You are not designing for your client. You are designing for your client’s audience and users. You will not always have direct access to your client’s audience. Even if you do have direct access, you will not have 24/7 access while the project is in the visual design phase. To work around this problem, research is done by user experience designers to fully understand audiences and users. Often, user experience designers will create personas that represent a typical audience or user.
This persona will be the baseline for whom you are designing your website for. As you are going through the visual design process, you will need to make design decisions that will move your audience or users from one of the Six Stages of Action to another. Your persona will be a constant reference point that your design choices visually sync with the client’s audience and users.
You will turn your persona in by the beginning of class on Tuesday 09.25.18. However, you will have the entire class period today to work on it. Your personas need to be saved as PDFs. Please note you will be sharing your persona’s with the entire class. This will allow everyone to use multiple personas to inform their design decisions. So please take this exercise seriously. Not all personas will be applicable to your website, so you only will reference personas that parallel your audience and users.
- 1024 × 768 pixels
- Ethnicity, Race, Nationality, etc.
- Disability (If any!)
- Job Title
- Abbreviated Narrative
- 1024 × 768 pixels
Questions to answer or consider as you work on your slides
- Name: Use a realistic name. Don’t use names of friends, family or colleagues.
- Quote: Capture the essence to one or two points that could come out of the persona’s own mouth - so to speak.
- Who is it? Sketch the personal profile, age, location, job title, what kind of person is it? Think about one or more personas from segmentation.
- What Goals? What is the supreme motivator? What are (latent) needs and desires?
- What Attitude? What is the point of view? What is the expectation, perception of the service, company or brand. What motivates the persona to go to the website, into the shop, or use the service.
- Which Behavior? What does your persona do? Tell stories about their behavior while using a service, product or site. Channel usage for various needs (internet, visiting comparable sites, mobile, social media). What works well, what are the frustrations, what is stopping them from choosing a function, service or product?
- Describe a typical day. What do they do when they first get up? What do they do next?
- How do they complete a certain task?
- How long does this task typically take?
- Where would they start?
- What would they do next?
- What activities take up most of their time?
- What activities are most important to their success?
- What are the most difficult, challenging, annoying or frustrating aspects of your persona’s daily life?
- After a typical day, what about your persona’s day (if anything) is still on their mind? (In other words, what issues keep them up at night?)
You should read the following two articles on creating personas.
This assignment will be worth 12 points. You can upload your files here.
- If you received between 8–12 points you successfully created and presented a thoughtful persona that gave insight into the problems the persona faces from day to day.
- If you received between 3–7 points you successfully created and presented a persona that gave some insight into the problems the persona faces from day to day.
- If you received between 0–2 points you did not successfully create or present a thoughtful persona that gave insight into the problems the persona faces from day to day.