PERSONAS & GOALS

Team Management Structure
Revised Problem Statement
Development of Personas & Goals
Personas & Goals
Necessary & Optional Tasks [check also Personas & Primary Tasks Analysis Reviewed, at the next stage]
Team Members Participation
Appendices

Structured Interview Protocol [html revised]
Interviews: Subject 1, Subject 2, Subject 3, Subject 4

 

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Team Management Structure

Group manager: Monica. Although she has an overview of the project prototype that is the basis of this 213 project, it will be an exercise for her to let the others speak and bring their insights.

Evaluation manager: Hong. He is very good on contacting people and will play an important role in this project, bringing users perspective and critics into the interface design.

Documentation manager: Rosa. The only native speaker, and a natural writer. She couldn't be outside this task, which is a big one considering the the culture backgrounds of the group members.

Design manager: Bin & Monica. Bin will help to introduce new concepts and make a point against Monica.

^

Revised Project Statement

Merging process between two groups
SFnight group was initially composed of three people, but one of them decided to drop. We then decided to invite a group of two to join our group. One of the member had already been presented to the project concepts and ideas, before the merging process.

We considered that the new members would add value to our project, and that a more diversity background in our group would bring new perspectives and insights.

Considerations about the Instructors' Feedback
Many interesting points from the feedback received will be considered in our task and functionality design. Those suggestions were more related to the next steps but not with the 213 project' scope and concept.

Interaction paradigms: When working on personas, it might be useful to have both of these viewpoints represented: on-demand information and proactively information.

Needs of groups as well as individuals The SFnight prototype have a feature that consider group activities, and this is already considered in the project proposal. We should consider a way of linkages with invitation engines (evite.com, invite.yahoo.com, etc) and how we might want to consider helping facilitate web collaboration ('get your friends' read on what they think of this event').

After-event' uses? This is a good suggestion. We might want to think about this in our task design at the scenarios stage.

Reviews. This is already considered in SFnight final project, but it doesn't have already a working prototype. We are considering the needs of this features, but a working development of this depends on time.

Ease to change & update. This is also a good point specially considering the updated aspect, since events might be canceled or added to the system.

Personalization readings: The group members are very excited to have this opportunity to focus on personalization, and having the course reader already considered this topic.

Real-time reservation system: This will be contemplated at SFnight final project, and might be focused in this project as task and design proposition, but not developed in the interface design.

^

Development of Personas & Goals

In our Personas design we analyzed different methods of knowing and gathering information from nightlife consumers and potential users. The methods' choice were based in time and resources constraints, as well as its effectiveness for the project purpose. The observation method, for example, would be to hard to accomplish good results, besides its privacy issues for getting into people's privacy.

Procedures: We spent more than 8 hours in the Personas creation. We went back several times to refine the persona description. After talking about them for so long time, we started to think they were real, at the point that is difficult to 'kill' them, or not designing for them. A good thing is to give a break, give time to our "creatures" rest. It was interesting also some changes that happened when we introduced the male perspective. First the original group members started creating their personas. Then after the merging, the male perspective refined them and brought a new persona.

Creation Methods: The following methods were applied:

• Structured Interview Protocol. We developed a protocol to have a set of standardized questions for different subjects ("nightlife consumers"). During the interview we introduced new questions to know more details about the nightlife consumer's motivations and needs.
• Record and Notes. Some interview we took notes, other we also recorded, with the interviewee permission. The recording would be useful to later review the consumer approach and make quotes in the project.
• Friends. In general we interviewed friends, as explained in our project statement. Four people were interviewed: three were face-to-face interviews, and one by e-mail. The face-to-face interview gave more opportunity to explorer other aspects of the subject talks.
  
