TODAYS SYSTEMS ARE THEY ARE DESIGNED BASED ON

THEY ARE DESIGNED LOGICALLY LIKE WE ARE DESIGNING FOR

MACHINES

but we should be designing for AND PEOPLE DO UNEXPECTED

people

ILLOGICAL THINGS

logic will tell you

more choice is better

when people have too many choices, they suffer from speed dating and investing

paralysis

when people have too many choices, they suffer from with poor returns

poor choices

when people have too many choices, they suffer from questioning their choices and left with regret

uncertainty

people will show you

less choice is best

the paradox of

capability vs. usability

making choices can be

difficult

making GOOD choices...

really difficult

&7&3:

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why should you use godd design?

avoid opinion wars The average user doesnt exist youre probably not the target audience

godd design requires

defining goals & collecting data

where does the data come from? stake holders, analytics, customer support

internal

where does the data come from? customer, customer advocates, subject matter experts, industry research

external

how do we communicate the data?

traditionally through requirements

godd design requires defining goals and collecting data but the most important part is

visual communication

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The o ce of a small accounting rm in a major city in the US. Sharon feels overworked. She has to work overtime this week to re-enter the nancial documents they lost due to a virus attack last week. Her boss Ken still keeps his calendar on paper, which makes it di cult to schedule meetings. And shes tired of getting phone calls from clients in a panic, because their Quickbooks le was too big to email and they didnt receive it in time.

"GUFS
4DFOF
The o ce of a small accounting rm in a major city in the US. Now that they have Comcasts Business Center, Sharon feels much more relaxed at work. All their important les are backed up at the end of the day. Shes able to schedule appointments for her boss and automatically notify him. Last week she used the new web conferencing feature to get training on a new software application they purchased.

4VC
5BTLT

Sharon does some comparison shopping for small business services.

Sharon selects a service provider.

Sharon sets up the primary account.

Sharon selects a hosting package.

Sharon sets up a comcast.net email address.

Sharon sets up an mail account setup.

Sharon sets up an email alias.

Sharon sets up an email forward (distribution list).

Sharon creates a new web page.

4DFOBSJP

Sharon needs email, le storage and backup assistance. She's been thinking about making a company website as well.

Sharon has determined that Comcast has the best solution to t their small business needs.

Sharon has scheduled an activation with Comcast. She has an installation appointment on Tuesday.

Sharon has determined that Comcast has the best solution to t their small business needs.

Sharon has selected the free basic hosting package and wants to setup the .net email address.

Sharon needs to setup email accounts for the other employees at the o ce.

Sharon wants a to make sure that emails sent to Sharon, SharonReynolds, Sharon.Reynolds and sreynolds are all sent to her Sharon@parowitz.com account. Sharon, Nicole, Erin and Shane

Sharon wants a to make sure that general email inquiries are sent to her, Ken and Ron.

Sharon needs to create a new web page to their site.

&YUFOET
UP

Sharon, Nicole and Shane

Sharon, Nicole and Shane

Sharon, Nicole, Shane

Sharon, Nicole and Shane

Sharon, Nicole, Shane

Sharon, Nicole, Erin and Shane

Sharon, Nicole, Erin and Shane

Sharon, Nicole, Erin and Shane

*OGMVFODFST

Price, number of pages, number of email addresses, client communication management, internal collaboration, remote access to email (web-mail), le backup. Selecting the right package.

Communicates the packages in terms they understand (e.g. number of pages, email addresses)

Availability of primary account name. Memorability of primary account name and password.

Communicates the packages in terms they understand (e.g. number of pages, email addresses)

Ability to add email address quickly and easily. Ability to add the email address she needs.

Ability to add email address quickly and easily. Ability to add the email address she needs.

Ability to add email alias quickly and easily. Understanding when to use an alias vs. a forward.

Ability to add email forward quickly and easily.

Ability to create pages add images and text easily, preview before publishing page, make changes quickly, allow others to add a page to the site.. Doesn't require knowledge of HTML/CSS. Linking/navigation so customers can nd the new page. Doesn't understand what FTP is. Doesn't know how page structure a ects SEO.

1BJO1PJOUT
My boss needs to think its useful, but Im the one who has to use it.

Knowing which package is right for them. How many pages do they need?

Already has several usernames and passwords. Having one more to remember.

Knowing which package is right for them. How many pages do they need?

