#UCD

7 October 2024
HS2024:03018 User-Centered Design
Florian Egger, PhD
[Link]@[Link]
Specifying Target Users
& Their Contexts of Use
> Personas, User Journeys & UX Vision
 #UCD

Recap

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Previous weeks: Voice of Business and Voice of Market #UCD
then Voice of Customer

DISCOVER DEFINE
Why What

VOICE OF
MARKET

VOICE OF EXPERIENCE
BUSINESS STRATEGY

VOICE OF
CUSTOMER

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Today #UCD
Theory
Visualize user research results: Personas & user
journeys
Consolidate the 3 voices and define the product's UX
vision:
From insights to problem, from problem to product
vision - and all the way to ideation!

Practice
Instructions for personas, journey map & UX vision

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 #UCD

Communicate
Insights

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Exploratory Research → Design #UCD
How do you bridge the gap between research and design?

Communicate insights to stakeholders, especially the design

team
Concise and effective!

Guiding design work

Useful and relevant information!

Use visual aids

Personas
User journey maps
Scenarios
Sketches
Etc.

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 #UCD

Year of birth

Gender

Nationality

CSP

Jobs

Main city

Traveler profile

Marital status

Children

Interests
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 #UCD

Year of birth 1948 Year of birth 1948

Gender Men Gender Men

Nationality British Nationality British

CSP ++ CSP ++

Jobs Independent Jobs Independent

Main city London Main city London

Traveler profile Very frequent Traveler profile Very frequent

Marital status Remarried Marital status Remarried

Children Yes Children Yes

Interests Vacations in the Alps, animals, Interests Vacations in the Alps, animals,
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fine wines, beautiful cars fine wines, beautiful cars
 #UCD

Year of birth 1948 Year of birth 1948

Gender Men Gender Men

Nationality British Nationality British

CSP ++ CSP ++

Jobs Independent Jobs Independent

Main city London Main city London

Traveler profile Very freuquent Traveler profile Very frequent

Marital status Remarried Marital status Remarried

Children Yes Children Yes

Interests Vacations in the Alps, animals, Interests Vacations in the Alps, animals,
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fine wines, beautiful cars fine wines, beautiful cars
 #UCD

User
Personas

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Personas > Target User Archetypes #UCD
Definition:
"Personas are fictional characters,
created from user research data with a
view to representing the different types
of users who might use a
service/product."
[Link]

Please note:
Marketing also uses this notion of
"personas" but in a different sense: a
socio-demographic segmentation of
their target customers/buyers

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Personas > Seminal Book #UCD

The Inmates Are Running the Asylum, by Alan

Cooper, published in 1998:

Alan Cooper introduced the use of Personas

as a practical interaction design tool.

Alan Cooper: [Link]

[Link]

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Personas > Benefits #UCD
A common reference system and a
communication tool
Easy to understand and concise
Design tool for creating user paths
(scenarios)

Allows to:
Define the scope of the service
Identify gaps and opportunities
Prioritize design elements
Resolving disagreements

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Personas > Different Contexts & Uses #UCD
Task-based Personas & Jobs To Be Done (JTBD)
Role-based Personas
Marketing Personas
Inclusive Personas
Placeonas
Anti-Personas
AI Personas

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Persona > Example #UCD

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Personas vs Proto-Personas #UCD

Hypothetical Personas or Proto-Personas Personas derived from user research

● Based on assumptions, not research ● Focus on the main differences between

Personas
● Used to describe and understand who is ● When too similar, merge the Personas to
currently using and who would be using your reduce the total set.
product or service.
● Allows the team to share existing data and ● Translate data into stories: The simplest
hypotheses stories are the easiest to remember

● Identifies missing information to be elicited ● Help build scenarios and storyboards to

through user research design products or services
● Provides a framework to organize ● Help create aligning the teams and the
information about user segments organization on a common mental model of
users-customers

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Personas #UCD

[Link] 17
Persona > Creation #UCD
Define the characteristics and use of each:
Brevity, fit on a page
Realistic in terms of use without being a real
person
Representation of typical cases rather than
overly specific ones: focus on major differences,
not details
Listing of the most representative usage
scenarios
Prioritize primary personas (3-4)

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Personas > Example #UCD

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Personas > Example #UCD

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Personas > When and how to use them? #UCD
Present the personas to the extended project team
Make them visible (walls, in documents, skewers…).
Use them in brainstorming sessions as a tool to make
decisions
Always refer to them
Recruit your participants based on the personas
Proceed to usability tests based on typical scenarios
for each scenario
Update them throughout the project

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Tools & Templates (1/2) #UCD

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[Link]
Tools & Templates (2/2) #UCD

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 #UCD

User Journeys

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User Journeys #UCD

The user journey is a tool that

visualises the service experience of
users.

