Too slow to buy tickets on his phone
● Doesn't care about following the whole
season
● Missed opportunities to get playoff tickets
Provides context
and motivations

27. David, Opportunistic Fan
“My wife's from Portland and I'm from Seattle. We never miss the Sounders -
Timbers game!"
Goals:
● Get great seats as soon as sales open
● Follow a specific rivalry
● Jump on cheap last-minute tickets
Frustrations:
● Too slow to buy tickets on his phone
● Doesn't care about following the whole
season
● Missed opportunities to get playoff tickets
Clearly identifies
user goals and key
tasks

28. David, Opportunistic Fan
“My wife's from Portland and I'm from Seattle. We never miss the Sounders -
Timbers game!"
Goals:
● Get great seats as soon as sales open
● Follow a specific rivalry
● Jump on cheap last-minute tickets
Frustrations:
● Too slow to buy tickets on his phone
● Doesn't care about following the whole
season
● Missed opportunities to get playoff tickets
Calls out pain
points and
frustrations

29. DESIGN NARRATIVES

30. http://www.jjg.net/elements/pdf/elements_simpleplanes.pdf

31. SCENARIOS
Scenarios continue where we left off
with personas.
They build a narrative description of
a problem or a key task.

32. SCENARIOS
BAD: Diana wants to book a tour
BAD: As a tour member, Diana needs a “buy” button so she can pay us
BAD: Diana goes to the tours landing page and then clicks the primary CTA which
takes her to the tour listing page which provides her with a radio button select of
tour dates blah blah blah
My rule of thumb: If you were explaining it to someone on the phone, they’d be
able to follow along and it would be plausible as a real story.

33. BUILDING GOOD SCENARIOS
Diana is an armchair traveler who lives
vicariously through her globetrotting 23-
year-old son. He put some pictures from Rome
on Facebook, which sparked her curiosity about
the Pantheon. This turned into hours learning
about ancient Rome, watching TV episodes and
reading articles. She’s always been nervous
about travel, but now she’s inspired and wants
to book a Rick Steves tour!
Describe who the
persona is

34. BUILDING GOOD SCENARIOS
Diana is an armchair traveler who lives
vicariously through her globetrotting 23-year-old
son. He put some pictures from Rome on
Facebook, which sparked her curiosity
about the Pantheon. This turned into hours
learning about ancient Rome, watching TV
episodes and reading articles. She’s always
been nervous about travel, but now she’s
inspired and wants to book a Rick Steves tour!
Describe their
context of use

35. BUILDING GOOD SCENARIOS
Diana is an armchair traveler who lives
vicariously through her globetrotting 23-year-old
son. He put some pictures from Rome on
Facebook, which sparked her curiosity about
the Pantheon. This turned into hours learning
about ancient Rome, watching TV episodes
and reading articles. She’s always been
nervous about travel, but now she’s inspired
and wants to book a Rick Steves tour!
Describe what
happens (not how)

36. BUILDING GOOD SCENARIOS
Diana is an armchair traveler who lives
vicariously through her globetrotting 23-year-old
son. He put some pictures from Rome on
Facebook, which sparked her curiosity about
the Pantheon. This turned into hours learning
about ancient Rome, watching TV episodes and
reading articles. She’s always been nervous
about travel, but now she’s inspired and
wants to book a Rick Steves tour!
Describe reaching
a user goal (or
solving a problem)

37. SCENARIO
Diana is an armchair traveler who lives vicariously through her
globetrotting 23-year-old son. He put some pictures from Rome
on Facebook, which sparked her curiosity about the Pantheon.
This turned into hours learning about ancient Rome, watching TV
episodes and reading articles. She’s always been nervous about
travel, but now she’s inspired and looking at Rick Steves tours!
BREAK IT DOWN
Let’s whiteboard this!

38. USER FLOWS
Step-by-step representation of completing a task or reaching a goal. They’re
good for:
● showing where elements are are connected
● mapping out conditionality and decision points
● identifying screens to be considered in the design

39. Amazon likes to make the path to your wallet as short as possible.
Adding a feature like this requires looking at the entire experience from 1000 feet up.

40. Add to cart View cart
Shipping
options
Payment
options
Review
order
Order
confirmation
Select
address and
add to cart
Use default
payment
Review
order
Order
confirmation
Typical e-commerce workflow
Amazon’s workflow
Select
address and
one-click it
Order
confirmation
Amazon’s one-click workflow

41. User flow showing how librarians make
purchasing decisions. This also shows
contingencies and decision treeing.

42. LET’S ROLL UP OUR SLEEVES

43. User-centered design
Split into groups of 2-3.
You decide: Jessie or Joseph?
Discuss the problem and brainstorm potential solutions.
Write a scenario or two, and use it to create a workflow of the solution.
Get ready to share your results with us!

44. Jessie, the Comeback
Jessie used to be in great shape! But now that
she works on a computer all day, she’s not as
strong as she wants to be.
Goals: Jessie wants to be able to do 100
pushups a day. Right now she can only do 10!
Pain points: she doesn’t have time to go to
the gym a lot.
Motivations: She has $100 on getting to 100
pushups before Selena!

45. Joseph, the team player
Joseph is part of a team competing in a Tough
Mudder race in September.
Goals: Set up a training regimen that
accomplishes his goals before September
Pain points: hard to know how close he is to
his goals, hard to know how the team as a
whole is doing
Motivations: to WIN! and be a good asset to
his team

46. Discussion
Let’s share our solutions.
How did the persona and problem framing affect the solution?

47. Homework
Use personas, scenarios, and design narratives to
brainstorm and develop design solutions.
Be ready to describe the problem and solution to us!
We want to see your user flow!
(It’s ok if it’s rough around the edges!)