Not being able to get the email address they want. Di culty in coming up with similar email addresses that are available. Not sure what pop and smtp are and how to setup their email account. S5.1 (1) Visit admin dashboard (control panel) screen. The customer visits the admin dashboard.

Doesn't know what pop and smtp are. Not sure how username is di erent from email address, or if they are case sensitive. Doesnt like it when the email address they want isnt available. S6.1 (1) Visit admin dashboard (control panel) screen. The customer visits the admin dashboard.

Not sure when to use an alias and when to use a forward.

Not sure when to use an alias and when to use a forward.

'VODUJPOBMJUZ

S1.1 (1)

Search for services. The customer searches Google, Yahoo! or other sites for "web hosting," "search engine promotion," and "small business solutions".

S2.1 (1)

Begin sign-up. The customer visits the business services landing screen, receives a phone call from Comcasts business division, or a salesperson visits their o ce

S3.1 (1)

Installer shows up.

S4.1 (1)

Visit account sign-up screen. The customer visits the business services landing screen.

S7.1 (1)

Visit admin dashboard (control panel) screen. The customer visits the admin dashboard.

S8.1 (2)

Visit admin dashboard (control panel) screen. The customer visits the admin dashboard.

S9.1 (1)

Add a new web page. The customer launches the Web page creation application and is automatically prompted to add a new page to their site.

S1.2 (1)

Visit web hosting and small business solutions sites. Customer visits several of the search results, evaluating o erings, pricing and the "credibility" of the provider based on the website design.

S2.2 Select a package. The customer selects the small (1) business solutions package they want to sign up for.

S3.2 Installer provides the account info (bill). (1)

S4.2 Select a hosting package. The customer selects the package (1) they want to sign up for.

S5.2 Create new account. The customer selects the "Add new (1) email account" option.

S6.2 Create new account. The customer selects the "Add new (1) email account" option.

S7.2 (1)

View email accounts. The customer selects the option to view email accounts.

S8.2 Create new account. The customer selects the "Add email (2) forward" option.

S9.2 (2) Select a theme. The customer selects a theme for their new web page.

S1.3 (2)

Request additional info. The customer contacts the service provider, explaining their situation and asking which package is the best for them.

S3.3 Account activation. Sharon visits the account activation (1) screen.

S4.3 Select a domain. The customer selects to transfer an (1) existing domain, or chooses a new domain for hosting.

S5.3 Enter account information. The customer enters the person's (1) name and desired email address.

S6.3 Enter account information. The customer enters the person's (1) name, desired email address, password, aliases and size limit.

S7.3 (1)

Select email account. The customer selects the email address they want to create an alias for.

S8.3 Enter forward information. The customer enters the email (2) address and "forward to" information.

S9.3 (2) Select a template. The customer selects a template for the new page (e.g. Home, About, Article, Photos, Blank)

think of it as your 60 page requirements document

S1.4 (4) Ask for recommendation. The customer asks for a recommendation from a friend. S3.4 Setup primary account. Sharon sets up the primary account. (1) S4.4 Select alternate domains. The customer selects additional, (2) alternative domains. S5.4 Con rmation. The system displays a con rmation (1) that the email account was set up with next steps (e.g. Add another email account, Setup your email program, Return to dashboard) S1.5 (1) Print o erings. The customer prints the page showing the di erent service o erings. S3.5 First time visitor screen. The customer nishes activation and (1) visits the rst time (activation, upsell, welcome) screen. With a "did you know you could" with the option to come back to this later. S4.5 Select add-on services. The customer selects add-on services (1) (e.g. email virus scan, blogging software, on-line marketing, collaboration) S5.5 Setup email program. The customer selects this option and (1) instructions for con guring an email application are displayed (e.g. incoming/outgoing mail servers, username, password) S1.6 (1) Collect mailers. The customer collects various promitional materials they have received in the mail from service providers. S4.6 Provide contact and billing information. (1) The customer provides billing and contact info. S5.6 Print instructions. The customer selects this option to (1) print the instructions.

on one page
S4.7 (1) Review order. The customer reviews their order. S5.7 (1) Add another email account. The customer selects an option to add another email address and the process repeats. S6.7 (1) S4.8 Place order. The customer places their order. (1) S4.9 Con rm order. The customer views the order (1) con rmation screen with next steps.

