• User personas

last modified October 12, 2007 by cdwinslow

1. random person maybe wants to help but doesn't have much time //Rodney Lu
2. random person with an idea of what needs to be done, looking for ways to do so (MICKEY + ASSEMBLE FOR RIGHTS) //Martin Harvey
3. group organizer (informal and possibly punctual) (AMALIA) //Carolina Mandez
4. non-profit person in charge of the tech (MATT) //Daphnee Petit
5. volunteer manager (DAVE) //Elliott Steward

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1. Browser who maybe wants to help but doesn't have much time
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1. Name: Rodney Lu

2. Demographics
age: 25
job/occupation: Film editor
family status: single
education: bachelor degree in film production
household income:

3. Goals and motivations for using the service
goals and motivations: A little bit bored, a little jaded, needs some stuff to motivate him and feels like there must be something to do.
objectives when getting to OP: Find some inspiration or some thing to do about things that are of concern, after all, to him.
expectations related to the objective: Will be able to browse through a series of project and maybe finds easy ways to get involved (without too much commitment)

4. Technical profile
Fluency: Very fluent, uses computer for advanced editing software etc...
Internet Use: Constant. But no techie webby stuff.
Favorite sites: Imdb...

5. Current tools (doesn't have to be technology) available to get to their goal
Google, emails by friends and friends of friends. Local papers. Street activists trying to get his attention.

6. Behavioral patterns
what are the behavior patterns that define this persona / segment:
Minimal patience. Wants to do something but kind of lazy.
Needs a simple walk through with immediate results of action.
Can receive some updates but not too often, will most probably stop reading the updates if they are not succinct or don't have a clear intention of content (tell me exactly what this is about and as fast as possible so i know if it worth my attention or not).

how do these behaviors support his/her goals and motivations:
"classic quote":

//parallel user is the one referred to by a friend

SCENARIO

1. Gets to open plans
2. Access the home page with some info on recent projects and call for actions
3. Reads some site's missions etc...
also, along navigation, can sign up for a few RSS on topics of interest, or could find a way to bookmark projects relevant to it
"save this project for later" with incentive to tag it.
could click on a get involved project from there.
4. Accesses some page with a series of call for actions (could be like a public task tracker for these types of tasks PUBLIC, with MULTIPLE ASSIGNATION
5. Search through and find the appropriate ones, has some information on how long these would take
6. Hits a get involved button or assigns himself a task, can be logged on or not. Some tasks could require that you are identified, and others, such as signing a petition or sending a quick email from the online interface could be done without being logged on (TBD)
7. Saves the task for later or does it right away. Could save many tasks.
8. After task is done, is taken to a page with results summary (public view and/vs. private view).


The creation of a personal task tracker should be inconspicuous. You save a task for later, instead of starting a task list.... makes it easier.

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2. Individual with an idea of what needs to be done, looking for ways to do so (MICKEY + ASSEMBLE FOR RIGHTS)
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Mickey's community needs software to help fight non-contextual development in their neighborhood.

1. Name: Martin Harvey

2. Demographics
age: 31
job/occupation: Business consultant
family status: Married, 1 kid.
education: Bachelor degree, Marketing
household income:

3. Goals and motivations for using the service
goals and motivations: Fight for a revision of the zoning and construction policies in Brooklyn
objectives when getting to OP: Find people who might have attempted to do the same thing and use some of their information to get organized. Help make something that he has wanted to do for a while finally happen.
expectations related to the objective: Hopes to find step by step guidance to move forward with his attempts. Eventually, hopes that whatever he publishes online will find its way to the public: get media attention and get some people to help out as well.

4. Technical profile
Fluency: Medium
Internet Use: Comfortable with the Internet but has never actually published online or use any online content creation application (apart from webmail and has once setup a whole party invitation using some online tool).
Favorite sites:

5. Current tools (can be not technology) available to get to their goal
311 and trying to find some way to complain and get organized
Find neighbors and other interested people and sit around a table to discuss and produce proper documents:
maybe will use google groups and a series of emailed excel and word documents to split the work up and get organized.