  Our Interview results were:

Subject 1: male, around 30 years old, Internet savvy, a graduate student from Berkeley. Usually go out to bars/clubs 8 times a month. When going out with friends, usually frequent the same bars. They know already what kind of music plays there. If he has visitors, he likes to explore new options according to his friends tastes. Sometimes they are in the mood to go dancing in clubs, sometimes they just want to relax and talk. He hates young people [18-20 years]. He prefers people from his age. When picking a bar he wants to know about location (he does not have a car), type of music (not horrible, please!), neighborhood, if its crowd. He likes to use Flyers to check the atmosphere of the bars, specially people description and music. If it says that accepts 18 years old, he knows already that he will not find people he likes there. He usually communicate by e-mail with friends, using cc:, to make those arrangements. They know that every Friday they will go to some place. They don't use invite thing, since they are four friends, most of them works and live in SF. He sometimes use Citysearch, specially when he has visitors.He wants to know also if the bar or event is expensive. Personalization is time consuming, he said. But actually he didn't try much. Usually he sign-up some technical newsletters, which are relevant to his career. If there is a feature to send a web page info to his friend he would use, if not, he copy/paste and send an e-mail.

Subject 2: male, a PHD Brazilian student, around 30 years old, have been using Internet for 5 years, but is not connected all the time. (10 hours/week). He use to play in bands, and that's when he goes to bars. But he usually don't have time to go much, since he haven't done his finals exams yet. He is kind of "regulars", looks for a nice atmosphere, a place to talk with few good friends, where he can listen people (not noise!), good music -- Jazz, Bossa Nova (of course), World Music --, not smokers. He prefers outside bars. His first choice is be with friends. He would not go to a place just because of the music or to drink. He communicates by telephone and e-mail with his friends. Sometimes he uses Citysearch, but usually he goes to a place a friend recommended. He wants to know about location, what time close (because some bars usually close too early, and he wouldn't go too far for a short period of time), if needs to pay, description, if there is a review. He is looking for the most outstanding places. He would like to see pictures of the place, and know better about the music. A sample music would help if the band is unknown. He doesn't use personalization features, because he doesn't know how this could help him. He sign-up more academic newsletter. Actually someone did for him. He would send a web page, instead of copy/paste. He never have used "invitation tools" or received one.

Subject 3: male, graduate student, more than 31 years, Internet savvy and highly connected. Go to bars at least once a week. Usually likes to explore new places with friends. He is interested in the kind of music, drinks, and if there are special drinks Location is also important. He prefers live music, but depends on the mood. He looks for relaxation with his significant other (his wife) and few friends. He likes to play darts, but do not like places specialized on that (because they use to be competitive, a little gambling). He communicates with mostly by telephone to make those arrangements. But he uses e-mail if he is presenting several options and go out with more people. He look for information on newspaper, specially recommendations for weekends. But he really relies on friends recommendation. But he is the one who suggest things he thinks he friends will enjoy to go. He prefers to limit the options. He likes to know/receive reminders about tickets he has to buy in advance. He hates Citysearch. Why? Because doesn't offer a good editorial review, it is bad written, doesn't differentiate people from SF from other places; doesn't know SF culture and needs; doesn't have "sense of local area". He have visited the site of Great American Musical Halls. who is performing is very important for him, as well as price and neighborhood. He wants to know about the atmosphere: doesn't like violence, loud music, smoke, 18 years people. He doesn't rely on unknown people's opinions. He prefers recommendation of friends and professors, when he refers to Amazon.com books' recommendation, for example. He doesn't like those personalization pages which have horoscopes, weather and so on. He likes to be surprised, kind of "Serendipity". He had sign up some newsletters, more professional topic ones. He uses Evites, but he is concerned about privacy policy, and the possibility of tracking his life.