S6.4 Con rmation. The system displays a con rmation (1) that the account was set up with next steps (e.g. Add another email account, Setup your email program, Return to dashboard) S6.5 Setup email program. The customer selects this option and (1) instructions for con guring an email application are displayed (e.g. incoming/outgoing mail servers, username, password)

S7.4 (1)

Add alias. The customer selects the "Add alias" option to create an alias for this account.

S8.4 Con rmation. The system displays a con rmation (2) that the forward was set up with next steps (e.g. Add another email forward, Return to dashboard)

S9.4 (1) Name page. The system automatically names the page based on the title provided by the customer.

S7.5 (1)

Enter alias. The customer enters the alias for the address and selects "create alias."

S8.5 Add another email alias. The customer selects an option to (2) add another email forward and the process repeats.

S9.5 (1) Add text. The customer adds text to the page template and formats it.

S6.6 Print instructions. The customer selects this option to (1) print the instructions.

S7.6 (1)

Con rmation. The system displays a con rmation that the alias was set up with next steps (e.g. Add another alias for this account, Add alias for another account, Return to dashboard)

S9.6 (1) Add images. The customer selects an image from their computer or local network and places it in the page.

S1.7 (4)

Create short-list. The customer creates a short-list of 3-5 options to show the decision makers (boss).

Add another email account. The customer selects an option to add another email address and the process repeats.

S7.7 (1)

Add another email alias. The customer selects an option to add another email alias and the process repeats.

S9.7 (2) Tag page. The customer can select (add) tags and categories for the page.

S1.8 (4)

Present to decision makers. The customer shows the short-list to their boss to pick a provider.

S9.8 (2) Check spelling. The customer can run spell check on the existing page.

S1.9 (4)

Select a provider. The customer selects a provider and begins the activation process.

S9.9 (2) Preview page. The customer previews the new page prior to publishing it. Publish. The customer publishes the

S4.10 Email receipt. The customer receives an electronic (1) receipt via email.

S9.10 page to their website. (1) Next steps. The customer is prompted with next steps (e.g. Create another page, Announce this page to customers)

S4.11 Welcome orientation email. The customer receives an instruc(1) tional email with the administration URL, mail server info, DNS info, etc.

4FSWJDF
4FMFDUJPO
BOE
4FUVQ

$PNQJMFE
5BTL
"OBMZTJT #FGPSF
4DFOF
The o ce of a small accounting rm in a major city in the US. Sharon feels overworked. She has to work overtime this week to re-enter the nancial documents they lost due to a virus attack last week. Her boss Ken still keeps his calendar on paper, which makes it di cult to schedule meetings. And shes tired of getting phone calls from clients in a panic, because their Quickbooks le was too big to email and they didnt receive it in time.

"GUFS
4DFOF
The o ce of a small accounting rm in a major city in the US. Now that they have Comcasts Business Center, Sharon feels much more relaxed at work. All their important les are backed up at the end of the day. Shes able to schedule appointments for her boss and automatically notify him. Last week she used the new web conferencing feature to get training on a new software application they purchased.

4VC
5BTLT

Sharon does some comparison shopping for small business services.

Sharon selects a service provider.

Sharon sets up the primary account.

Sharon selects a hosting package.

Sharon sets up a comcast.net email address.

Sharon sets up an mail account setup.

Sharon sets up an email alias.

Sharon sets up an email forward (distribution list).

Sharon creates a new web page.

Sharon edits a web page.

Sharon installs anti-virus.

Sharon sets up a le backup account.

Sharon sets up a le backup.

Sharon sets up a web conference account.

Sharon sets up a web conference.

Sharon wants to manage account access privileges.

4DFOBSJP

Sharon needs email, le storage and backup assistance. She's been thinking about making a company website as well.

Sharon has determined that Comcast has the best solution to t their small business needs.

Sharon has scheduled an activation with Comcast. She has an installation appointment on Tuesday.

Sharon has determined that Comcast has the best solution to t their small business needs.

Sharon has selected the free basic hosting package and wants to setup the .net email address.

Sharon needs to setup email accounts for the other employees at the o ce.

Sharon wants a to make sure that emails sent to Sharon, SharonReynolds, Sharon.Reynolds and sreynolds are all sent to her Sharon@parowitz.com account. Sharon, Nicole, Erin and Shane

Sharon wants a to make sure that general email inquiries are sent to her, Ken and Ron.

Sharon needs to create a new web page to their site.

Sharon needs to edit an existing web page on their site.

Sharon wants to install anti-virus software on the machines in the o ce.

