Personas and Scenarios

Personas and Scenarios are essential to design.

• What is a Persona?

• Personas are archetypal types of product users—marketers call them ‘segments.’

• How is a Persona Represented?

• A persona is typically represented as a detailed narrative or description that addresses:
• A user’s context
• His or her goals
• ‘Pain points’
• Major questions that they need answered

• What is a Scenario?

• Scenarios are ‘typical’ series of tasks that Users perform.
  • They provide additional insight to designers and engineers.
• Scenarios go hand in hand with Personas.
  • Good scenarios absolutely depend on good Personas.
• Think of Personas as the ‘Actors' in Scenarios.

• How is a Scenario Represented?

Click on the thumbnails for examples of different types of Scenario Diagrams.

• A Scenario is represented as a rich story intended to illustrate an intended use of a product.
  • Scenarios are represented in words and graphics.
  • Graphical representations make scenarios come alive.
  • The most common forms of graphical scenario illustrations are workflow diagrams and storyboards.
• The point of a storyboard or a workflow diagram is to tell the story as simply as possible.
  • The storyboard or diagram adds a human, albeit cartoon-like, element to the scenario.

• Benefits of Scenarios & Personas

• Shared and consistent understanding of the variety of audiences for a product
• Solutions can be guided by personas and envisioned being used by them
• Prioritization of features for use by multiple persona groups
• Provide a “human face” to Users of the solutions provided by designers and engineers, who often do not meet real users.

• Where Do the Data for Personas and Scenarios Come From?

• The ‘data' necessary for creating Personas and Scenarios come from observing users or potential users on their own turf in order to understand better…
  • How they do things currently
  • The tricks and ‘workarounds' that people use to get products to do what they expect them to do
  • How a new product could fit into their daily lives.

• Persona Examples:

• Small Business Owners who use online systems for their finances
• Note: All Personas shown here are ‘composite’ fictional characters.
• Click on images on the right for full-size views.

• Abby

• Operates a small retirement home
• Not owner, but responsible for day-to-day operations
• 42 years old; 15 years experience in industry, 2 at the current facility
• Self-educated, no health-care or management / accounting degree

• Abby (additional background)

• Abby’s schedule is dictated by general routine of busy facility
• Frequent, predictable, interruptions
• Small, functional office
  • Functional desk, with computer and printers off to the side
• “Buzz” and chatter coming from central area outside her office

• Abby's Use of a Computer and Banking

• When she has the time, Abby’s main use of her office computer are for:
  • Accounting
  • Quickbooks and Excel
  • Facilities Management
  • OrderCare and Excel
• Wants to use on-line banking for:
  • Direct Deposit Payroll
  • Paying Bills

• Betty

• Betty currently owns a home-based embroidery business
• 58 years old, and has owned, operated, and sold several businesses
• Current business is new, but has already acquired a competition
• Goal is to grow and sell business within 3 years

• Betty (additional background)

• Has office, but spends up to 12 hours a day in her basement workshop
• Workshop is sophisticated: uses computer-based sewing machines
• Inventory and workshop well organized.
• No current employees
• Relies on credit card purchases to replenish inventory.  Paying and reconciling credit card purchases is her biggest accounting task

• Betty's Computer Use and Banking

• Betty typically uses computer twice a day
  • At both beginning and end of day
  • Checks e-mail for orders
• Performs computer based accounting tasks once or twice a month
  • Inputting credit card transactions into Quickbooks
  • Paying bills
  • Preparing reports for CPA
• * Betty relies on others for computer help
  • Family member maintains web site
  • Prefers to talk to customer support either by phone or at branch
• Use of online help and training is minimal
• Will try to work on a problem, but gives up easily if too many stumbling blocks

• Charles

• Owner / operator of office supply and delivery company
• 32 year old MBA
• Company is in start-up mode, 5 employees
• Goal is to make company franchisable entity within 3 years

• Charles (additional background)

• Main office is back bedroom of house
• Environment is quiet, but constantly on phone with employees, vendors, and customers
• Inventory is kept in basement
  • Staff must visit home
  • Sees this as detriment, moving to central office soon

• Charles' Computer Use and Banking

• Charles uses credit cards to finance and operate business
• Physically deposits money and writes physical checks
• Computer use is limited email and standard “Office” tools (Word, Excel)
• Has used online banking for personal use, would like to use it for business
• Has deep loyalty with current branch and banker
  • Will call them first with any need
• With respect to computer problems, Charles does not use manuals (too general purpose).
  • Plans to rely on the branch and banker to help him with software problems