6. Behavioral patterns
What are the behavior patterns that define this persona / segment:
Personally affected by issue to solve
Pro-active and ready to make a few steps
Medium term commitment

how do these behaviors support his/her goals and motivations:
Helps with

"classic quote":


SCENARIO

Martin has an idea about getting organized to fight current construction and zoning regulations in his neighborhood.
He goes to Open Plans.
1. Creates a new project
1.1 Fills out: Project Name, Project Mission (selects if its temporary of fairly done, does it go in the task tracker.... or like CB remind me to review this later)
1.2 Gives a few keywords or selects from existing keywords to describe his project (suggested keywords: location, categories, types of actions... orient the writing of tags)
2. Find similar project
Would you like to find similar projects and get help with that?
Would you like to find task lists associated with your project intention?
3. Browse through suggested content
Can contact existing projects to ask questions
Picks on 1 template task list: get organized to talk to your municipal representatives
-add this on his site as a template.
4. Would you like to create a quick call for action/help?
use templates or select a specific action that people can do... depending on how far Martin has gotten in his preliminary work, this will be as vague as "help this project get done" to "send this email to your local rep".
5. Has access to a statistics related to this task to see how well it's doing (how many people have seen it and how many people have done it and completed =serves as insight into how to improve results).

As Martin's project gets more organized and he needs more tools, he will move through more complex features and extend his open plans presence.


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3. Group organizer (informal and possibly punctual) (AMALIA)
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Amallia’s students are from under-resourced communities, and the have limited access to the internet. She wants them to be able to use the web to plan a class project.

1. Name: Carolina Mandez

2. Demographics
age: 22
job/occupation: Teacher
family status: Single
education: Specialized degree
household income:

3. Goals and motivations for using the service
goals and motivations: Work on a project with her students. The project involves making a proposition to transform the empty parking lot next door into a park for them to play (basket ball) etc.
objectives when getting to OP:
Find a way for her students to be inspired and get organized together. Create sense of ownership and belonging for them.
expectations related to the objective: Easy to use site. Will be graphic and inspired enough for her students. Allows easy printing for step by step follow-up (or some for of way to remedy the fact that not everyone will have access to the Internet at all times). Some direct link to her project for her students to be proud off. Some room for creative input to reinforce belonging.
Overall OP need to help make their project and effort real.

4. Technical profile (combined her + her students)
Fluency: Average
Internet Use: For email and research (school stuff) but slow and not very confident and does not take risks. Little experience with online applications or hosted services.
Favorite sites:

5. Current tools (can be not technology) available to get to their goal
Classroom walls and notebooks.
Google groups or tools like that are useless because the students are in the same space most of the time so it's not about communication.
Quick online website creation tools to expose the site to the world and show the students some results.

6. Behavioral patterns
what are the behavior patterns that define this persona / segment:
Needs something simple.
Her students might know more than her about this so it should not be overwhelming to her: she should still have the control while engaging the students to help her.
Prints things lots from the Internet --cause access is sporadic.

How do these behaviors support his/her goals and motivations:


SCENARIO:

1. Get to open plans home page
2. Creates a new project
3. Enter project mission
4. Creates team with profile for each student
5. In class makes a list of task to do
6. One student create a small web page as promo
7. Every morning, everyone recaps where they are and one student enters updates in task tracker
8. Another student write small bog like entry
9. Documents can be printed as they go along
10. They upload posters pictures of the project as they make posters etc...
11. The site can exist after the project is over, possibility to choose from different status to do so.

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4. non-profit person in charge of the tech (MATT)
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1. Name: Daphnee Petit

2. Demographics
age: 28
job/occupation: Coordinator for a non-profit organization for AIDS prevention and support
family status:
education:
household income:

3. Goals and motivations for using the service
goals and motivations: Help fight illness on a day to day basis. Find ways to educate target audiences on the risks still associated with AIDS, get the general public interested and involved, get government officials to act up and vote on appropriate policies and legislation to help people with AIDS
objectives when getting to OP:
Find easy tools she can add to the organization's existing webpage: namely a way to setup mailing lists for interested donors and supporters, as well as internal lists for management. Wants to better organize specific activities she does with the general public: organize the AIDS walk volunteer or the annual bbq fundraiser for example.
expectations related to the objective: Easy to use tools that she can integrate to their existing webpage with minimal effort + even if she does know how to do things, she doesn't want to spend any time with tech stuff.

4. Technical profile
Fluency: Very fluent (but not advanced)
Internet Use: She uses the internet all the time for work and entertainment. Has done some web publishing and created a series of simple web pages. Can handle most technical stuff related to web if she has the time (or some help) but really hasn't wanted to do so much of that anyways. User of some social networking apps online.s
Favorite sites:

5. Current tools (can be not technology) available to get to their goal
She can keep working with more tech savy people that her to get info online on their website etc.. but takes her twice as much time and requires her to be ubber organized: so often she will miss updated or not inform of an event on time,
Using email lists for internal communication.
Not using a specific PM tool right now, mostly hand made to do lists.
Could try things like "remember the milk" to get some of her to do shared and worked on.

