SIMS 213
Spring 2003

   Project Proposal

   Personas & Task Analysis

   Scenarios & Initial Design

   Low-fi Prototype & Test

   Interactive Prototype 1

   Interactive Prototype 1 Presentation

   Heuristic Evaluation

   Interactive Prototype 2

   Pilot Usability Study

   Interactive Prototype 3

1. Project Member Roles

2. Revised Problem Statement

3. Development of Personas and Goals

4. Personas

4a. Persona 1: Susan Evans

4b. Persona 2: Katie Coogan

4c. Persona 3: Robert Greenberg

5. Tasks

5a. Tasks: Susan Evans

5b. Tasks: Katie Coogan

5c. Tasks: Robert Greenberg

6. Work Distribution

Currently significant inequalities and inefficiencies exist within the United States broadcast spectrum allocation process. These problems are a direct result of an archaic understanding of the communications spectrum and are compounded by the entrenched interests in current spectrum licensees. The established understanding of the communications spectrum and the resulting exclusive licensing encourage the use of inefficient technologies and capital intensive business models.

Although the communications spectrum allocation process has been significantly revised in recent years, the prevalent metaphor of “scarce real estate” has not been questioned.  The current allocation chart is very hard for the uninitiated to understand.  It shows too much information without enough explanation.  What is missing from the allocation debate are tools that allow interested parties to understand how the spectrum is actually allocated and utilized.   An interactive allocation chart would allow users to view individual sections of the spectrum along with regional usage information.  It could also provide meaningful explanations of the chart data.

We have identified the core user group for the communications spectrum site as journalists, policy analysts and policy makers. Based on what we learned from interviewing representatives of this group (interview doc, interview mp3 index page) , we have developed three personas to characterize our primary audience.

The three personas have been crafted to represent the different goals, computing skill level and domain knowledge of our core user group.  With regard to goals, policy analysts may come looking for specific views of the data, or use it as a tool to explain the spectrum. Alternatively, journalists and policy makers will come to the site looking for a better understanding of how the spectrum is allocated.  Perhaps they are preparing a news piece or brief and need to quickly view and understand a particular part of the spectrum.  Our audience’s computing skills tend to be at least intermediate-level, using standard software applications. They all browse a variety of sources on the Web regularly, and have been exposed to the standard array of word processing and communications software applications. The main differentiator in this area, is that some of them are more accustomed to working with complex data sets and analytical tools. The most dramatic variance between members of this user group is domain knowledge of spectrum allocation policy.  Some of the users will be directly using the site as a learning or reference tool, while other’s will use it in the course of their advocacy work.

Susan lives a hectic life, but enjoys it immensely.  She spends 90% of her time working out of her congresswoman’s local offices in Oakland and the rest of her time in Washington.  She has been working at this job for a year and half and is considering working on a campaign in the next election cycle.  Susan rents an apartment off of College Avenue in the Rockridge area of Berkeley.  Susan tries to commute by bus, but often has to drive to work as she is frequently asked to go to regional events and constituent meetings.  She has an active social life that revolves around her friends from growing up and school, and increasingly her work mates.  Susan enjoys music and theater performances, usually going to an event at least once a month.  She is active in Habitat for Humanity in Oakland. Though she is not religious, she enjoys the community spirit.  She has been known to pick up a hammer, but primarily contributes her organizational talents.

Susan’s job consists of two main functions; community outreach and legislative research.  By meeting with local constituents and representing her congresswoman locally, she provides key information about local issues.  She is required to be on top of district level social and economic issues and to understand how pending federal legislations is going to effect the district.  Though she is diligent and resourceful, she does not have much time to do direct research on legislative issues. Instead she relies on secondary sources including the Congressional Research Services, local and national newspapers and research published by interest groups and foundations.  Over the past year Susan has developed a good relationship with several industry lobbing groups and foundation staffers.  Though she recognizes that these individuals have agendas, she has come to trust their opinions and rely on them for insights into some federal legislative issues.

Since California’s ninth district contains a substantial amount of technology companies, Susan is very aware of the economic impact of technology in her district.  Though she is not a tech geek she does consider herself an experienced computer user, but not an expert.  Susan primarily uses office applications and has been learning how to use Microsoft Access.  She was an early convert to the PDA and now relies on it exclusively for her contacts.  Six months ago she upgraded her home computer getting a new Dell Dimension and DSL. 

