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Table of Contents |
- Task Scenarios
- Comparative Analysis
- Initial Designs
- Revised Personas and Task Analysis
- Work Distribution Table
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Task Scenario #1: Searching via
Library Information Systems |
Stephanie is researching the social effects
of ICT on a community in India. Her search at Google returned
a relevant set of documents, but she found one document particularly
interesting. Hoping to find more articles or papers written
by that author, Stephanie does a search on Pathfinder using
the author's name. Pathfinder returns 300 documents, which
Stephanie is reluctant to sift through. She glances over the
page and clicks on a link that she thinks may be helpful for
her research. The document is only slightly relevant, so she
moves onto the next one. After 30 minutes of looking through
the Pathfinder results, Stephanie has only found three relevant
documents by the author. The Campanile strikes 6PM, reminding
her that it is time to go home. |
Task Scenario #2: Develop New Contacts
|
As a fundraiser, it is not enough for Betsy
Pontifico to know about projects through online sources. She
finds it essential to make personal connections with field
researchers, NGO Officers, and funding agencies. She prefers
approaching funding agencies through a more personal approach.
She begins by looking up individual officers online, finding
out information about the kind of projects they have funded,
and then going through her contacts to see if a connection
can be made, and an introduction arranged. Sometimes, though,
she does cold call agencies. Today, she needs to create new
contacts with development professionals working on Computing
Training for Mayan people in Guatemala. After scrounging around
at the World Bank's site -
www.developmentgateway.org , for well over 30 minutes,
she comes up with nothing. Google isn't too helpful either.
Eventually, an organization, "Centro de Mujeres Comunicadoras
Mayas" pops up online site,
www.digitaldividend.org , and although no contact person
was listed, there was a website referral. This helps Betsy
connect to Mariela Guidi at Solola, Guatemala, a program manager
at the onsite location. Betsy wishes that the listings at
digitaldividend.org had been done more intuitively. She had
been searching for terms around "rural telephony" and "education"
in Central America, but hadn't thought that the project she
was looking for would be listed under "telecenters" instead.
She goes back to the World Bank site to see if she can come
up with something under "telecenters." |
Task Scenario #3: Search for Information
on Organizations |
The next day after the Saving Argentina Conference,
Betsy Pointifico sat in front of her computer to research
more information about some of the organizations that were
in attendance. One organization in particular, 'Save Our World,'
piqued Betsy's curiosity so she went to online to begin her
search. Once opening her web browser, Betsy first attempted
by typing in 'SaveOurWorld.org,' directly, but it did not
go to the correct site. She then went to Google and typed
in 'Save our world' resulting in many websites about saving
the world and other organizations. Half way down the screen
she finds the right site, 'SaveWorld .org.uk' She peruses
through their website, learning about their mission and who
she can contact regarding their initatives mentioned during
the conference. After a bit of confusion browsing through
their site, she finds information about their new projects.
Betsy realizes that many of SaveOurWorld's projects link to
other organization sites, so she must click on each of those
to learn more about the ongoing projects. |
Task Scenario #4: Writing Grants,
Papers, Research Results |
The executive director has asked Jeff to
prepare a short paper on the project Jeff implemented in Nigeria
last year which placed computer centers in ten schools. In
particular, the director would like to see the measured outcomes
of Jeff's project compared to outcomes of similar projects
that have been implemented in recent years. Jeff is very familiar
with his own project, but needs to access detailed research
on outcomes of similar projects. Ideally, he wants to find
detailed and specific research papers on such projects with
rigorously supported data and well-argued qualitative assessments,
such as one would typically find in an academic journal article
or conference paper. He first performs a Google search, and
finds a large number of sites that aren't particularly relevant
to his specific task. He realizes that he needs to look through
specialized development sites such as DigitialDividend.org
and the World Bank Development Gateway. His searches there
yield more promising results. He finds several case studies
that look potentially interesting, and some discussion groups
on computers in schools in the developing world that seem
to contain some useful references that he could pursue. He
finds it difficult to assess the quality of the research and
the credibility of the people commenting on the discussion
boards and realized that he will need to spend quite a bit
of time sifting through all the papers and commentary, and
then doing some work cross checking the information and the
people presenting that information though other sources, such
as university web sites, academic journals, and speaking personally
with his contacts in the field. He wishes that there were
a better system for rating the credibility of the people making
comments and presenting papers online. He thinks of the book
rating system on Amazon.com. Whenever he looks for books on
a given topic, he finds that he can pinpoint the best book
in the category by reading the reviews posted on the site.
