PROJECT


UNVALIDATED

PERSONA

THE

 

The persona is design artifact that represents a large market of people regardless of age & gender (in most cases) that have the same problems, goals motivations and behaviors.
It is first constructed from our unvalidated assumptions before research. After research the persona artifact is revisited and updated with our validated learnings. The goal is to capture the VALIDATED real world context, problems, behaviors/activities, needs/goals and motivations in one design artifact called

the persona.

 

// THE PROCESS TO VALIDATE THE PERSONA

PROJECT


WHY ARE PERSONAS IMPORTANT?

 

 

– AUTOMATICALLY INTRODUCES USER CENTERED DESIGN

— KEEPS CONVERSATIONS USER FOCUSED AND NOT SOLUTION OPINION FOCUSED

– REMINDS US DAILY THAT WE ARE NOT THE USERS OF PRODUCT, SO WE MAKE ASSUMPTIONS ABOUT USERS 1ST

– HELPS US IDENTIFY THEM WHEN OUT IN THE WILD

– MAKES IT EASY TO INTRODUCE THE USER DURING MEETINGS, DEMOS AND STAKEHOLDER POP-INS

– ACTS AS A "MEDIUM" TO RESOLVE QUESTIONS, OPINIONS THAT IN CONFLICT, AND KEEPS US USER FOCUSED

 

1st  Create a unvalidated persona (make assumptions)

4th Do research

5th Do synthesis and clustering of themes

8th Revisit and update the persona with the validations

6th Validate or invalidate the problems or assumptions?

7th Validate or invalidate the goals, needs and behavior?

2nd Create a Learning goals

3rd Create questions to achieve learning goals

PROJECT


INTERVIEW

SCRIPT

 

THE

 

THE GOAL IS TO HAVE A DISCUSSION.
NOT ANSWER ALL YOUR QUESTIONS!

 

SEE TWO EXAMPLES

 

PROJECT


POP-CORN

SCRIPT

 

FITS ALL ON 1 PAGE

EASY TO BOUNCE AROUND`

MAKES INTERVIEW SOUND NATURAL AND NOT SCRIPTED

QUICK AND EASY TO MAKE

 

THOROUGH AND WELL CRAFTED

HAS INTRO AND GUIDELINES`

EASY FOR OTHER TEAM MATES TO USE

KEEPS INTERVIEW FOCUSED AND GUIDED

 

EASY TO GO OFF-COURSE

HARD FOR ANOTHER TEAM MATE TO PICK UP  & USE

 

 

 

TAKES TIME TO CREATE

CAN MAKE INTERVIEW FEEL SCRIPTED AND NOT NATURAL

CAN BE HARD TO FOLLOW IF INTERVIEWEE "JUMPS AROUND"

 

 

 

Research Goals:

Intro

Behavior

Topic 1

- POP-CORN DIAGRAM –

PROS

PROS

CONS

CONS

- THE SCRIPT –

vs

BUILD THE

SCRIPT

 

BREAK INTO YOUR TEAMS

ANIMAL

ADOPTION

1- persona

per script

People looking to adopt an animal

People looking to
live a healthier life

SF PARKING

& TRANSIT

1- persona

per script

Drivers who have
received a
parking ticket(s)

HEALTHY FOOD

AND DRINK

1- persona

per script

MOVING TO SF

& TOURISM

1- persona

per script

People that have just moved to SF for the 1st time

QUICKLY REVIEW YOUR ENGAGEMENT BOARDS. INTRODUCE
THE PERSONAS & GET INTO THE

MIND OF A DESIGN SCIENTIST.

PROJECT


QUESTIONS

 

 

THE

WHAT QUESTIONS WILL HELP US DEFINE

& ACHIEVE OUR LEARNING GOALS

 

 

 

examples

//  DOG AND CAT ADOPTION

 

Q. WHEN AND WHAT MADE YOU DECIDE TO WANT A PET?

Q. WHEN AND WHAT TRIGGER YOU TO WANT TO ADOPT A PET VS BUYING A PET?

 

 

 

 

Q. HAVE YOU EVER RECEIVED THE SAME TICKET OR VIOLATION MORE THAN ONCE ?

Q. HAVE YOUR FRIENDS EVER RECEIVED THE SAME TICKET OR VIOLATION?

 

 

 

 

//  PARKING AND TRANSIT

 

 

 

Q. WHEN DO YOU DRINK WATER OR GET THIRSTY DURING A NORMAL DAY?

Q. WHEN AND WHY DID YOU DECIDE TO START BEING MORE HEALTHY?

 

 

 

 

//  WATER HABITS & HEALTHY LIFE STYLE

 

 