Sharon wants to try out the le backup feature for the important documents in the o ce.

Sharon wants to set up a scheduled le backup for the important documents on her machine.

Sharon wants to try out the web conferencing software for some upcoming training they have planned.

Sharon wants to set up a web conference for their upcoming training.

Sharon wants to give the new o ce assistant the ability to add email accounts.

&YUFOET
UP

Sharon, Nicole and Shane

Sharon, Nicole and Shane

Sharon, Nicole, Shane

Sharon, Nicole and Shane

Sharon, Nicole, Shane

Sharon, Nicole, Erin and Shane

Sharon, Nicole, Erin and Shane

Sharon, Nicole, Erin and Shane

Sharon, Nicole, Erin and Shane

Sharon, Nicole, Erin and Shane

Sharon, Nicole and Shane

Sharon, Nicole, Erin, Shane, Tom, Ken and Ron.

Sharon, Nicole, Erin and Shane

Sharon, Nicole, Erin, Shane, Tom, Ken and Ron.

Sharon, Nicole and Shane.

*OGMVFODFST

Price, number of pages, number of email addresses, client communication management, internal collaboration, remote access to email (web-mail), le backup. Selecting the right package.

Communicates the packages in terms they understand (e.g. number of pages, email addresses)

Availability of primary account name. Memorability of primary account name and password.

Communicates the packages in terms they understand (e.g. number of pages, email addresses)

Ability to add email address quickly and easily. Ability to add the email address she needs.

Ability to add email address quickly and easily. Ability to add the email address she needs.

Ability to add email alias quickly and easily. Understanding when to use an alias vs. a forward.

Ability to add email forward quickly and easily.

Ability to create pages add images and text easily, preview before publishing page, make changes quickly, allow others to add a page to the site.. Doesn't require knowledge of HTML/CSS. Linking/navigation so customers can nd the new page. Doesn't understand what FTP is. Doesn't know how page structure a ects SEO.

Ability to select page for editing, edit, preview and publish quickly and easily. Ability to allow others to edit an existing page. Most systems have a long list of pages and nding the right one is di cult.

Ability to download and install on multiple machines. Automatic detection of viruses. Ability to schedule virus scans.

Instant access w/o downloading something. Ability to get up and running quickly and easily. If download is required, make it fast. Ability to use from multiple machines in the o ce. Doesnt like having to download things to make something work over the web. Doesnt like being required to use a speci c browser. Slow connections or loss of important les. S12.1 Visit admin dashboard (control panel) screen. (1) The customer visits the admin dashboard.

Ability to perform initial backup quickly and easily. Ability to schedule a future backup quickly and easily. Ability to perform unattended backups. Jumping through multiple screens to schedule a backup. Not knowing when the last backup was performed. Not knowing what les on her machine are currently not backed up. S13.1 Visit admin dashboard (control panel) screen. (4) The customer visits the admin dashboard.

Instant access w/o downloading something. Ability to get up and running quickly and easily. If download is required, make it fast. Ability to use from multiple machines in the o ce. Doesnt like having to download things to make something work over the web. Doesnt like being required to use a speci c browser. Slow connections or loss of video/audio. S14.1 Visit admin dashboard (control panel) screen. (1) The customer visits the admin dashboard.

Ability to schedule a conference quickly and easily. Ability to invite multiple attendees. Ability to add the conference to their calendar and receive a reminder. Jumping through multiple screens to schedule a conference. Missing a conference because they werent noti ed (reminded). Slow response time during a conference. S15.1 Visit admin dashboard (control panel) screen. (1) The customer visits the admin dashboard.

Ability to allow others to manage email accounts, create, edit and publish web pages and schedule web conferences.

1BJO1PJOUT
My boss needs to think its useful, but Im the one who has to use it.

Knowing which package is right for them. How many pages do they need?

Already has several usernames and passwords. Having one more to remember.

Knowing which package is right for them. How many pages do they need?

Not being able to get the email address they want. Di culty in coming up with similar email addresses that are available. Not sure what pop and smtp are and how to setup their email account. S5.1 (1) Visit admin dashboard (control panel) screen. The customer visits the admin dashboard.

Doesn't know what pop and smtp are. Not sure how username is di erent from email address, or if they are case sensitive. Doesnt like it when the email address they want isnt available. S6.1 (1) Visit admin dashboard (control panel) screen. The customer visits the admin dashboard.

