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(A task for the first two hours)
Purpose of Personas
• The purpose of personas is to create reliable
and realistic representations of your key
audience segments for reference;
• These representations should be based on
qualitative and some quantitative user
research and web analytics;
• Your personas are only as good as the
research behind them
Prototyping 4Source: http://www.usability.gov
• Represent a major user group for your website;
• Express and focus on the major needs and
expectations of the most important user groups;
• Give a clear picture of the user's expectations and
how they're likely to use the site;
• Aid in uncovering universal features and
• Describe real people with backgrounds, goals,
Prototyping 5Source: http://www.usability.gov
Example of Persona
USDA Senior Manager
Fictional name: Matthew Johnson
Program Staff Director, USDA
• 51 years old
• Father of three children
• Grandfather of one child
• Has a Ph.D. in Agricultural
Example of Persona
He is focused, goal-oriented within a strong
leadership role. One of his concerns is maintaining
quality across all output of programs.
Spends his work time:
• Requesting and reviewing research reports,
• preparing memos and briefs for agency heads,
• supervising staff efforts in food safety and
He is comfortable using a computer and refers to
himself as an intermediate Internet user. He is
connected via a T1 connection at work and dial-up
at home. He uses email extensively and uses the
web about 1.5 hours during his work day.
Quote: “Can you get me that staff analysis by Tuesday?”
Create your own Persona
Typical objectives and questions
A link to the guidance
Persona, Scenario, and Goal
Prototyping 9Source: http://www.smashingmagazine.com
Define the Purpose/ Vision
for the Site
• What is the purpose of the site?
• What are the goals of the site?
Describe the User: Personal
• What is the age of your person?
• What is the gender of your person?
• What is the highest level of education this
person has received?
Describe the User: Professional
• How much work experience does your person
• What is your person’s professional background?
• Why will they come to the site? (User needs,
interests, and goals)
• Where (or from whom) else is this person getting
information about your issue or similar programs
• When and where will users access the site? (User
environment and context)
Describe the User: Technical
• What technological devices does your person
use on a regular basis?
• What software and/or applications does your
person use on a regular basis?
• Through what technological device does your
user primarily access the web for information?
• How much time does your person spend
browsing the web every day?
Describe the User: Abilities
• Provide assessment of physical, perceptual, and
mental abilities of the persona using a scale
Describe the User Motivation
• What is your persona motivated by?
• What are they looking for?
• What is your persona looking to do?
• What are his needs?
Now it is your turn:
Create your own persona
Stories and Storyboards
(A task for the last two hours)
Stories in Software Design
• They help us gather and share information about users,
tasks, and goals;
• They put a human face on analytic data;
• They can spark new design concepts and encourage
collaboration and innovation;
• They are a way to share ideas and create a sense of
shared history and purpose;
• They help us understand the world by giving us insight
into people who are not just like us;
• They can even persuade others of the value of our
Prototyping 21Source: https://uxmag.com
What Storyboards Add to the Picture
• Using storyboards allows the designer to
quickly and easily add real-world contexts that
involve place, people, and other potentially
informative ambient artifacts;
• Storyboards allow us to situate UIs in the real-
world contexts in which they’ll be
• Storyboarding helps enforce a discipline of
thinking in terms of experiential flow
Prototyping 22Source: https://uxmag.com