Q. WHAT ADVICE WOULD YOU GIVE SOMEONE COMING TO SAN FRANCISCO FOR THE 1ST TIME?

Q. WHAT PROBLEMS OR UNKNOWNS TO YOU FACE DURING YOUR 1ST DAY IN SAN FRANCISCO?

 

 

 

 

//  SF TOURISM AND 1ST TIME MOVER

 

 

 

PROJECT

1. INDIVIDUALLY BRAINSTORM ?'S - 1 PER STICKY NOTE
2. CLUSTER THE THEMES

3. BASED ON THE THEMES, WHAT ARE THE LEARNING GOALS
4. TAKE PHOTOS

 

LEARNING GOAL

PEOPLE'S FOOD BEHAVIOR

THEME

FOOD CHOICES

THEME

FOOD CHOICES

PROJECT


LEARNING

GOALS

 

THE

ARE HI-LEVEL LEARNINGS NEEDS

 

 

 

//  DOG AND CAT ADOPTION - SHELLY SHELTER  - ANIMAL SHELTER EMPLOYEE

 

    LEARNING GOAL - UNDERSTAND THE ADOPTION PROCESS

 

 

//  PARKING AND TRANSIT

 

    LEARNING GOAL - UNDERSTAND PEOPLE'S PARKING TICKET BEHAVIOR

 

 

//  WATER HABITS & HEALTHY LIFE STYLE

 

    UNDERSTAND PEOPLE'S WATER DRINKING HABITS FOR DIFFERENT AGE GROUPS

 

 

//  SF TOURISM AND 1ST TIME MOVER

 

    UNDERSTAND THE MOST COMMON PROBLEMS FOR 1ST TIME MOVERS TO SF

 

 

examples

Q. DESCRIBE THE ANIMAL ADOPTION PROCESS FROM BEGINNING TO END?

Q. WHAT ARE THE MOST IMPORTANT INFORMATION TO KNOW BEFORE ADOPTING A ANIMAL?

 

 

 

 

Q. HAVE YOU EVER RECEIVED A TICKET OR PARKING VIOLATION?

Q. WHEN AND WHY DID THIS HAPPEN?

Q. HAS THIS HAPPENED MORE THE ONCE OR HAVE YOUR FRIENDS RECEIVED THE SAME TICKET/VIOLATION?

 

 

 

 

Q. WHEN AND WHY DID YOU DECIDE TO START BEING MORE HEALTHY?

Q. HAVE YOU BECOME MORE AWARE OF YOUR WATER DRINKING HABITS? IF YES, SEE BELOW:

Q. WHEN DO YOU DRINK WATER OR GET THIRSTY DURING A NORMAL DAY?

 

 

 

 

Q. WHAT PROBLEMS OR UNKNOWNS TO YOU FACE DURING YOUR 1ST DAY IN SAN FRANCISCO?

Q. WHAT PROBLEMS OR UNKNOWNS WOULD YOU WISH THAT YOU KNEW BEFORE DAY-1 IN SF?
Q. WHAT ADVICE WOULD YOU GIVE SOMEONE MOVING TO SAN FRANCISCO FOR THEIR 1ST TIME?

 

 

 

 

PROJECT


INTERVIEW

SCRIPT

 

THE

THE TEMPLATE

PROJECT


INTERVIEW

BEST PRACTICES

 

THE

2

PERSON
DYNAMICS

AUDIO RECORDING

AFTER THE INTERVIEW

LISTEN TO THE AUDIO AND
WRITE DOWN INSIGHTS, QUOTES,
LEARNINGS OR ANYTHING HELPFUL

1 insight per sticky note

written with black sharpie.

MAKE SURE

TO WRITE THE

NAME OF THE

INTERVIEWEE

AFTER MANY INTERVIEWS

1 sticky note
color per interview

TOM

JOE

JANE

DO THIS IN YOUR SPACE

AND STOP HERE.

3

PERSON
DYNAMICS

DISCUSSION

AUDIO RECORDING

THE NOTE TAKER:

 

YOU DON'T TALK

YOU TAKE NOTES
WITH PEN & PAPER
.

AFTER THE INTERVIEW

READ THROUGH THE  NOTES TOGETHER AND

LISTEN TO THE AUDIO IF NEEDED.

WRITE DOWN INSIGHTS, QUOTES,
LEARNINGS OR ANYTHING HELPFUL

Write 1 insight per sticky note

written with black sharpie.

AFTER THE SYNTHESIS

INTERVIEWEE

AFTER MANY INTERVIEWS

1 sticky note
color per interview

TOM

JOE

JANE

DO THIS IN YOUR SPACE

AND STOP HERE.

4+

PERSON
DYNAMICS

TEAM IN ANOTHER ROOM

 

3 IN ONE ROOM

 

PHONE

ON SPEAKER

VIDEO

THROUGH

FLAT SCREEN