6. Behavioral patterns
what are the behavior patterns that define this persona / segment:
Busy, multi-tasker.
Needs to coordinate communication internally amongst management, members and AIDS patients connected to organization, regular volunteers, occasional volunteers, friends and benefactors, press and general public (and sometimes government when specific actions requires that).

how do these behaviors support his/her goals and motivations:
Likes to get things done.
Constantly making choices as to what needs to be done and what is realistic to do.

"classic quote":

SCENARIO

1. Gets to Open Plans.org
2. Creates new project
NAME
PROJECT MISSION
her name and contact info as well
EACH PROJECT NEEDS A MINIMUM SO WE CAN HAVE A DB OF PROJECTS ON OP, EVEN IF THEY ONLY USE SOME TOOLS -even if these are private.
Select from
-this project has an existing web presence "enter URL"
OR -this will be the project's main web presence for now (or not necessary and use a CB only).

OPTIONS to stop here, find similar projects, create a call for help/action, select tools to integrate in your own website, create mailing lists only
3. Chooses "select tools to integrate in your own website"

4. Access list of tools available. For each tool, a short description, tech requirements and estimated time to install etc... Some examples of successful tools integrated in other OP sites, as well as the raw tools.
An option to link to the tool or integrate the tool without visual modification should also be provided.

5. Selects a first tool.
(at the end, she will be able to "add another tool")

6. Step by step walk through of options, installation, debugging (full faq etc.. should be availble as well as forums for the people using this: want to sign up on the mailing list of the people who are using this... you will get info on updates, tricks etc.. if needed as well as trouble shooting).

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5. Volunteer manager (DAVE)
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1. Name: Elliott Steward

Dave is an advocacy attorney who has hundreds of supporters to draw on, but has no time to manage volunteers. He needs to be able to set up tasks, and then assign volunteers to those tasks, easily. For example, there are 59 city council people. He needs the ability to assign a group or individual lobby each of those 59 council people.
There are a series of challenges here, the most obvious one being the fact that tasks are no longer assigned to individuals but rather to groups. Do we want to make an explicit distinction or do we want to have the individual unit be open.

2. Demographics
age: 42
job/occupation: Lawyer. Focus on citizen rights advocacy.
family status: Married, with Family
education: Law degree
household income:

3. Goals and motivations for using the service
goals and motivations: Manage activists and volunteers to help with lobbying and public/media awareness campaigns
objectives when getting to OP: Find tools to help manage people and organize task + effective workflow and leverage previous work (if lists of media have been done before for example, wants to just access this and go).
expectations related to the objective: Find better tools than what he is using now. Login to yet another online application needs to be easy and with little overhead, has to be convincing for all of his volunteers -if one of them doesn't use it the entire thing becomes useless. Needs to seamlessly integrate with email and other ubiquitous techs.

4. Technical profile
Fluency: (very diverse because of large number of volunteers)
Internet Use:
Favorite sites:

5. Current tools (can be not technology) available to get to their goal

6. Behavioral patterns
what are the behavior patterns that define this persona / segment: Big challenge of delegating + efficiency
how do these behaviors support his/her goals and motivations:

SCENARIO

1. Enter Open Plans: straight to project management home page
2. Creates a new series of things that need to be done -which council person needs to be addressed
3. The task will be the same but done from a series of different people so he pulls a template of things to follow for each person that needs to be assigned
4. Allows series of people to access this semi-private list. Each one will be able to take on one council person.
5. Once a person (OTHER USER PERSONA) takes on a council member, they get an email to summarize that they have done so
6. The system automatically pings people by email when their deadlines are due or when they have not updated their status. Occurrence of these pings should be variable and defined by task creator.
7. Every time a task is completed or updated, Elliott gets an email to confirm so (or whatever other confirmation method he selected).

SCENARIO 2
Create a new press release

1. Enter Open Plan: straight to personal user page
1.1. Access selected project home page
2. Find some template of a press release already written by them/ or maybe not a template but just a recent closed document as starting point.
3. Saves the new one (sets security maybe?)
4. Sets deadline (enters this as a tasks that needs to get done. Who this is assigned to: Open to all team members).
5. Everyone edits, all changes are attributed to someone and can be reverted or compared
6. Document can be closed once done by project admin.
7. Document can be published to another format, exported
8. Document can be saved in project repository for later review
9. Some form of sign off needs to be done
10. New task can be setup around this document so that people can send it over.