Supp Notes: Role Playing - "CAST OF CHARACTERS" Technique
Karon MacLean
 

 
introduction
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When I'm crafting a high-performance UI where users will spend a great deal of time, I like to create sand tell stories about several prototypical users (imaginary, or better yet, based on people we know) whom the group agrees will together span the space of people likely to use the thing. We give these people names and get to know their needs and desires and constraints; the more real they become to us, the easier it is for us to rally around them and have a common story about what we are doing.

As we design new features and abilities and modify layout and flow, we keep these people in mind and continually ask ourselves if the changes work for each of them. At some point, we may decide to focus on a smaller subset of the proto-users because the group as a whole has needs that are too diverse to accomodate.

Credits: Bonnie Johnson's group at the erstwhile Interval Research first introduced me to this technique.

design example: WorkNode
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Below are the developed Cast of Characters for a real project I did while consulting for a Silicon Valley startup in 1999-2000. The product was an ASP (application service provider)-like service wherein individuals, companies or organizations could purchase access to remotely hosted applications, dataspace, and compute power. Advantages included not having to purchase expensive but lightly used applications, mobile access to many different functions, lower cost of system administration by organizations. Essentially, the user's own networked computer simply acts as a "terminal" onto their WorkNode account, where he/she has access to a large body of utility from any location. We were also interested in how this product would work in a corporate setting.

The company (WorkNode is not its real name) was in the middle of technical development when I become involved, but needed help in identifying its user group and crafting the actual product and how it worked to their needs. The cast of characters here started as an initial exercise I lead with members throughout the company to begin this process, and were further developed through the following year. We eventually selected three of them, further refined, as the customers we wanted to go after first; their names became common jargon in the office.

cast of proto-users
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Carl the CADMan

Carl is an electrical engineer who designs circuits for a small Silicon Valley electronics firm. His company pays for Carl and his co-workers to connect through WorkNode to ORCAD, their principal CAD software application, because it's more economical for them to do that than maintain the software on-site. Carl and most of his co-workers use WorkNode only to connect to ORCAD and maybe some other applications; they don't use it for email or web hosting, since that's all handled on the company's network.

Carl doesn't travel often or work at home; but he generally works on designs together with different teams at work. They need to be able to see each other's work and in some cases, to modify it. Carl spends lots of time (8-10 hours a day) using this CAD program from a pretty good PC workstation in his cubicle. Reaction speed and application performance are very important to him. So is security, since these designs represent key company IP.

... an extension:  The fabrication group at Carl's company uses another piece of software, also WorkNode-hosted, which talks to ORCAD, the circuit design software. WorkNode's arrangement supports passing Carl's ORCAD design back and forth to Joe's fabrication software.


Tony the Telecommuter

Tony lives in Manchester where his wife has a good job, but works for a company in Silicon Valley. He spends perhaps one week a month in San Jose, but the rest of the time he works out of his home office in Manchester. He can't get DSL yet, so he has to rely on a modem connection to his company's site. Some of what he does can be offline, but not everything; and he frequently feels isolated from the group that's onsite. ...


Sandra the Self-Employed Landscape Designer

Sandra has just gone into business for herself, using a home office. She buys time on the landscape software she learned to use in school through WorkNode because there's no way she could afford it on her own at this stage. She also uses WorkNode to host her business website and handle her email, because her company has a pretty small margin and she's very cost-conscious. In the future, she hopes her business will grow and she'll probably want more functionality in these domains (email and web hosting) than WorkNode provides.

Although she does the bulk of her hard-core development in her home office, Sandra does travel quite a bit; she has to visit sites which may be in her neighborhood or across the state, and in those locations she needs to work, and to give online / interactive presentations to her clients - showing walkthroughs of their site plans and allowing them to suggest changes and modify them on the spot. She might need to connect through a random phone line (or wireless modem) on a new site, or through someone's firewall within a company. Both of these means of connection must be reliable, even if they aren't super-fast. She's willing to download things beforehand to make sure she'll be able to make a presentation and edit a project a bit while offline.
 


Theresa the Teacher

Theresa is a professor in Lo-Tech U's mechanical engineering department. She wants to provide her students with access to state-of-the-art versions of several applications they'll use in industry when they graduate, but with university funding being what it is, there's no way she can provide licensed copies to all the students. There's also a concern with the students bootlegging the software.

