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?

Communication
• Understand your customers Design
profoundly and in detail as if you
were reading a story about them.

• Identify which group of

customers you truly need to
value.
Service Design Implication of Space/Environment
Design
• Discover customer needs which Persona
your customers themselves have
not recognized.

• Personas can be used to improve

the quality of products and
services from your customers' Product Design
viewpoint across a wide
spectrum of 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 Mike is Chief Pilot with flying experience of "1,200 hours B737-400.” his focused responsibility is
responsibility is moving personals from once destination to another his flying schedules oscillate based on flights
safe conduct of calendar decided by his company which gives him detailed travel itinery.
the flight”
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: Mike tends to be "reality based & goal oriented ," because by the very nature of their work they are
35 constantly testing reality. In moderation, this quality serves them well within their environment and is, in
Education: fact, a quality that managements look for in the pilot personality.
M.A., Aeronautical
Engineering Pilots have a low tolerance for personal imperfection, and long memories…
Any City University,
1998, Any City, USA

Licensed pilot, U.S. Air Tools & Devices

Force, 1997
• Mike uses Blackberry for communication as well for requesting for online services
Location: • He uses many web portals for services like Weather, Flight Plan & Reservations
39 Airport Circle
Beaufort, SC • On Flight he uses many aviation tools for Navigation & Control
29907 USA • 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

Role Description
“Serving
customers prior to Alvin is Duty Manager and leads a team of Data Analysts. His day usually starts with portal Inbox
flight, during flight looking for various requests and as the day grows he starts receiving customer calls and most of his
and after landing time is spent in customer interaction and team monitoring.

and facilitating my He comes from a flying background with a commercial rating, single, multi, with instruments in both
team with every 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
thing required for Flight plan approval, Permits, Reservations & Transportation etc. depending on the service type
providing great 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,
service” reservations, transportation, permits and flight following.

Alvin is also well versed with all weather, flight planning and reservations applications used by portal
Age: for computation and flight route generation
38
Education:
B.S. in Professional
Aeronautics with a Tools & Devices
minor in Aviation
Safety, Embry-Riddle • GDC Portal, Flight Explorer and ITF
Aeronautical University • Black berry for receiving customer requests & communication
• Outlook- Email communications
Location:
Redmond, WA 98052
 John K | Sr. Data Analyst

Key Needs

Reduced Data Entry | Ability to Multitask | Fewer Windows to Manage

Role Description
“Making services
available to
John is a Senior Flight Data Analyst and reports to Alvin (Duty Manager) with four years of
customers and our experience with Honeywell GDC he is now 29, started flying when he was 17, and have 1444.5 total
goal is customer time, 233 ME, 1146 CFI but haven't flown since mid-2001.
safety and Daily John have to interact with various software application like GDC, Flight Explorer, ITF, WINN
customer etc. and keep track for requests assigned to him once received with intent to fly (ITF) his work is
satisfaction” 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
Age: computations and reservations Fax's are scheduled at desired numbers provided by customer.
29
He is one the primary user of Portal.
Education:
Bachelor of science in
Professional Piloting,
Embry-Riddle University, Tools & Devices
Arizona
• Web Tool , Flight Explorer and ITF.
• Outlook for Email
Location: • Telecommunication with customer

Redmond, U.S.A
Thank You
Prepared by
Nasarullah Khan (khan_nasar@hotmail.com)