User Centered Design: Activity Description - Personas
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User Centered Design Activity Description - Personas Project Phase - Analyze
Prepared by Nasarullah Khan
User Centered Design
* agenda
Persona
What
How
why
What are Benefits of Personas?
Personas for GDC
User Centered Design
* what, how & why What is a Persona? … A persona is a fictional person who represents a major user group for your site. … A persona, in the word's everyday usage, is a social role or a character played by an actor. - Wiki
How do we get information? Information is collected by analyzing about system and its users from user research, including: •
Contextual Interviews
•
Individual Interviews
•
System Observation
User Centered Design
* what, how & why Why is a Persona created? •
Understand your customers profoundly and in detail as if you were reading a story about them.
•
Identify which group of customers you truly need to value.
Communication Design
Service Design
•
Discover customer needs which your customers themselves have not recognized.
•
Personas can be used to improve the quality of products and services from your customers' viewpoint across a wide spectrum of design:
Implication of Persona
Product Design
Space/Environment Design
User Centered Design
* benefits What are benefits of Personas? Personas bring many benefits which are not only helpful during design but also during development for referring the feasibility of new features: •
Users' goals and needs become a common point of focus for the team
•
By always asking, "Would Jim use this?" the team can avoid the trap of building what users ask for rather than what they will actually use
•
Disagreements over design decisions can be sorted out by referring back to the personas.
•
Designs can be constantly evaluated against the personas, getting better designs into usability testing
•
According to Forrester, many companies including Ford Motor Company, Microsoft, and Staples develop and use personas and they report many benefits from doing so
User Centered Design
* persona’s We have identified three user segments with reference to usage pattern of this sample project which includes customers & FOC team. We assume that Pilot is one of the key user for this application representing customer end & Flight Operations team is next user segment which we have divided as Duty Managers & Data Analyst and starting with there Key needs following other attributes compose there personas. Geographic profile Will be useful if the product is used in specific regions. Demographic profile These are normally only relevant for consumer-oriented products and irrelevant for internal corporate productivity tools. Psychographics Based on social class, lifestyle or personality characteristics. Webographics Useful for Web-specific projects
Mike Carriker | Chief Pilot
Key Needs Intuitive Application Interface | Reduced Processing Time | Quick Feedback / Help Role Description
“My ultimate responsibility is safe conduct of the flight”
Mike is Chief Pilot with flying experience of "1,200 hours B737-400.” his focused responsibility is moving personals from once destination to another his flying schedules oscillate based on flights calendar decided by his company which gives him detailed travel itinery. His activities starts approximately a week before flying day (depending on travel plan) with checking the aircraft condition and raising request for support services like Flight Planning, Fuel, Hotel Reservations & Permits as most of the Private Charter owners don’t have separate operations unit.
Age: 35 Education: M.A., Aeronautical Engineering Any City University, 1998, Any City, USA Licensed pilot, U.S. Air Force, 1997 Location: 39 Airport Circle Beaufort, SC 29907 USA
Mike tends to be "reality based & goal oriented ," because by the very nature of their work they are constantly testing reality. In moderation, this quality serves them well within their environment and is, in fact, a quality that managements look for in the pilot personality. Pilots have a low tolerance for personal imperfection, and long memories…
Tools & Devices • Mike uses Blackberry for communication as well for requesting for online services • He uses many web portals for services like Weather, Flight Plan & Reservations • On Flight he uses many aviation tools for Navigation & Control • Fax and email are also the medium for him to receive many things such as Flight Plans & Weather updates
Alvin Curt | Duty Manager
Key Needs Instant Data Processing | Simplified Flight Plan and Fax Handling | Error Prevention & Recovery
“Serving customers prior to flight, during flight and after landing and facilitating my team with every thing required for providing great service” Age: 38 Education: B.S. in Professional Aeronautics with a minor in Aviation Safety, Embry-Riddle Aeronautical University Location: Redmond, WA 98052
Role Description Alvin is Duty Manager and leads a team of Data Analysts. His day usually starts with portal Inbox looking for various requests and as the day grows he starts receiving customer calls and most of his time is spent in customer interaction and team monitoring. He comes from a flying background with a commercial rating, single, multi, with instruments in both with flying time of “2.500 Hrs” which makes his knowledge more adequate about this domain and helps in his daily work. Prior to each flight schedule he has to reconfirm for all service requests like Flight plan approval, Permits, Reservations & Transportation etc. depending on the service type provided to customer he also supports the customers during flight time by using satellite services like datalink. Alvin distributes various activities among his team like running preliminary flight plans, reservations, transportation, permits and flight following. Alvin is also well versed with all weather, flight planning and reservations applications used by portal for computation and flight route generation
