26 June 2011 1 Comment
A group of us who are involved in developing the future learning system plans for the Open University are using a range of techniques taken from “User Centred Design” and User Experience (UX) to help us create the future systems for the OU and also to explain the complexity of the systems developments to senior management in a way that is easily understood and powerful. I wanted to share some of these techniques that we’re using without going into any of the detail which may be business sensitive.
First of all what we’re doing is using a combination of Personas (some people suggest personae as the plural but I’ll use personas to describe these) and scenarios. There are many websites and blog posts going back years which talk about the power of personas and scenarios to design and development. JISC have used it within their design workshops and they’re used in different ways by different groups, for example here’s a post on “Web Design from scratch” by Ben Hunt which describes their use in design.
We’re using these in a slightly different way than for design but rather to describe areas of functionality to be developed to meet particular needs. In the persona development we adopted a range of persona’s that were created by the Online Communications team to describe target users for OU websites.
Here’s an example snippet of one of the persona’s to help explain them…
Jason Gamer Age/personal: 18, lives in Glenrothes with his Mum Job: Works in Dixon’s part-time Education: Highers Studying aim: Degree in Computing/IT Online likes: Interaction, multimedia, customisation and iPhone apps Web games, chats, texts; surfs fast, but without direction
We use a set of personas to describe a range of target users and they test the system through a typical use case. We also have some high level scenarios to describe the depth of a particular system in supporting users from end-to-end. Scenarios in our case describe the environmental elements not possible easily through personas, so our scenarios are focused on direction setting and understanding where the OU should be going to meet the demands of new learners. for example we have scenarios based around informal learning becoming prevalent and another scenario around the need for key skills.
Personas are powerful because they:-
- Allow systems to be developed to meet specific user types
- Afford consistency of development across different systems
- Are a useful tool for describing how people will use the services
- Are useful for testing and benchmarking services against requirement, i.e. are useful for usability and accessibility testing.
- Describe the full end-to-end functionality of a system
- Take socio-economic and other environmental factors into account
- Set direction of development
- Describe the strategic value and business benefits
We are using these to map through to a set of “Roadmaps” which describe how we intend to deliver the changes. The roadmaps, programmes and projects within it are along the lines of the JISC P3 model which itself is a variant of PRINCE 2 methodology and therefore well established. The creative bit is how we’re describing this through the combination of personas and scenarios. We have been through this process once before with a programme called RAP (Roadmap Acceleration Programme) where we used a world cafe approach to gathering requirements (see my previous post on Future Learning Systems ). We used the user testing sessions to “validate” the personas against real people to ensure that they’re accurate and complete and the testing informs the system development, this was particularly useful to establish what works in the less clearly defined areas of the roadmap such as the development of Google gadgets through the JISC DOULS project.
The next steps are to build in the marketing knowledge that we have received through consultancy reports on segmentation which can help us plan out which personas we particularly want to target, and secondly to get areas of the OU to adopt sub-set of the personas and ensure that they refresh them to keep them relevant. We already have some success with this since Student Services have adopted a persona approach to describe the “targeted services” which they want to provide through StudentHome the OU Student portal.
I can’t stress enough though how important it is to have a single coherent set of OU personas. The power comes from system developments being mapped holistically i.e. when values are shared across the organisation about meeting specific user needs and creating, buying or customising systems to meet those needs.