Subject 4: female, Internet savvy, but not highly connected.
She has a few favorites bars, but I like variety, too. She only go out with friends and usually based on someone else's recommendation first. Places should be close to home or work is best because of it's convenient, but she will meet people other places if they can arrange in advance; the most important thing is a good happy hour atmosphere-not too "meat market" or cheesy, just relaxed and fun with lots of conversation; music not too loud, but jukebox is fun, and pool table a plus; some food/munchies available or nearby is best; have to have one of my favorite beers and/or really cheap drink specials, otherwise, why bother? Good music for dancing!!! Food not important, but good drinks and free water (instead of charging for bottled water) are a plus; also likes some jazz clubs, but can be hard to have fun with a whole group-those clubs are better for dinner & music instead of dancing. She tends to prefer jazz, big band/swing, DJ/house music, drum 'n' bass, Latin; as for bar style, casual is better than dressed up. She raised some questions: what kind of crowd is going? Want everyone to have a good time, so need to pick the right place. If big group, want big tables, maybe outside patio in case of smokers, etc. For smaller crowd, couches and coffee tables may be better. Then, consider what type of event-is it happy hour or a weekend night? Do people have to work the next day? Did people have a rough day and just want to be mellow, or are they looking to party? If people are needing to relax, want relaxed atmosphere in convenient location-don't want to deal with meeting up halfway across town, etc. When organizing where to go with friends, she said "Coworkers are just down the hall, so walk down or use cell phone if they are out of office. Non-work friends maybe by e-mail, especially if special occasion (e.g., birthday) or BIG happy hour group invite, but usually telephone is best for making final arrangements." Other things she considered: Time & place are MOST important-usually a group decision making process though; then consider if we'll have food (dinner) beforehand (separately) or together when we meet up. If location isn't known by all, discuss music style, recommended attire, COVER CHARGE if any. She usually mostly use friends' recommendations or past experience to choose a bar to go.. Sometimes will use website like Citysearch to get phone numbers, or just look in the free newspapers to check who's playing, what cover charge, etc. Clubs: use free newspapers most of the time. Never can remember which clubs have each type of music on different days, so need to confirm in paper. BUT, a sometimes we pick a particular club as the REASON to go out, like: "I've been wanting to go to Ruby Skye forever, let's go Saturday, okay?" About Citysearch: it has a horrible interface these days-sidewalk.com was much better-but it's really the only website I know that's thorough enough to have all the phone numbers etc. yahoo-style yellow pages works okay too. But usually I get the phone number and then call myself. I don't bother reading the editorials on city search b/c usually I know enough myself or have friends who have ideas. City search can be really good for movies & showtimes since those are pretty reliable, but I still find it annoying. Moviefone.com is better

• People that we know.There is always some histories about friends or colleagues that like to go to bars and clubs. We brought those images at the time we were developing the personas.

Personas & Goals

	Stefan Kizmiaz, an aesthetical pragmatic

Stefan Kizmiaz,
32, enjoy quiet mood music, sometimes explores live jazz, and also likes music from the 50's and 60's. Well educated, and computer savvy, consultant who works for Accenture in financing/statistics, usually very busy. Financially quite comfortable, though not extremely rich. Tall, in good shape, likes to run in the neighborhood instead of working out in a gym. American, mixed heritage, but predominantly Jewish New Yorker. Would often go for a few drinks in the early evening. Likes to have some cocktails occasionally wines. Go to relax, perhaps with a few good friends or significant other. Have some conversation, then perhaps go out for dinner and/or movie. Likes Japanese food. But not Indian food. Used to travel a bit for work. Now lives in San Francisco... doesn't like to deal with parking problems. Doesn't like things that are not aesthetically pleasing. At the moment, no girlfriend. Used to live in New York and was involved with someone serious. But currently in a state of "taking time off to think about things." It is not his first time in such state. So often have friends from New York come to visit him. Last time went to Europe for a couple of years. Sometimes go out alone, other times with coworker and friends, especially friends from out of town. Has a Palm pilot with a phone unit. Goes to bar to meet people, someone that is usually introduced to him by friends. He is handsome, so enough times when he is alone, women come talk to him. But he is a little arrogant and is selective who he spends more time with. But he is starting to loose some hair, so he is a little upset about it. He wants to know what to expect when going to a new place. He needs things to be right at the right time, with the right person. Constantly weighs the pros and cons of any situation. Really look for atmosphere.

