This document provides personas and user journeys for different types of visitors to a museum mobile app. It includes 4 personas: Marina, an engaged museum member; Mario, a reluctant college student visitor; Kimberly, a museum mom; and George, a creative designer. For each persona, it provides demographic information, goals, pain points, and favorite apps. It also outlines sample user journeys for each persona that describe their experience before, during and after a museum visit. The document aims to help design a mobile app that meets the needs of different types of target users.

1. Mobile UX
LIZ FILARDI ewf210@nyu.edu

2. Please keep in mind…
1. Stay muted when not talking.
2. Raise your hand before talking.
3. Use group chat liberally.
4. If you have tech problems, contact:
NYU IT Service Desk: 1-212-998-3333

3. Meeting Structure
Opening Discussion 15 minutes
Lecture 30 minutes
Break 15 minutes
Breakout Activity 45 minutes
Assignment Debrief 15 minutes

4. Weekly Structure
Meeting 2 hours
Reading 2 hours
Assignments 4-6 hours

5. Your Grade
50% Participation
50% Assignments
BONUS POINTS!
1-2 Per forum discussion post

6. How to Participate
! Be present and on time
! Mic and camera work
! Ask questions
! Volunteer answers
! Speak early and often
! Participate in drills
! Be proactive, enthusiastic, and inquisitive
! Do your best work during the breakout activities

7. INTRODUCTIONS
Name, profession,
memory of first
mobile phone
Wall Street, 1987

8. MEANWHILE,
IN 2015...
What do we do all day?

9. Smartphones do a lot more than
enable voice calls.

10. Our devices are
extensions of ourselves.

11. Indian Girl, or The Dawn of Christianity by Erastus Dow Palmer
1855-1856
It’s physical. !

12. Photo: Ariel Zambelich, Wired.com

14. Some Stats

15. 64%
American adults
who own a smartphone
Pew Research Center, April 2015

16. Flurry Insights, January 2015

17. Kantar Worldpanel, February 2015

18. Kantar Worldpanel, February 2015

19. Flurry Insights, January 2014

20. ComScore, January 2013

21. Nielsen, March 2013
15%
Or 1 in 6 Consumers
Use Wearable Technology

22. Endeavour Partners, July 2015
1/3
Consumers Who Stopped Using
Their Wearable Device Within 6
Months
Nielsen, March 2013
48%
Wearable owners
between ages 18 and 34
29%
Wearable owners with
annual income over
$100,000
Fitness Bands
Smartwatches

23. How do we know
about the mobile market?

24. Market Research is
NOT User Research.
BUT
Consuming market research
helps you understand markets,
which is useful.

25. Where to Start
• Pew Research Center
• Global research and advisory firms like Nielsen
and Forrester
• Analytics companies like Flurry and App Annie
• Google it (many reports are published
publically and free to access)

26. Take it with a grain of salt
• Check the date of the report and the research.
• Look into the context for the report.
– Where does it come from?
– Was it commissioned, or is it used to sell a product?
• Notice how data was collected.
– Quality research reports describe research methods
up front. You will notice market research and user
research utilize some of the same methods.

27. Market
Research
User
Research

28. Market
Research
User
Research
" Research is
formal, expensive,
time consuming.
" Purpose is to
understand the
market.
" Findings are
shared.
" Research is casual,
practical and
cheap.
" Purpose is to make
a design decision.
" Findings are used
by the product
team only.

29. Market
Research
User
Research
" Research is
formal, expensive,
time consuming.
" Purpose is to
understand the
market.
" Findings are
shared.
" Research is casual,
practical and
cheap.
" Purpose is to make
a design decision.
" Findings are used
by the product
team only.
UX people read it
UX people do it

30. RESEARCH METHODS
Qualitative: 7-day diary, video recordings of app use, and
follow-up interviews
Quantitative: 1000-person survey and device tracking