Or whenever he bids on product on EBay, he is able to quickly
assess the credibility of the seller by checking out their
ratings by previous buyers. If only he could have the same
kind of peer-reviewed rating system for online information
on development projects. |
Persona
of an Academic Researcher |
|
Name: |
Stephanie Kam |
Member of: Engineers without Frontiers |
Title: |
PhD candidate |
Organization: |
UC Berkeley School of Information
Management and Systems |
Age: |
29 |
Education: |
Computer Science and Development
Economics, Stanford University |
Specialties: |
Microfinance networks, IT
for Development |
Responsibilities: |
Remain abreast of research
and news in South East Asia
Write papers on relevant topics
Attend conferences and presentations |
Summary:
Stephanie is a 29-year-old graduate student at the University
of California, Berkeley, pursuing a PhD in Information Management
and Systems. Her focus is on Microfinance networks, and
she plans to work in South East Asia once her degree is
completed in 2005. Before coming to Berkeley, Stephanie
lived in Oahu, Hawaii, where she was the director of a non-profit
which implemented technology projects in developing countries
throughout South East Asia. For the past six years, some
part of Stephanie's work has involved research in development-related
projects, work which has increased significantly since joining
Berkeley in 2003. Stephanie starts her day early, and has
a more or less fixed weekly schedule of classes and research
hours. She uses the Internet as her primary research tool
- Google is her most favored starting point.
Stephanie likes to go a free text search on Google, and
has been a faithful user of its searches for over four years
now. She cannot remember the last time she used any other
tool as a primary online research tool. Stephanie often
uses websites of international organizations and funding
bodies to back up information available to her through the
net, since a lot of her work involves international agencies.
She finds her search process fairly tedious as she runs
through a number of sites for each topic she researches,
often coming up with the same information over and over.
She finds the UC Library systems useful as a second layer
of search, and frequently uses it to search for articles.
Whenever Stephanie comes across the name of an individual
in her area of studies, while surfing through Google, she
makes it a point to do a quick search of that name on Pathfinder
to check for publications.
Stephanie is skeptical of most of the papers she finds
on the Web. Her rigorous academic mind finds much of their
contents to be exaggerated, vague, or short on empirical
evidence. She would like to find a more convienient and
accessible way to get feedback and commentary from sources
she trusts on the documents and reports on projects that
she finds online. She is especially interested in getting
more direct commentary from development professionals working
in the field in developing countries. She would be willing
to contribute her knowledge and expertiese to a site that
included this type of commentary if she saw sufficient input
from other participants.
Stephanie is skeptical of most of the
papers she finds on the Web. Her rigorous academic mind
finds much of their contents to be exaggerated, vague, or
short on empirical evidence. She would like to find a more
convenient and accessible way to get feedback and commentary
from sources she trusts on the documents and reports on
projects that she finds online. She is especially interested
in getting more direct commentary from development professionals
working in the field in developing countries. She would
be willing to contribute her knowledge and expertise to
a site that included this type of commentary if she saw
sufficient input from other participants.
Goals:
- Locate quality research, sift out speculative, unsubstantiated
claims and find rigorously documented research.
- Advance understanding of the role of technology in
sustainable development by contributing her knowledge
and expertise and collaborating with other professionals
in her field.
|
Persona
of an NGO Region Specialist |
|
Name: |
Jeff Calder |

|
Title: |
Regional Program Director,
Sub-Saharan Africa |
Company: |
Schools Online |
Age: |
31 |
Education: |
BA Political Science and
International Affairs, Columbia University |
Work Experience: |
Peace Corps Volunteer, Uganda,
US Department of Commerce African Trade Policy Analyst |
Summary:
Jeff works for Schools Online, a non-profit organization
based in San Jose, California whose mission is to help students
gain access and use the communication and information resources
of the Internet for learning and cross-cultural dialogue.