Personal Goals
To socialized, selectively
To relax.
Not be bored

Practical Goals
Go to the right place, where he can expect the right people and atmosphere.
Does not like to waste time.
Likes to know what he expect
Comfort and convenience is highly important
Does not like to be overwhelm with irrelevant information

Tasks
Want to know detail information about place, people, atmosphere, good food, good drinks and good music, etc. Receive recommendations from friends and good editorial.
Likes to know good events about his favorite music type: Jazz, famous American bands, etc
Doesn't know how to move at SF very well, so needs some guidance how to get there.
Would like to know more about the neighborhood bars if he is alone
Want to knows about parking
Wants to avoid smokers
He needs get good information at his fingertip
Wants to find a place to relax sometimes, to enjoy some drinks

	Chris Roberson, the easy going, doesn't care much about organizing her room, but like to organize parties.

Christina Roberson,
Chris for short. 22, but looks older, and has a cheerful personality. Community College student got another year or two to go. Works part-time at a restaurant/cafe without door seating, right next to some clothing, bookstores. A few of the stores sell second hand used items. She finds a bit of items from those stores. She is able to convert things she buys cheaply into trendy clothes. She is very creative and resourceful, manages to get free tickets to anything. She has lots of friends from various backgrounds. Easy going, happy personality, and definitely very social. Kind of people person. Enjoys dancing: disco, hip-hop, funky what ever draws a young crowd. Likes lively atmosphere, sometimes go for the crowd. Moves from one place to another, depending on where the action is. Likes to have fun, go with a group of friends of similar age. Occasionally have a beer or two, but doesn't drink to get drunk. Likes to try new things, new bands. Always trying to get people together to go somewhere new. Her parents just bought her a cheap computer system for Christmas to help her with schoolwork. She is still in her free trial period with one ISP, but she only has another month of free service left. She is considering a cheap plan that has limited hours. She has discovered e-mail and chat and has looked at a couple of match making services online. But gave up because things seem too complicated. A friend managed to have her signed up for a free amyl horoscope. She hasn't used the computer too much for school yet. But at work, the cafe/restaurant, there are two stations set up for surfing with proprietary interface. She is seeing someone at the moment, but not too serious. She enjoys going out with different people, and likes to organize events. She finds out about places from the flyers/free papers distributed at work. She is starting to use amyl to organize outings. She is sharing a two-bedroom apartment with two other students. She has her own room. She doesn't have time to sit down and eat, and grabs a bite here and there, especially from work. Otherwise its bagel/chips/soda/whatever happens to be convenient.

Personal Goals
Be happy, and have fun
Meet lot of people

Practical Goals
Not spend too much money
Go to several places in one evening

Tasks
Contact people
Find about new events, new bands, new clubs, and new bars
Needs to know about price, location, times, if they cover charge, wants free water
Want to know about size of the place, what the facilities are like to be able to accommodate her friends, especially when they go out for dancing and special events.
Wants an easy way to coordinate her friends
Find what else is close by

	Leonardo Varella, the explorer

Leonardo Varella,
He is a 37-year-old PHD anthropology student at Berkeley, from Venezuela, fluent in some Romantic languages -- French, Italian and Spanish (his mother tongue). He passed the initial orals about six months ago, and has been taking it easy since then. He also started his research, doing some ethnography studies at Bay Area hospitals. He currently goes out at least twice a week. His colleagues don't know much about his personal life; they enjoy making up wild stories about him and his whereabouts when is goes out. All of his best friends live in San Francisco, including someone he is steady with. He goes to San Francisco quite often. They met about two years ago at a disco club. Although he shares a house with some UC Berkeley colleagues, he doesn't go out with them, because he is hardly at the house. He has a used Toyota Camry, and usually uses it to go to the City or to his field research. His significant other works in the high tech industry doing marketing, and lives in an apartment in South of Market Street. He uses the Internet to do research and communication, and usually carries his laptop around. Sometimes his significant other needs to entertain clients and he would tag along. When is not working related they take turns deciding where to go with some friends or just the two of them. They enjoy exploring new places together, but want to have a few clues about the places, especially from frequenters, and check if match with their impression. He drinks what is offered, and occasionally goes a little over his limit. He is a night person, doesn't have much exercise and lately is finding that he needs a bigger size pair of pants. He usually dresses casually. He likes Latin and World music and enjoy dancing, so does his significant other. On a regular workday he grabs whatever is available, but when he goes out he likes to try different cuisine.

