User Is Always Right A Practical Guide to Creating and Using Personas for the Web

ISBN-10: 0321434536
ISBN-13: 9780321434531
Edition: 2007
List price: $55.00 Buy it from $14.15
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Description: User-centered design is fast becoming the standard for effective web site development. This practical how-to guide explains how personas can be a powerful tool inthe development of successful web sites. If you've struggled with persona development  More...

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Book details

List price: $55.00
Copyright year: 2007
Publisher: Pearson Education
Publication date: 8/21/2006
Binding: Paperback
Pages: 312
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 0.902
Language: English

User-centered design is fast becoming the standard for effective web site development. This practical how-to guide explains how personas can be a powerful tool inthe development of successful web sites. If you've struggled with persona development in the past or if you're new to the subject and want to take your design to the next level, this book is for you. The User is Always Right: A Practical Guide to Creating and Using Personas takes you through each stage of the persona creation process. Beginning with the keys to conducting effective user research, author Steve Mulder walks you through the process of effectively capturing user feedback through interviews and surveys. You'll also learn to develop persona segmentation strategies, how to define user scenarios, and how to evaluate outcomes. You'll learn about each stage of process, including the tough decisions you'll make along the way on topics like website feature sets, prioritization of information architecture, and website design elements.

Acknowledgments
Introduction, or the Author Converses with Himself
Introducing Personas
Putting the Using Back in User-Centered Design
Business Results Depend on Users
You Are Not Your Users
You Learn About Users Through Direct Contact
Knowledge About Users Must Be Actionable
Your Decisions Should Be Based on User Knowledge
Meet the Personas
Benefits of Personas
Personas Bring Focus
Personas Build Empathy
Personas Encourage Consensus
Personas Create Efficiency
Personas Lead to Better Decisions
Two Quick Success Stories
Beyond the Web
Creating Personas
Approaches to Creating Personas
The User Research Landscape
Qualitative Personas
Pros
Cons
Use this approach if
Qualitative Personas with Quantitative Validation
Pros
Cons
Use this Approach if
Quantitative Personas
Pros
Cons
Use this approach if
Conducting Qualitative User Research
Conducting Interviews
Who to Interview
Interview Logistics
Interview Topics
Output of Interviews
Running Field Studies
Performing Usability Tests
Other Resources
Conducting Quantitative User Research
The Value of Quantitative Research and Analysis
Planning Quantitative Research
Qualitative Personas with Quantitative Validation
Quantitative Personas
Testing Other Hypotheses and Opportunities
Conducting Surveys
Who to Survey
Designing the Survey
Deploying the Survey
Cleaning and Preparing Survey Data
Performing Site Traffic Analysis
Analyzing CRM Data
Generating Persona Segmentation
Testing Segmentation Options
Creating Qualitative Segmentation
Segmenting by Goals
Segmenting by Usage Lifecycle
Segmenting by Behaviors and Attitudes
Conducting Quantitative Validation of Qualitative Segmentation
Applying Quantitative Segmentation
Select the Attributes
Choose the Number of Segments
Turn the Crank for Segmentation Options
Evaluate the Segmentation Options
Profile the Segments
A Few Examples
Making Personas Real
Revealing Key Differentiators
Creating a Name
Finding a Photo
Showing Personal Information
Presenting Domain-Specific Information
Specifying Computer and Internet Usage
Writing a Profile
Using Additional Attributes
Crafting a Quote
Adding Business Objectives
Prioritizing the Personas
Writing Scenarios
Using Personas
Keeping Personas Alive
Creating the Persona Document
Presenting Personas
Living with Personas
Directing Business Strategy
Why Apply Personas to Business Strategy?
Using Personas for Business Strategy
A Framework for Directing Business Strategy
Scoping Features and Functionality
Brainstorming Scope
Prioritizing Scope
Conducting a Competitive Feature Analysis
Creating a Scope Matrix
Guiding Structure, Content, and Design
Establishing Structure: Information Architecture and Interaction Design
Performing Task Analysis
Producing Use Cases
Creating Site Structure and Page Structure
Defining Navigation
Designing Site Search
Creating Content
Shaping Visual Design
Measuring Success
Testing Before Launch
Testing After Launch
Index

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