At a Chamber of Commerce meeting recently, Susan met a representative of a local company that makes chips for wireless radios.  From him she learned that there are dozens of companies in the 9^th district that make hardware and software for the wireless industry.  Though her congresswoman is not a member of the Energy and Commerce Committee that oversees wireless communications, Susan recognizes that federal regulation of the wireless industry will affect the local constituencies and thinks that it could be good issue for local fundraising and campaigning.

Goals

• Contribute to the success of her congresswoman
• Identify issues that are important to her district and that could be useful for future campaigns
• Build a network of political contacts that will further her professional career
• Create areas of expertise that will make her a more valuable staff member

Katie Coogan is a staff writer for the Technology division of the San Francisco Chronicle.  She has been working at the Chronicle for a little over a year.  Before coming to the Chronicle, Katie worked as a legal reporter specializing in Internet and technology issues for American Lawyer Media.  On the side, she also worked as a freelance writer for The Industry Standard. 

Katie was recently promoted by the Chronicle from her position as a weekly column writer covering technology-related legal issues, to a staff reporter position.  Two topics that Katie has covered in depth are the Microsoft anti-trust trial and the copyright controversy created by Napster.  In her new role, Katie will be focusing on technology-related issues which are of concern to California voters.  She is especially enthusiastic about her new role at the paper.  Katie feels that with more and more technology issues going to the polls in California, it is important for journalists to educate voters on such topics.

Katie has always been a driven individual who continuously strives to improve her work and position in life.  She grew up in Peshtigo, Wisconsin.  She always had a knack for technology.  In high school she made a hobby of tinkering with the family’s Dairy Master Swift Flow milking system, but her real passion became politics after she joined her high school debate team.  Upon receiving a full tuition scholarship to The University of Wisconsin, Katie entered and studied Political Science with a minor in Industrial Engineering.  Nearing graduation, Katie discovered that she was torn between politics and technology.  She decided to enroll in Northwestern’s Journalism School where she could pursue both areas through her writing. 

As a journalist, Katie dreams of one day becoming the Associate Editor of a large newspaper.  She is excited about her new promotion and is determined to impress her new boss.  Katie devotes most of her time at work to research and tries to focus on topics that are of interest to Californians.  She uses the web to browse through technology forums like slashdot.com and mailing lists hoping to find references and links to experts in the field.  She also spends time looking at websites that advocate the different positions of the topic at hand.  Katie is frustrated by websites that contain stale information or confusing visualizations.  She often downloads charts and visuals which she can later use to help her write her articles.

With Katie’s constantly increasing workload, she has little time for a social life.  She currently lives in a condo in Potrero Hill with her cat, Milky.

• Become the first female associate editor of The San Francisco Chronicle
• Stay informed about the latest technology and technology issues that concern California voters
• Continue to write informative articles that help educate the average Chronicle reader about technology-related issues
• Summarize topic issues in how they effect the Bay Area

For the first fifteen years of his career Robert was very successful as a corporate lawyer in Washington DC. Five years ago he decided to put his partnership bid on hold for awhile to become more involved in the public sector as an advocate for consumer rights. As policy analyst and lobbyist for a non profit consumer rights organization, Robert has advocated for consumers on a number of technology issues such as Digital Rights Management and Privacy.  Robert has just taken on a strategy leadership role in the telecommunications and utilities group. He carefully tracks policy debates by staying abreast of pending regulations from the FCC, and monitoring the activities of telecommunications lobbyists. With his staff, he works to support telecommunications legislation that promotes competition, privacy protection and efficient use of natural resources. After Robert identifies the top priority legislative issues, he and his team enact plans to raise public awareness, effect pro-consumer amendments to proposed legislation, and to educate and influence elected officials. Robert really gets a charge out of this advocacy work. Plus it affords him more time to spend with his wife and two young children.

Robert spends most of his day on the phone and in meetings with legislators, corporate lobbyist  and analysts from the Congressional Budget Office. He is comfortable using his computer, and relies heavily on email and the Web for communications and research, but he is not particularly interested in struggling to learn new software applications. When
producing position papers, he tends to do most of his own research and writing, but hands off to an intern when it comes time to create charts and put the finishing touches on his reports. Robert has a passion for policy analysis and can definitely become engrossed in the details of complex issues. He tends to make use of traditional legal sources for research, and can be quickly turned off if a new information source doesn't make sense to him right away.

• Advocate for the telecommunications issues that impact consumers the most.
  Lead an effective team that advocates successfully for the rights of consumers.
• Present knowledgeable and convincing arguments on behalf of consumer rights.
• Foster productive relationships with lawmakers and industry representative to facilitate negotiations.
• Develop a reputation as an expert and spokesperson for consumer rights in telecommunications services.