Personal Goals
Have a good time
Be surprised
Explore

Practical Goals
Experience different things

Tasks
Knows about news bands and cultural stuff related to World and Latin music
Communicates in a better way with his significant other, since he is all over the place. Knows about big events.
Be able to buy ticket on advance. He would love to know other people opinions about anything.

	Rich Liaw [left], getting to be more sociable

Rich Liaw
30, born to a conservative oriental family, relocate to the states for education. Had a MS degree from New Jersey Institute of Technology and since graduation been working for various Silicon Valley firms. Job is intense and remunerative, on the hardware side, and usually immune to the dot-com roller coaster. Often works over time, even in weekends. Financially secured, dating his long-time girl friend. Engaged but not in a hurry jumping into marriage. Brand-aware and sensitive. Likes racing car, owned a Z3 but now drives an Audi A6, which he bought online. Likes Pink Floyd, REM in his younger, more rebellious years, but now reached new rapprochement with his parents living in retirement in Vancouver, Canada. Occasionally tuned to KSJO but can no longer stand heavy metal for long. Good connoisseur for high-end audio equipment, and a frequent customer of Audible Difference, a Palo Alto-based studio. All gifts to his girlfriend came from Nordstrom. A Sierra Club member but never boycotts Neiman Marcus. Collecting selective hobby models and hand make some of them. Web-savvy, extensive browsing when has time. Usually only social within the party. After living in Bay Area for 5 years, familiar with road and parking. Good driving skills. Fix own car most of the time. Recently turning cynical about compulsory consumerism, but still values consuming passion and a good time. More and more easy-going with friends. Concerns stock market less than before.

Personal Goals
To escape from the work pressure
To relax with girlfriend and/or other friends
Discover new and interesting things
Have good laughand

Practical Goals
Finding something interesting in American pop culture and have a good for refreshment.
Relying on the reviews except for food.
Budget flexible and willing to pay a fair price if thinks fair.
Does not want to be surprised if with girlfriend, but yes with colleagues.
Being conservative after a long week, but more aggressive if slow season.
Does not worry parking

Tasks
Likes compare different scenarios and different web pages, but frequent those associated with a local media
Wants to personalize to facilitate usage, but won't do that at a price of privacy Willing to make reservations online.
Usually let girlfriend make final decision. Needs to show her choices and alternatives online.

Justification

These personas are representatives of typical bar/club goers. They represents the most part of the visitors to Mission street. Each of them demonstrates characteristics of one focus group. These groups are differentiated by work, income, origin and culture background. They reflect the diversity of the SF nighlife consumers.

Our Primary Persona: In defining persona tasks, we find that most persona will need to do the some of the same tasks to achieve different goals. We choose Stefan as someone representative of all users. He has a cosmopolitan perspective, is very particular, does not like to be overload with information; receives visitors and therefore need to share information with others; has music preferences; likes good reviews. He is connected to the Internet wirelessly. By working in the dot.com environment as a consultant, he is also the ultimate audience for SFnight.

Necessary & Optional Tasks

• Necessary
  Communication with friends, facilitating display of users' choices and alternatives
  Find information: transportation, parking, atmosphere, age
  Know what's going on favorites music type
  Easy personalization, respecting their choices
  Reminder/Reservation/Buy tickets in advance
  Information for group activities
  
  
• Optional Tasks
  Get info by mobile information appliances
  Info about neighborhood
  

Team Members Participation

The original team created and conducted the interviews (the new members had done their original interviews at this point). All members participated in 25% each in the Persona creation process and goals/tasks definitions.

Appendices [Structured Interview Protocol, Interviews] [html revised]

Structured Interview Protocol
Interviews: Subject 1, Subject 2, Subject 3, Subject 4