They accomplish this by providing appropriate technology
and Internet access, developing locally-driven and sustainable
Internet Learning Centers, facilitating teacher professional
development, cultivating online cross-cultural projects,
and sharing our knowledge and experience.
Before coming joining Schools Online, Jeff was a Peace
Corps volunteer in Uganda where he worked on projects to
develop new schools in rural villages. During his time in
Africa he developed a passion for working on improving living
conditions for the poor of the world, and developed a strong
network of contacts in government agencies in Africa and
non-profit organizations such as UNICEF and the United Nations.
Upon returning to the United States, Jeff took a position
in Washington, DC in the Department of Commerce where he
was a research analyst specializing in US-Africa trade policy,
and after two years there, joined Schools Online to refocus
his career on his twin passions: education and Africa.
Jeff's current project as regional program director for
sub-Saharan Africa, to develop a new education initiative
for high school students. To develop these programs, Jeff
does extensive research to learn about related projects
and organizations, often drawing upon his extensive network
of contacts in Africa and Washington. In addition he searches
through as many newspapers and journals he can, and uses
his phone quite often, setting up meetings and discussing
ideas. Many of his notes are scribbled on pieces of paper
while he travels, and prints out many articles he may come
across online in fear of not having future access to that
same article. He is also inundated with several conferences
and seminars that all seem to overlap and have similar goals.
All of this information is scattered and difficult to keep
track of. Jeff wishes that there was a single source to
go to learn about projects that would have interlinked data
about related projects, contact information, and the ability
to contribute information to help others in his shoes.
Goals:
- Find quality information on programs using technology
in education.
- Find background information on people and organizations
working in his target region of sub-Saharan Africa to
determine if they will be reliable and fruitful partners.
|
Persona
of an NGO Fundraiser |
|
Name: |
Betsy Pointifico |

|
Title: |
Fundraiser |
Company: |
SaveZimbabwe.org |
Age: |
33 |
Education: |
B.S. in Communications |
Specialties: |
Grant writing, networking,
graphic designer |
Responsibilities: |
Write Grant Proposals, Contact other organizations
via email, phone calls, Attend conferences, Research current
and past regional development projects. |
Summary:
Betsy is a woman in her early thirties, focused on generating
interest and funds for her non-profit organization SaveZimbabwe.org.
The non-profit's aim is to raise awareness of issues affecting
Zimbabwe and help solve the countries' health and environmental
issues.
Coming from a communications background, Betsy is quite
familiar with interacting with others and establishing clear
relations. She has spent a few years working in telemarketing
with a local real estate firm, but now focuses on leveraging
those skills for a more positive cause. Betsy is an inexperienced
web surfer, but is clearly skilled with email, office software,
and database searching.
Betsy started her day by checking email and catching up
with her phone calls. She understands the importance of
an overview meeting with her fellow Zimbabwe field researchers,
and tries to grasp the current situation of their progress.
She then determines what individuals and organizations are
most important to contact based on numerous disparate sources
including her contact list, past contributors, Philanthropy
Journal, private foundation directories, and her favorite
web tool - Google.
At this point, Betsy must contact the available leads
to hopefully bring in enough funding, but realizes her chances
are slim. She has to search through a variety of sources
to find out who is funding other projects, how much they
are funding, and if they would be willing to help an organization
like hers.
Goals:
- Achieve expected budget
- Generate new interest and excitement about her organization
- Secure existing and potential donors and grants
|
Task Analysis |
Key: |
high
frequency
(hi) |
medium
frequency
(med) |
low
frequency
(lo) |
* = optional task |
Task |
Stephanie Kam |
Jeff Calder |
Betsy Pointifico |
Locate Relevant Research |
Search for information on individuals |
med |
hi |
hi |
Search for information on organizations |
hi |
hi |
hi |
Search for information on related existing research/projects
|
hi |
hi |
hi |
Increase Exposure/Awareness of Organization |
Link to websites with similar content/users |
low |
low |
hi |
Post information to mailing lists, forums |
low |
hi |
med |
Writing grants, papers, research results |
hi |
low |
hi |
Disseminate information at conferences, meetings* |
low |
low |
hi |
Find new Contacts & Funding Sources |
Find entities with existing programs |
low |
hi |
hi |
Develop new contacts |
low |
hi |
hi |
|
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