Not sure when to use an alias and when to use a forward.

Not sure when to use an alias and when to use a forward.

Downloads that take too long. Inability to nd the application once its installed. Inability to remove a program if its not longer needed. Nag screens.

Account management screens with too many options and confusing language.

'VODUJPOBMJUZ

S1.1 (1)

Search for services. The customer searches Google, Yahoo! or other sites for "web hosting," "search engine promotion," and "small business solutions".

S2.1 (1)

Begin sign-up. The customer visits the business services landing screen, receives a phone call from Comcasts business division, or a salesperson visits their o ce

S3.1 (1)

Installer shows up.

S4.1 (1)

Visit account sign-up screen. The customer visits the business services landing screen.

S7.1 (1)

Visit admin dashboard (control panel) screen. The customer visits the admin dashboard.

S8.1 (2)

Visit admin dashboard (control panel) screen. The customer visits the admin dashboard.

S9.1 (1)

Add a new web page. The customer launches the Web page creation application and is automatically prompted to add a new page to their site.

S10.1 Select a page to edit. The customer selects the page they (1) want to edit.

S11.1 Visit admin dashboard (control panel) screen. (1) The customer visits the admin dashboard.

S16.1 Visit admin dashboard (control panel) screen. (4) The customer visits the admin dashboard.

S1.2 (1)

Visit web hosting and small business solutions sites. Customer visits several of the search results, evaluating o erings, pricing and the "credibility" of the provider based on the website design.

S2.2 Select a package. The customer selects the small (1) business solutions package they want to sign up for.

S3.2 Installer provides the account info (bill). (1)

S4.2 Select a hosting package. The customer selects the package (1) they want to sign up for.

S5.2 Create new account. The customer selects the "Add new (1) email account" option.

S6.2 Create new account. The customer selects the "Add new (1) email account" option.

S7.2 (1)

View email accounts. The customer selects the option to view email accounts.

S8.2 Create new account. The customer selects the "Add email (2) forward" option.

S9.2 (2) Select a theme. The customer selects a theme for their new web page.

S10.2 Edit page name. The customer can edit the name of (1) the page. The system should automatically update links.

S11.2 Install anti-virus software. The customer selects the Install (1) anti-virus software" option.

S12.2 Visit le backup screen. The customer selects the Schedule a (1) le backup option and is directed to the le backup account sign-up screen.

S13.2 Backup les. The customer selects the Backup (4) your les option and is directed to

S14.2 Visit web conference screen. The customer selects the Schedule a (1) web conference option and is directed to the web conference account sign-up screen.

S15.2 Schedule a conference. The customer selects the Schedule a (1) web conference option and is directed to the web conference schedule screen.

S16.2 Manage accounts. (4) The customer selects Manage accounts and is directed to the account management screen.

S1.3 (2)

Request additional info. The customer contacts the service provider, explaining their situation and asking which package is the best for them.

S3.3 Account activation. Sharon visits the account activation (1) screen.

S4.3 Select a domain. The customer selects to transfer an (1) existing domain, or chooses a new domain for hosting.

S5.3 Enter account information. The customer enters the person's (1) name and desired email address.

S6.3 Enter account information. The customer enters the person's (1) name, desired email address, password, aliases and size limit.

S7.3 (1)

Select email account. The customer selects the email address they want to create an alias for.

S8.3 Enter forward information. The customer enters the email (2) address and "forward to" information.

S9.3 (2) Select a template. The customer selects a template for the new page (e.g. Home, About, Article, Photos, Blank)

S10.3 Edit text. The customer can edit the text on (1) the page.

S11.3 Run anti-virus. The anti-virus software scans for (1) viruses.

S12.3 Signup for account. The customer signs up for a le (2) backup account with a 3rd party provider.

S13.3 Select les for backup. The customer selects the les on (4) their local/network machine to backup.the e backup screen.

S14.3 Signup for account. The customer signs up for a web (2) conference account with GoToMeeting.

S15.3 Setup meeting time. The customer selects a meeting time (1) and date.

S16.3 Select account. (4) The customer selects an account to manage.

S1.4 (4)

Ask for recommendation. The customer asks for a recommendation from a friend.

S3.4 Setup primary account. Sharon sets up the primary account. (1)

S4.4 Select alternate domains. The customer selects additional, (2) alternative domains.