It represents the different stages of

the service and helps analyze the
experience.

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User Journey Map > Structure #UCD

[Link] 26
User Journey Map > Example #UCD

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[Link]
User Journey Map > Examples #UCD

[Link] 28
User Journeys > Positive & Negative Experiences by Step #UCD

Positive experiences
or negative experiences,
pain points or breakdowns

Timeline
(typically: before, during, after)

Customer journey (stages, actions, contact

points, channels preferred by the
customer...)

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 STEPS
#UCD
Give product
Try myself Contact support Look up and give serial number Choose support type Contact technician
information

User Tried to solve his Find the bracket Indicates the name Selects search Search for serial Indicates serial Is informed about Is put in touch with
problem by number and call of the product with mode number in iTunes number the products offered a technician
consulting online which he has a or on iPod by Apple Support:
support problem, whether "Apple Protection
he uses the Plan" or a single
product with a Mac support incident
or a PC, and
whether he has
already called
www
about the problem.
Apple
Apple Support
Touch Points Interactive
Voice Response
Technician

Satisfaction
If the serial number is not included, the
The system doesn't understand what I'm
system replies "Did you say you found the
saying when, for example, I say tablet serial number: yes or no?
instead of iPad.
If I pronounce the serial number in groups
of 2 characters, like telephone numbers in
France, the system doesn't understand
me.
I don't understand why
"I don't know why I have to look up these products are offered
the serial number of my device and I to me.
don't understand certain terms like
Advisor. I have trouble
I couldn't find the solution to my understanding the product
problem on online support I don't have enough time to names because they are in
answer. English.
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 #UCD
If the serial number is not included, the
The system doesn't understand what I'm system replies "Did you say you found the
saying when, for example, I say tablet serial number: yes or no?
instead of iPad.
If I pronounce the serial number in groups
of 2 characters, like telephone numbers in
France, the system doesn't understand
me.
I don't understand why
"I don't know why I have to look up these products are offered
the serial number of my device and I to me.
don't understand certain terms like
Advisor. I have trouble
I couldn't find the solution to my understanding the product
I don't have enough time to names because they are in
problem on online support
answer. English.

How can I buy them?

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User Journey Map > Example #UCD

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User Journey Maps > How to build one! (1/2) #UCD
1. Define the scope of action
What part of the user experience will you work on? The whole experience? Just one part?

2. Identify the persona whose journey is being mapped

3. Describe the stages in the persona's experience

Based on the user research, describe what motivates the user, what he does, what he thinks,
what he feels.
Decide which milestones will be described, e.g. major milestones or contact points only.
Think about describing the user's feelings, particularly in terms of dimensions:
• Social: who does it interact with?
• Sensory: what does he perceive? How does this impact his experience?
• Emotional: what state of mind is he in?

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User Journey Maps > How to build one! (2/2) #UCD
4. Build your experience map
An horizontal axis representing time, materializing the different interaction stages

A vertical axis featuring several elements:

• stage title ;
• description of user actions ;
• user thoughts ;
• Line of emotional experiences: to do this, you'll quantify each stage according to whether it is
emotionally positive or negative;
• the resulting design opportunities.

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Sample template (NN/group) #UCD

1. Image of the persona

2. Description of the identified
scenario, as well as the user's
objectives and expectations
3. The different stages of the
experience map
4. Description of actions
5. Thoughts and verbatims
6. Curve of emotions during
experiments
7. Optimization opportunities
8. Internal responsibilities

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 #UCD

Consolidate
the
3 Voices

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Convergence towards a vision of the solution #UCD

DISCOVER DEFINE
Why What

VOICE OF
MARKET

VOICE OF EXPERIENCE
BUSINESS STRATEGY

VOICE OF
CUSTOMER

37
Consolidate the 3 voices: VOC, VOB and VOM #UCD

VOICE OF CUSTOMER
the customer, the consumer, the citizen...

Consideration of usage context, needs, Voice of

expectations, usage technologies (desktop, tablet,
mobile, TV... )
Business
(VOB)
VOICE OF BUSINESS
business, profession, stakeholders...

Take into account the needs, constraints and

challenges of the teams involved in the project
(Marketing, Communication, IT, HR, etc.). Voice of
Voice of Market
Customer
VOICE OF MARKET (VOM)
competition, standards...
(VOC)
Taking account of trends and standards...