31. Me Time.

32. Me Time.

33. Which brand UX
is better for Me Time?
Lululemon!

34. Which brand UX
is better for Me Time?
Uniqlo!

35. Take Away
Research, done well,
leads to the design opportunity.
Research makes for better designers.

36. The
Million Dollar
Question

37. THE MILLION DOLLAR QUESTION
Mobile first or
build off desktop?

38. THE MILLION DOLLAR QUESTION
Responsive website or
separate mobile
experience?

39. THE MILLION DOLLAR QUESTION
HTML5
or native app?

40. THE MILLION DOLLAR QUESTION
We’re making an app!
iOS, Android,
Windows???

41. THE MILLION DOLLAR ANSWER
Where are our users?
What are they doing?
What do you want for them?

42. UX Professionals
have the knowledge and
experience to do what’s best.
IN ANY CASE

43. OUR FOCUS
iOS
Android
Mobile web

44. Questions so far?

45. REVIEW
1. When are people most apt to use their
tablets?
2. What form factor is eating up the market?
3. What do 1/3 of people with wearables do
after six months?
4. What is “Me Time” and why should we
care?

46. General
Guidelines

47. Let’s Face It
Mobile devices are not popular
because they’re comfortable to use.

48. Let’s Face It
Mobile devices are popular
because they are convenient.

49. Leverage Mobile Strengths
GREATER CONVENIENCE
HARDWARE FEATURES
(camera, GPS, accelerometer)

50. Keep It Lean
Make it a value add!
Be sparing and intentional
with clever features.

51. Consider Uber

52. Usability Values
I understand it.
I can operate it.
I visualize
using it.

53. I understand it.
! Text is legible. It’s big enough. It stands out from
the background.
! Iconography is clear and helps me comprehend
things more quickly.
! The hierarchy of information is clear, easy to scan.
! The amount of text is minimal.
Reading on a tiny screen sucks.
Avoid long text at all costs.

54. I understand it.
Nike+ iPhone App

55. I can operate it.
! This product does what I expected it would do.
! I can guess which elements are interactive, and
what happens when I touch them.
! I have everything I need to complete a task.
Typing on a tiny screen sucks.
Avoid text input as much as possible.

56. I can operate it.

57. I visualize using it.
! I can easily navigate through the experience.
! State changes and transitions between views help
me form a mental model of the product.
! The main features and interactions are
memorable.
Navigating a bloated app sucks.
Minimize the number of features and views.

58. I visualize using it.

59. Anatomy
of an App

60. Apple HIG
https://developer.apple.com/library/ios/documentation/
UserExperience/Conceptual/MobileHIG/Anatomy.html
Android Material Design
https://www.google.com/design/spec/material-design/
introduction.html

61. iOS or
Android?

62. iOS or
Android?

64. iOS or
Android?

65. iOS or
Android?

67. iOS or
Android?

68. iOS or
Android?

70. iOS or
Android?

71. iOS or
Android?

73. iOS or
Android?

74. iOS or
Android?

76. 15 Minute Break
When you return, please write “here” in the chat pane.

77. Let’s Talk About the Weather

78. . What weather apps or websites do you use?
. What are your weather-checking habits?
. What do you like and dislike about the apps / websites you use?
1. Write down a few things.

79. Find out your partner’s weather checking habits.
Encourage stories. Ask open-ended questions. Ask “Why?” Listen for
the unexpected and say, “Tell me more about that.” Take notes.
2. Get ready to interview.

80. We will make two columns on a whiteboard: NEEDS and INSIGHTS.
3. Process the Interview.

81. Name, short descriptor
Need
Insight
4. Create a mini-persona.

82. CREDITS
Interview process drawn from:
Dana Mitroff Silvers’ “Design Thinking” Workshop
DESIGNINGINSIGHTS.COM

83. Assignments

84. Ground Rules
• There are no make-up assignments.
• Each assignment is due at the start of the next class.
• Late submissions will be docked:
– 5 points after class starts
– 5 points for each additional day
• All assignments and discussion posts must be
submitted by the day after the last class:
DECEMBER 23, 2015 @ 11:59 PM

85. Assignment #1
• Interview
• Persona
• User Journey
READ THE SYLLABUS!

86. Readings
Hall,!Just%Enough%Research,!!
User!Research,!p!76093!
Unger!and!Chandler,!A%Project%Guide%to%
UX%Design,!Personas,!p!1290144!

