lene nielsen – codesign with personas
TRANSCRIPT
Co-‐Design With Personas
Lene Nielsen Website: Lenenielsen.com
Blog: Personas.dk Mail: [email protected]
What is a persona?
• A fic??ous user created from data
He must design to her
Why personas?
Because we design for people who are different from us
Solitaire Click and type here …
What kind of music do they listen to? What kind of dog do they own?
We construct the user
• Research shows that we talk about the users even if we have not met any
• The user we talk about is oKen a stereotype
The use of personas
A persona is used for the design team to imagine how a new system/internet site/app is used -‐ and in what context it is used.
The scenario
A persona is nothing in itself • The scenario describes ideas for use • The scenario inves?gates how contexts influence use
• It is in the scenario that users can par?cipate
What is co-‐design
• Co-‐design means involving users in the design process together with designers.
Why co-‐design
• It offers the users perspec?ves in the beginning of the design process.
• It enables users to have ideas within their domain.
• It gives designers insight into the domain.
Two posi?ons concerning user-‐oriented design
• Think like the users • Involve the users
• The persona method does not tradi?onally involve the users
Why use personas in co-‐design
In co-‐design sessions personas are used to involve the users early in the design process. • either to get design ideas • or to evaluate design ideas.
• Users know the domain, they know the problems and can quickly feed ideas to the designers.
• Personas takes the pressure off the single user and puts users and designers on equal terms
Goal: new products for company cafeterias
Arla is a major dairy company in Europe. Company cafeterias are serving 1/3 of the food intake in many peoples lives.
Workshop with company cafeteria managers
The workshop had the following course of events: Introduc?on to data. • Presenta?on of personas. • Presenta?on of situa?on. • Par?cipatory innova?on from personas and scenarios.
• Presenta?on and ranking of best ideas.
2 personas
• A cafeteria manager who caters for an company within finance
• A cafeteria manager in a large produc?on company
Situa?ons and scenarios
• The situa?on begins the scenario? • The situa?on prompts the users to come up with stories of use and with design ideas.
Innova?on
• Many product ideas • It was easy for the cafeteria managers to relate to the persona descrip?ons
• They were on equal foot with the designers
Co-‐design using personas
• Let the users act as personas in a scenario • Require enactment not wri?ng • OKen a need to use props
Example of co-‐design with personas
Problem: Communica?on between soccer trainers and parents is paper based. The children forget to hand the papers to the parents. Communica?on between parents about driving to matches is based on a paper list, oKen placed on the fridge. If parents have to communicate they have to be at home. Goal: Create a communica?on tool that can be used by parents and football trainers. Personas 2 personas, both parents to boys who a[end soccer training • Michael, tech savvy. • Me[e not interested in technology
Ways of involving users as personas
Idea genera?on with personas: • The user act as a persona similar to her-‐self • The user acts as different personas
Inves?ga?ng problems in current solu?ons: • The user acts as different personas and inves?gates problems in current solu?ons (not the same as usability tes?ng)
Learning points
Why involve users? • They have deep knowledge of the domain • They know both their own and others users preferences and problems
When to involve the users? • Early in the design phase