The software manufacturers are sympathetic to her problem (they'd like to influence this impressionable young market) but it's logistically expensive for them to provide free or cheap software to every university in the country. Keeping it up to date is even worse.

However, they've found a great solution. They can offer student access to their software through WorkNode, for a greatly discounted rate. The software company and the university split a small fee to WorkNode that pays for hosting the software. The software company makes no direct profit on the deal, but gains a lot of customers.

WorkNode offers a special kind of site-service which is a Class Site. The class's teacher creates the site, and authorizes a list of login ID's, a list of accessable applications and a usage cap (depending on the deal) for each user ID. Each student gets a sub-site within the Class Site where they keep their work. The teacher can look at all of these sites, but other students can't. The Class Site also includes a public area where the teacher can create a showcase for the student projects, and course documentation. The university (department or prof's teaching account) is not billed, although they probably have to sign something to endorse the school's use of the site and get the free application usage.This makes it much more feasible for the teacher to be able to use the service in a lightweight, reconfigurable way, since academic administrators move very slowly on things like this. However, in some circumstances the school might need to pay for part of the service, in which case there would probably be some kind of joint billing.

[The teacher scenario comes out of my own experience trying to teach a course online, when the university in question wasn't quite up to speed in web hosting and couldn't afford an IS group. It would have been really great to farm out the logistical part of it, and the application hosting would have been even better.]

[A similar scenario might work with secondary schools. Here, a big perk might be the fact that a lot of secondary schools have to make do with a motley collection of computers, mix of Macs and PC's of different vintages; these are tough to give a consistent setup. However, through a WorkNode site, the system administrator would only have to make sure they have net access and a browser. From there, everyone accesses their own account and the same set of tools, configured as the teacher chooses; but without any appreciable network expertise required.]


Barney the Business Traveler

Barney is a licensing rep for a big company, and is on the road all the time. He has all the usual electronic comm devices: laptop, cell phone, pager, wireless PDA and even a GPS he keeps in his rentacar to help find his way around in strange cities.

Barney uses Powerpoint and Excel (and has no particular desire to learn linux) but aside from that he mainly just needs to be connected - get and send messages from anywhere and be on top of a few key websites, and without booting up the computer all the time. (He also likes to check his stock at a high frequency, and be warned when something relevant happens). He'd like to be able to give presentations easily from a client site, just by bringing up a web page from one of their computers; but the way his company's firewall is set up, it's a real pain to access anything unofficial from outside its firewall.

WorkNode can help here by hosting his presentation on a website external to both firewalls, but browser-accessible from both sites.  But, he wants to run that presentation on WorkNode software because the local company might not have the same versions. [How else can WorkNode help Barney?]


Sally the Scientist

Sally is a research scientist, working in a university setting or an industry lab. She has a lot of freedom and sophistication in setting up her computer system, prefers linux to windows (although she often co-writes papers with diehard windows users), and tends to work physically in a lot of different locations - her office at work, her kitchen table at home, in hotel rooms at conferences, in friends' homes, on the airplane. When traveling, which she does a few times a month, she likes to check mail a couple of times a day; and she has to dial a long distance number to access the net, so she'd like to keep those mobile accesses short. She feels more comfortable having local executables of the applications she uses most frequently since her network access is so often tenuous.

Sally uses a lot of different applications - scientific, word processing, presentations, photoshop and even management. She mixes her personal and work computer uses freely - her home remodeling plans are on her laptop right next to the research paper she's working on. She often goes months or even years without using some application, but then needs it "right now" for some special job.

She can't really justify paying full price out of her cramped research budget for such things, but WorkNode allows her the luxury of such "dabbling" for a moderate price.  WorkNode also allows her to "try out" applications she thinks she might like to have around all the time or use in her teaching, but doesn't want to make the investment in until she's really explored them. Sometimes for short trips or when she's trying to leave her work behind, she'd like to leave her laptop behind too; but really needs to keep up with her email and voice mail (again, preferably without calling a long-distance access number). She'd like to use her palm pilot for this.


Frank the Family Man

Frank is a house husband, who is raising his and his wife's two children while writing a book. He's based pretty much at home, travels occasionally but doesn't need to be connected when he does. However, he does want to keep in touch with his friends and family on email, keep up his family's website with lots of pictures of the kids (which for privacy reasons he'd like to only let authorized friends and family see), and do a little desktop publishing and web research relating to the book he's writing.

[How can WorkNode help Frank?]