Tools & Devices • GDC Portal, Flight Explorer and ITF • Black berry for receiving customer requests & communication • Outlook- Email communications
John K | Sr. Data Analyst
Key Needs Reduced Data Entry | Ability to Multitask | Fewer Windows to Manage
“Making services available to customers and our goal is customer safety and customer satisfaction”
Age: 29 Education: Bachelor of science in Professional Piloting, Embry-Riddle University, Arizona
Location: Redmond, U.S.A
Role Description John is a Senior Flight Data Analyst and reports to Alvin (Duty Manager) with four years of experience with Honeywell GDC he is now 29, started flying when he was 17, and have 1444.5 total time, 233 ME, 1146 CFI but haven't flown since mid-2001. Daily John have to interact with various software application like GDC, Flight Explorer, ITF, WINN etc. and keep track for requests assigned to him once received with intent to fly (ITF) his work is started by computing preliminary flight plans and placing requests for other services like Permits & Reservations and he also keeps a constant check on weather and NOTAMS to update customers if any of that's affecting there flight route. For all the reservations & basic computations John is provided with aircrafts profile & ITF to know about customer preference and policy and ITF helps him getting travel iternary after all computations and reservations Fax's are scheduled at desired numbers provided by customer. He is one the primary user of Portal.
Tools & Devices • Web Tool , Flight Explorer and ITF. • Outlook for Email • Telecommunication with customer
Thank You Prepared by Nasarullah Khan ([email protected])
Prepared by Nasarullah Khan
User Centered Design
* agenda
Persona
What
How
why
What are Benefits of Personas?
Personas for GDC
User Centered Design
* what, how & why What is a Persona? … A persona is a fictional person who represents a major user group for your site. … A persona, in the word's everyday usage, is a social role or a character played by an actor. - Wiki
How do we get information? Information is collected by analyzing about system and its users from user research, including: •
Contextual Interviews
•
Individual Interviews
•
System Observation
User Centered Design
* what, how & why Why is a Persona created? •
Understand your customers profoundly and in detail as if you were reading a story about them.
•
Identify which group of customers you truly need to value.
Communication Design
Service Design
•
Discover customer needs which your customers themselves have not recognized.
•
Personas can be used to improve the quality of products and services from your customers' viewpoint across a wide spectrum of design:
Implication of Persona
Product Design
Space/Environment Design
User Centered Design
* benefits What are benefits of Personas? Personas bring many benefits which are not only helpful during design but also during development for referring the feasibility of new features: •
Users' goals and needs become a common point of focus for the team
•
By always asking, "Would Jim use this?" the team can avoid the trap of building what users ask for rather than what they will actually use
•
Disagreements over design decisions can be sorted out by referring back to the personas.
•
Designs can be constantly evaluated against the personas, getting better designs into usability testing
•
According to Forrester, many companies including Ford Motor Company, Microsoft, and Staples develop and use personas and they report many benefits from doing so
User Centered Design
* persona’s We have identified three user segments with reference to usage pattern of this sample project which includes customers & FOC team. We assume that Pilot is one of the key user for this application representing customer end & Flight Operations team is next user segment which we have divided as Duty Managers & Data Analyst and starting with there Key needs following other attributes compose there personas. Geographic profile Will be useful if the product is used in specific regions. Demographic profile These are normally only relevant for consumer-oriented products and irrelevant for internal corporate productivity tools. Psychographics Based on social class, lifestyle or personality characteristics. Webographics Useful for Web-specific projects
Mike Carriker | Chief Pilot
Key Needs Intuitive Application Interface | Reduced Processing Time | Quick Feedback / Help Role Description
“My ultimate responsibility is safe conduct of the flight”
Mike is Chief Pilot with flying experience of "1,200 hours B737-400.” his focused responsibility is moving personals from once destination to another his flying schedules oscillate based on flights calendar decided by his company which gives him detailed travel itinery. His activities starts approximately a week before flying day (depending on travel plan) with checking the aircraft condition and raising request for support services like Flight Planning, Fuel, Hotel Reservations & Permits as most of the Private Charter owners don’t have separate operations unit.
