Learn Before
Concept
Reach Users through Stories
- Define your target users with personas – to envision users’ likely experiences and gain empathic insights. Personas are based on user research but tell a story about your insights. An example persona might be “Rick”, a 47-year-old manager struggling with his work–family-life balance. He even works on his train commutes. Feeling drained, he wants better control of his life.
- Create a plot, with conflict – to make the personas heroes and envision how they can overcome specific problems using your design. Make this a mapped-out journey or storyboard with each persona’s aim/s clearly defined. E.g.: a. Rick discovers your (yet-to-be-designed) time-management app online. He downloads it and completes your questionnaire about work commitments, family, outgoings, etc. b. He starts using your app, letting it collect data from his phone and fitness tracker about time on various tasks/activities, stress levels, alertness, etc. c. After a week, your app charts his tasks and activities, including sleep, heart-rate data, etc. d. Tapping a phone tab, Rick sees time-management suggestions on how to become more productive, well-rested, etc. e. He has the option to continue or suspend monitoring (e.g., if on holiday/vacation).
- Give your design the supporting role – show it improving your persona’s/user’s life and how easy it is to use. For example, consider how many steps Rick needs to use your app and if voice-controlled devices at home might influence its suggestions.
- Work with the setting – When and where users use your design is vital for building empathy. For Rick, it’s the home, train and workplace. But what about (e.g.) busy professionals working from home?
- Tailor the look/feel – Your design’s appearance is vital regardless of its functional benefits, so design the most appropriate (e.g.) layout, colors, typography. For example, Rick prioritizes an at-a-glance, easy-to-use design, but soothing colors would complement larger fonts, etc.
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Updated 2020-12-03
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Design Science