S5.4 Con rmation. The system displays a con rmation (1) that the email account was set up with next steps (e.g. Add another email account, Setup your email program, Return to dashboard) S5.5 Setup email program. The customer selects this option and (1) instructions for con guring an email application are displayed (e.g. incoming/outgoing mail servers, username, password)

S6.4 Con rmation. The system displays a con rmation (1) that the account was set up with next steps (e.g. Add another email account, Setup your email program, Return to dashboard) S6.5 Setup email program. The customer selects this option and (1) instructions for con guring an email application are displayed (e.g. incoming/outgoing mail servers, username, password)

S7.4 (1)

Add alias. The customer selects the "Add alias" option to create an alias for this account.

S8.4 Con rmation. The system displays a con rmation (2) that the forward was set up with next steps (e.g. Add another email forward, Return to dashboard)

S9.4 (1) Name page. The system automatically names the page based on the title provided by the customer.

S10.4 Edit images. The customer can edit or add new (2) images to the page.

S11.4 Display virus scan results. The application displays a results (1) screen.

S12.4 Create account. The customer selects the Create (2) account option.

S13.4 Perform backup. The customer selects this option to (4) backup the les on their local/network machine.

S14.4 Create account. The customer selects the Create (2) account option.

S15.4 Select meeting options. The customer selects the meeting (2) options.

S16.4 Allow email account management. (4) The customer selects the option to allow the account to manage other email accounts.

S1.5 (1)

Print o erings. The customer prints the page showing the di erent service o erings.

S3.5 First time visitor screen. The customer nishes activation and (1) visits the rst time (activation, upsell, welcome) screen. With a "did you know you could" with the option to come back to this later.

S4.5 Select add-on services. The customer selects add-on services (1) (e.g. email virus scan, blogging software, on-line marketing, collaboration)

S7.5 (1)

Enter alias. The customer enters the alias for the address and selects "create alias."

S8.5 Add another email alias. The customer selects an option to (2) add another email forward and the process repeats.

S9.5 (1) Add text. The customer adds text to the page template and formats it.

S10.5 Edit tags. The customer can edit (add) tags and (2) categories for the page.

S11.5 Schedule virus scans. The application automatically selects (1) future schedule based on the rst run. The customer can change the schedule.

S12.5 Select a plan. The customer selects their backup (2) plan.

S13.5 Schedule backup. The customer selects a backup time (4) and date.

S14.5 Select a plan. The customer selects their web (2) conferencing plan.

S15.5 Invite participants. The customer adds attendees to the (2) invite list and attendees are noti ed of the upcoming meeting.

S16.5 Allow web page creation. (4) The customer selects this option to allow the account to create web pages.

S1.6 (1)

Collect mailers. The customer collects various promitional materials they have received in the mail from service providers.

S4.6 Provide contact and billing information. (1) The customer provides billing and contact info.

S5.6 Print instructions. The customer selects this option to (1) print the instructions.

S6.6 Print instructions. The customer selects this option to (1) print the instructions.

S7.6 (1)

Con rmation. The system displays a con rmation that the alias was set up with next steps (e.g. Add another alias for this account, Add alias for another account, Return to dashboard)

S9.6 (1) Add images. The customer selects an image from their computer or local network and places it in the page.

S10.6 Check spelling. The customer can run spell check on (2) the existing page.

S12.6 Enter billing info. The customer enters their billing (2) information.

S14.6 Enter billing info. The customer enters their billing (2) information.

S15.6 Next steps. The customer has the option to (4) schedule another meeting, or return to the CBC dashboard screen.

S16.6 Allow web page editing. (4) The customer selects this option to all the account to edit web pages.

S1.7 (4)

Create short-list. The customer creates a short-list of 3-5 options to show the decision makers (boss).

S4.7 (1)

Review order. The customer reviews their order.

S5.7 (1)

Add another email account. The customer selects an option to add another email address and the process repeats.

S6.7 (1)

Add another email account. The customer selects an option to add another email address and the process repeats.

S7.7 (1)

Add another email alias. The customer selects an option to add another email alias and the process repeats.

S9.7 (2) Tag page. The customer can select (add) tags and categories for the page.

S10.7 Preview page. The customer previews the new page (2) prior to publishing it.

S12.7 Con rm order. The customer views the order (2) con rmation screen with next steps.

S14.7 Con rm order. The customer views the order (2) con rmation screen with next steps.

S16.7 Allow web page publishing. (4) The customer selects this option to allow the account to publish web pages.