Age: 35 Education: M.A., Aeronautical Engineering Any City University, 1998, Any City, USA Licensed pilot, U.S. Air Force, 1997 Location: 39 Airport Circle Beaufort, SC 29907 USA
Mike tends to be "reality based & goal oriented ," because by the very nature of their work they are constantly testing reality. In moderation, this quality serves them well within their environment and is, in fact, a quality that managements look for in the pilot personality. Pilots have a low tolerance for personal imperfection, and long memories…
Tools & Devices • Mike uses Blackberry for communication as well for requesting for online services • He uses many web portals for services like Weather, Flight Plan & Reservations • On Flight he uses many aviation tools for Navigation & Control • Fax and email are also the medium for him to receive many things such as Flight Plans & Weather updates
Alvin Curt | Duty Manager
Key Needs Instant Data Processing | Simplified Flight Plan and Fax Handling | Error Prevention & Recovery
“Serving customers prior to flight, during flight and after landing and facilitating my team with every thing required for providing great service” Age: 38 Education: B.S. in Professional Aeronautics with a minor in Aviation Safety, Embry-Riddle Aeronautical University Location: Redmond, WA 98052
Role Description Alvin is Duty Manager and leads a team of Data Analysts. His day usually starts with portal Inbox looking for various requests and as the day grows he starts receiving customer calls and most of his time is spent in customer interaction and team monitoring. He comes from a flying background with a commercial rating, single, multi, with instruments in both with flying time of “2.500 Hrs” which makes his knowledge more adequate about this domain and helps in his daily work. Prior to each flight schedule he has to reconfirm for all service requests like Flight plan approval, Permits, Reservations & Transportation etc. depending on the service type provided to customer he also supports the customers during flight time by using satellite services like datalink. Alvin distributes various activities among his team like running preliminary flight plans, reservations, transportation, permits and flight following. Alvin is also well versed with all weather, flight planning and reservations applications used by portal for computation and flight route generation
Tools & Devices • GDC Portal, Flight Explorer and ITF • Black berry for receiving customer requests & communication • Outlook- Email communications
John K | Sr. Data Analyst
Key Needs Reduced Data Entry | Ability to Multitask | Fewer Windows to Manage
“Making services available to customers and our goal is customer safety and customer satisfaction”
Age: 29 Education: Bachelor of science in Professional Piloting, Embry-Riddle University, Arizona
Location: Redmond, U.S.A
Role Description John is a Senior Flight Data Analyst and reports to Alvin (Duty Manager) with four years of experience with Honeywell GDC he is now 29, started flying when he was 17, and have 1444.5 total time, 233 ME, 1146 CFI but haven't flown since mid-2001. Daily John have to interact with various software application like GDC, Flight Explorer, ITF, WINN etc. and keep track for requests assigned to him once received with intent to fly (ITF) his work is started by computing preliminary flight plans and placing requests for other services like Permits & Reservations and he also keeps a constant check on weather and NOTAMS to update customers if any of that's affecting there flight route. For all the reservations & basic computations John is provided with aircrafts profile & ITF to know about customer preference and policy and ITF helps him getting travel iternary after all computations and reservations Fax's are scheduled at desired numbers provided by customer. He is one the primary user of Portal.
Tools & Devices • Web Tool , Flight Explorer and ITF. • Outlook for Email • Telecommunication with customer
Thank You Prepared by Nasarullah Khan ([email protected])
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