87. PERSONAS AND JOURNEYS:
EXAMPLES

88. VISITOR PERSONAS (R5) | 5
THE MET APP MARCH 3, 2014
FORAPPROVALPROFILES
M A R I N A
Engaged Member
retired magazine editor
M A R I O
Reluctant Visitor
college student
K I M B E R LY
Museum Mom
accountant
G E O R G E
Creative Type
designer
S A N D Y
Visit Planner
literary agent

89. THE MET APP MARCH 3, 2014
FORAPPROVAL
PERSONAS (R4) | 6
MARINA: ENGAGED MEMBER
AGE: 68 OCCUPATION: Retired Magazine Editor
Retirement has been an adjustment. She loved the stimulus
provided by working life, so now she looks for new ways to learn
and stay active, both mentally and physically. Memberships
at the MMA, MoMA and AMNH have become central to that
effort — as has technology. Once she gets her footing with
new technology, she quickly understands how her it could
make life richer and easier. Texting keeps her connected to
friends and grandkids. Frequent member emails help her fill
the calendar with events and reminders. iPhone apps show
her when the next train is coming or what the weather’s like,
in case she wants to stroll through the park. Marina loves
poring over the MMA Store online, but mostly she buys
things the next time she visits the museum in person.
GOALS
MMA’S: Improve her relationship with the
MMA by making it more engaging.
MARINA’S: Take advantage of museum membership.
PAIN POINTS
She’s not the typical visitor —She knows where she’s
going and wants to see what’s new.
FAVORITE APPS
Quiz App, Kindle, Kayak
ARC OF EXPERIENCE
BEFORE: Receptive to Member Newsletter
events. May make reservations
at Member Dining room.
DURING: Picks up Today’s Events and
decides how to organize her visit. Runs into
friends (who she met at the museum).
AFTER: Gets more content (82nd & Fifth)

90. THE MET APP MARCH 3, 2014
FORAPPROVAL
PERSONAS (R4) | 7
MARIO: RELUCTANT VISITOR
AGE: 21 OCCUPATION: College Undergraduate
Mario knows what’s going on around the city thanks to a
constant stream of photos and check-ins on social media.
Most of his activities involve friends. They text continually
throughout the day to chat and make plans. Mario’s smartphone
makes everything easier, from getting through night class to
passing time with music on the subway. His professor gave the
class an assigment that includes visiting the William Kentridge
exhibit. He’s not necessarily looking forward to it, but he’s
been meaning to go the MMA since he moved to the city.
GOALS
MMA’S: Encourage him to return.
MARIO’S: Check out the Kentridge exhibit, and get my friends to
come along.
PAIN POINTS
He never realized the MMA had “cool” art. He loves the
Kentridge piece but finds it difficult to locate any of his other
work in the Museum.
FAVORITE APPS
Instagram, Twitter, Beats Music
ARC OF EXPERIENCE
BEFORE: No pre-planning, just his
professor’s assignment.
DURING: Chats with classmates and
takes photos of labels to read later.
Checks in via Foursquare.
AFTER: Posts a photo on Instagram for
“cred.” Probably won’t come back until
a Special Exhibition catches his eye
or a friend visits from out of town.

91. THE MET APP MARCH 3, 2014
FORAPPROVAL
PERSONAS (R4) | 8
KIMBERLY: MUSEUM MOM
AGE: 42 OCCUPATION: Accountant
Kimberly knows there’s no such thing as “having it all.”
Something has to give, and it’s usually her time. Thanks to her
smartphone and iPad, though, more of that time can be spent
with her kids. Technology makes her a better mom. Always frugal,
she discovered the Mint app and can’t stop recommending it to
fellow parents. And with Amazon Subscribe & Save, the paper
towel and kitty litter magically arrive at the door. She curls up
on the couch with her phone, planning a trip to the Met while
the rest of the family watches TV. Then, once they’re asleep,
she swipes through pages of the kids’ apps (their reward for
being good) to relax with a little Candy Crush before bed.
ARC OF EXPERIENCE
BEFORE: Investigates current exhibitions and
makes plans to go to the Saturday morning
programs.
DURING: Makes the rounds to the kids’ favorites
(the mummies and Arms & Armor) and gets
them each a gift from the store.
AFTER: Checks the website to answer questions
about what they saw for Dad, and to show him
a photo or two.
GOALS
MMA’S: Help her plan a trip to the Met and encourage her
to become a member.
KIMBERLY’S: Support her 7- and 9-year-old kids’ learning and
spend time together as a family with a yearly Met visit.
PAIN POINTS
Save her time in order to keep her kids
entertained, engaged and fed.
FAVORITE APPS
Pinterest, Mint, Netflix