S1.8 (4)

Present to decision makers. The customer shows the short-list to their boss to pick a provider.

S4.8 Place order. The customer places their order. (1)

S9.8 (2) Check spelling. The customer can run spell check on the existing page.

S10.8 Publish. The customer publishes the page to (1) their website.

S12.8 Email receipt. The customer receives an electronic (2) receipt via email.

S14.8 Email receipt. The customer receives an electronic (2) receipt via email.

S16.8 Allow web conference scheduling. (4) The customer selects this option to allow the account to schedule video conference meetings.

S1.9 (4)

Select a provider. The customer selects a provider and begins the activation process.

S4.9 Con rm order. The customer views the order (1) con rmation screen with next steps.

S9.9 (2) Preview page. The customer previews the new page prior to publishing it. Publish. The customer publishes the

S10.9 Next steps. The customer is prompted with next (1) steps (e.g. Create another page, Announce this page to customers)

S12.9 Welcome orientation email. The customer receives an instruc(2) tional email with the administration info.

S14.9 Welcome orientation email. The customer receives an instruc(2) tional email with the administration info.

S16.9 Allow le backup. (4) The customer selects this option to allow the account to backup les.

S4.10 Email receipt. The customer receives an electronic (1) receipt via email.

S9.10 page to their website. (1) Next steps. The customer is prompted with next steps (e.g. Create another page, Announce this page to customers)

S4.11 Welcome orientation email. The customer receives an instruc(1) tional email with the administration URL, mail server info, DNS info, etc.

(MPTTBSZ
Ratings
(1) (2) (3) (4) High - address as soon as possible Medium - address after priority 1 Low - after priority 2 and if there is time in development cycle Future - consider for a future version of the product

#FGPSF
4DFOF

The o ce of a small accounting rm i

Sharon feels overworked. She has to w attack last week. Her boss Ken still kee of getting phone calls from clients in time.

4VC
5BTLT

Sharon does some comparison shop for small business services.

4DFOBSJP

Sharon needs email, le storage an backup assistance. She's been think about making a company website a

&YUFOET
UP

Sharon, Nicole and Shane

*OGMVFODFST

Price, number of pages, number of e addresses, client communication m ment, internal collaboration, remote to email (web-mail), le backup. Selecting the right package.

1BJO1PJOUT
My boss needs to think its useful, but Im the one who has to use it.

'VODUJPOBMJUZ

S1.1 (1)

Search for services. The customer searches Googl Yahoo! or other sites for "web ing," "search engine promotio "small business solutions".

'VODUJPOBMJUZ

S1.1 (1)

Search for services. The customer searches Google, Yahoo! or other sites for "web hosting," "search engine promotion," and "small business solutions".

S2.1 (1)

Begin sign-up. The customer visits the business services landing screen, receives a phone call from Comcasts business division, or a salesperson visits their o ce

S3.1 (1)

Insta

S1.2 (1)

Visit web hosting and small business solutions sites. Customer visits several of the search results, evaluating o erings, pricing and the "credibility" of the provider based on the website design.

S2.2 Select a package. The customer selects the small (1) business solutions package they want to sign up for.

S3.2 Insta (bill) (1)

S1.3 (2)

Request additional info. The customer contacts the service provider, explaining their situation and asking which package is the best for them.

S3.3 Acco Shar (1) scree

S1.4 (4)

Ask for recommendation. The customer asks for a recommendation from a friend.

S3.4 Setu Shar (1)

S1.5 (1)

Print o erings. The customer prints the page showing the di erent service o erings.

S3.5 First The (1) visits welc know com

S1.6 (1)

Collect mailers. The customer collects various promitional materials they have

personas are your

representative profiles of customers based on behavior knowledge and activity

Persona DNA

Lifecycle
Te c hn ai n Do m ol

Knowledge

Ex pe

og y rie nc e

Activities and Interest

Ev er Ju gre en st Fin -inTi d M me or tg a Re ge fin an c In su e Fin ran ce d Le nd Ad er v Fin erti se d Re a Ca lto lcu r la to rs

protoypes are a way to work through and

validate your design

how do you measure success? start with a

baseline

without a baseline you wont know the impact of

your design decisions

after you have a baseline build a

prototype

use the prototype to

validate your design measure and adjust

a practitioners guide to prototyping coming spring 2008

rosenfeldmedia.com/books/prototyping/