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From consolidated problem to solution vision #UCD

Issues/opportunities Vision
Ideation
consolidated of the solution

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 #UCD

Ideation

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Ideation #UCD
Generate a wide range of potential solutions,
initially, without prejudging their relevance

Enabling creativity and innovation

Supporting collaborative solutions

Quantity > Quality, then vote to converge on the chosen

tracks (convergence)

Brainwriting preferred to Brainstorming

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Example: Design Sprint #UCD
Propose a solution, prototype and test it in 5 days

[Link] 42
Crazy 8's #UCD
Ideation through drawing
8 ideas in 8 minutes!
Explore beyond the first idea that comes to
mind

Drawing possible:
8 iterations of the same screen
1 complete user path comprising 8 screens or
stages
8 alternatives for a specific interface element

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Solution sketch #UCD
Illustrate a succession of screens or steps to describe a
key process that addresses the issue at hand
Can be a mix of previous ideas and/or new ideas

Format
A4 sheet with 3 Post-its, each representing a screen or
a step in a path or process at the heart of the solution
Text descriptions for explanations and details
Title for easy reference

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Value Proposition Canvas #UCD

01 IDENTIFY CUSTOMER
01 SEGMENT(S)
One canvas for each segment
CUSTOMER PROFILE
02 Gains (Benefits)
Pains (Negative experience)
Customer Jobs (Tasks)
02
VALUE MAP
03 Gain Creators
03 Pain Relievers
Products & Services

Strategyzer Ad-Lib template

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3.3 VALUE PROPOSITION #UCD
Uber Sample - Uber
Value Proposition Canvas Passenger

Navigate Manage all

my trip Rating details on a Track my Fast & cost-
system single place Arrive on cab free
time cancellation

Passenger
mobile app Professional Contact a
Zero time good taxi
service
on payment service
Uber Control Compare
website Automatic costs in price
CC payment advance options Check taxi
location
(before)

Uber Black Control my

Wait for a location
Arrival time long time No booking (during)
prediction in advance
Book in the Pay for
UberX the trip
future, not Issues on
now 24/7/365 Low cab payment
availability availability (cash or CC)

Unsafe or
Instant
Cost Driver info unpleasant
booking Overcharged
system (rating, Compete drivers
with other by taxi
rides, etc)
Future customers
booking

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 #UCD

UX Vision

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From consolidated problem to vision of the solution #UCD

Issues/opportunities Vision
Ideation
consolidated of the solution

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UX Vision > Ad-Libs (1/2) #UCD
Ad-libs are a great way to quickly shape
alternative directions for your value proposition
Pinpoint how exactly you are going to creating
value
Prototype three to five different directions by
filling out the blanks in the ad-lib template
Objective: Quickly shape potential value
proposition directions
Outcome: Alternative prototypes in the form
of “pitchable” sentences

Photo Credit: Strategyzer Ad-Lib template

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UX Vision > Ad-Libs (2/2) #UCD
Ad-Libs For Uber

App + UberX service App + UberBlack service

passengers business passengers

book a taxi hire a professional car service

minimizing waiting time avoiding time on payments

enjoying affordable prices arriving on time

public transport typical taxi services

Strategyzer Ad-Lib template

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UX Vision > Pitch & Design Principles #UCD
B2B example: Vision Statement & Design Principles

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 #UCD

Illustrating the Vision

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Map of future user journeys #UCD
Specify the user paths imagined for the future solution, specifying stages, user actions and
contact points (without the smileys!).

[Link] 53
Storyboarding > Stick Figures #UCD
Sample storyboarding for a new feature:
Adding pick up/drop off multiple friends at
various locations

“Many users get around the lack of this pick-up

feature by setting the destination to their friend’s
house, and then changing the destination once the
friend is picked up.
This requires explaining the situation to the driver
and continuously updating the destination.
There is also no way to split the fare based on
individual distance travelled, so the riders must split
the fare equally.”

Monica Moore
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Storyboarding > Comic Strip Style #UCD

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Storyboarding > With design intentions #UCD

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Story Telling > Video! #UCD
[Link]
/watch?v=-jiBLQyUi38

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Sketching #UCD
Explore ideas by sketching them out by hand, to avoid locking yourself into a prototyping
tool too early on.

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Sample exam questions #UCD
What use are personas in a UX process?

How do UX personas differ from marketing personas?

What are the personas based on?

What are the main elements of a user journey map?

What's the point of formalizing the results of exploratory

research in the form of user journey maps?

How do you go from problem to solution?

What do we mean by "ideation"?

What's the point of a vision in a project?

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Next week > Structure and name content: Information architecture #UCD

DESIGN DELIVER
How to When

SPECIFICATIONS

PROTOTYPE
Information arch. BUILD & MEASURE
Content strategy
(ITERATIONS)

UX EVALUATION
(TEST)

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 #UCD

7 October 2024

Florian Egger, PhD

Thank you for your attention! [Link]@[Link]