92. VISITOR PERSONAS (R5) | 11
THE MET APP MARCH 3, 2014
FORAPPROVALM A R I N A
App users typically represent your most loyal users, so invest
in an app as if it were a loyalty channel. Some 96% of affluent
travelers belong to a loyalty program for financial and future
perks and 82% prefer email to get any loyalty information
http://www.themobileplaybook.com/en-us/#/home
http://www.thinkwithgoogle.com/research-studies/
travelers-road-to-decision-affluent-insights.html
49% of cell phone owners have used their phones
to look up directions, recommendations, and
other information related to their location.
http://pewinternet.org/Reports/2013/Cell-Activities.aspx
Email use continues to be the bedrock of online
communication for Seniors. 86% of internet users age 65
and older use email, with 48% doing so on a typical day.
http://www.pewinternet.org/Reports/2012/
Older-adults-and-internet-use.aspx
82% of Boomers and Seniors use search engines
to gather information on a topic of interest. 58%
looked for more information on a smartphone.
86% want to stay mentally active. 79% want to stay
physically active. 74% want to learn new things.
http://www.thinkwithgoogle.com/research-studies/
reaching-todays-boomers-and-seniors-online.html
M A R I O
Instagram resonates with Millennial consumers more than
any other age bracket. Instagram adoption by internet
users age 18–29 has increased from 28% in late 2012 to 37%
in 2013. Adoption by African American internet users has
increased from 23% to 34% over the same time period.
http://www.pewinternet.org/~/media/Files/
Reports/2013/PIP_SocialMediaUsers.pdf
Twitter, Facebook and Instagram are most appealing to
African Americans, Latinos, women and urban residents
http://www.pewinternet.org/Reports/2013/Social-Media-Update/Main-
Findings/Demographics-of-key-social-networking-platforms.aspx
Young adults are the most avid texters by a
wide margin. Cell owners age 18–24 exchange an
average of 109.5 messages on a normal day.
http://www.pewinternet.org/Reports/2011/Cell-Phone-Texting-2011.aspx
K I M B E R LY
Moms are also 53% more likely to use mobile banking
applications and 58% more likely to shop via mobile
phone compared to the general population.
http://assets.babycenter.com/ims/Content/
american-media-mom-press-release.pdf
Moms are 38% more likely than the population as
a whole to own a smartphone. Moms spend over
six hours daily on their smartphones. A quarter of
the apps on a mom’s phone are for her kids.
http://www.punchbowl.com/trends/white-papers/
moms-digital-20-stats-about-techloving-mamas
68% of mobile searches happen at home
where there is a desktop computer.
http://www.themobileplaybook.com/en-us/#/home
Nearly 70% of moms believe technology helps them to be
better mothers and they are more than twice as likely to
reward their children with technology than with chocolate.
http://www.forbes.com/sites/jenniferrooney/2012/07/17/
forget-supermoms-its-all-about-the-smart-moms-survey/
50% of smartphone gamers do so to relieve stress.
http://www.emarketer.com/Article/Smartphone-
Users-Play-Games-Relieve-Stress/1010523
G E O R G E
The most common activity among commuters who
used information devices was listening to music on a
mobile device, which was observed in 16.9% of users.
http://www.informationr.net/ir/16-4/paper501.html
43% of Instagram users are age 18–29.
http://www.marketingcharts.com/wp/online/the-
demographics-of-instagram-and-snapchat-users-37745/
The average person checks their phone 110 times per day.
http://www.dailymail.co.uk/sciencetech/article-2449632/How-check-
phone-The-average-person-does-110-times-DAY-6-seconds-evening.html
S A N D Y
32% of women make and save product
wish lists on their mobile device.
http://evigo.com/e-sociology-difference-men-
womens-mobile-shopping-habits/

93. NEXT TIME
• Mobile Navigation
• Strategy and Feature Sets
• App Maps

94. Questions?