Hypothetical archetypes of actual users. 124

Don’t make up personas, discover them as a byproduct of the investigation proces. Do make up their names and personal details.124

Personas are defined by their goals. 124

Design for just one person. 124

Trying to please too many different points of view can kill an otherwise good product. 125

Having people love your product, even if it’s only a minority, is how you succeed. 125

The broader a target you aim for, the more certanity you have of missing the bulls-eye. 126

By narrowing your focus, you can generate fanatical customer loyalty in your target market. 126

In our design proces we newer refer to “the user.” Instead, we refer to a very specific individual: a persona. 128

The more specific we make our personas, the more effective they are as design tools. 128

We don’t just say that Emilee uses business software. We say that Emilee uses WordPerfect 5.1 to write letters to gramma. 128

If my persona is a nurse, I will use a woman rather than a man, not because there are no male nurses, but because the overwhelming majority of nurses are female…. I am shooting for believability, not diversity. 128

It’s important not to confuse a precise user taxonomy with a real person. 129

Every cast of characters has at least one primary persona. The primary persona is the individual who is the main focus of the design. To be primary, a persona is someone who must be satisffied but who cannot be satisfied with an interface for any other persona. 137

… each primary persona requires a separate and unique interface. If we identify two primary personas, we will end up designing two interfaces. 137

If we find more than three primary personas, it means that our problem set is to large and that we are trying to accomplish to much at one time. 137

We assemble all of them on a single sheet of paper containing their names, pictures, job descriptions, goals and often telltale quotes. 138

Kapitel 10, Designing for Power
A persona exists to achieve his goals, and the goals exist to give meaning to a persona. 149

Cognitive friction comes with interaction, and interaction is only necessary if there is a purpose, a goal. 149

Good interaction design has meaning only in the context of a person actually using it for some purpose. 149

The most important personal goal is to retain one´s dignity: to not feel stuppid. 150

A goal is an end condition, whereas a task is an intermediate process needed to achieve the goal. 150

Tasks change as technology change, but goals have the pleasant property of remaining very stable. 150

Personal goals:
* Not feel stupid
* Not make mistakes
* Get an adequate amount of work done
* Have fun (or at least not be too bored)

Personal goals always take precedence over any other goals,… 156

Corporate goals:
* Increase our profit
* Increase our market share
* Defeat our competition
* Hire more people
* Offer more products or services
* Go public

Practical goals:
* Avoid meetings
* Handle the client’s demands
* Record the clients order
* Create a numerical model of the business

The lights in your office, for example, are hygienic factors. You don’t go to work because the lights are nice, but if there were no lights at all, you wouldn’t bother showing up. 157

Of course your software has to have the features built into it to accomplish the goals of the business. The user must perform the tasks necessary to handle clients’ demands and process orders, but these are only hygienic, because offering these features without addressing the user’s personal goals will fail. If the fails to achieve her own personal goals, she cannot effectively achieve the company’s. 158

False goals:
* Save memory
* Save keystrokes
* Run in a browser
* Be easy to learn
* Safeguard data integrity
* Speed up data entry
* Increase program-execution efficiency
* Use cool technology or features
* Increase graphic beauty
* Maintain consistency across platforms

…humans react to computers in the same way that they react to other humans. 159

If we want users to to like our software, we should design it to behave like a likeable person. 160

Polite software is intersted in me. 162

Polite software anticipate my needs. 165

Polite software is well informed.166

Kapitel 11, Designing for People
As the design work becomes more detailed, scenarios become more and more effective. 179

We try to think the way our persona thinks. We forget our own education, ability, training, and tools, and imagine ourselves as having his background instead. 179

Scenarios are constructed from the information gathered during our initial investigation phase. Typically, in both interviews and direct observation of users, we learn a lot about their tasks. 180

Effective scenarios need to be complete in breadth more than in debth. In other words, it is more important that the scenario is described from start to finish than that it cover each step in exhaustive detail. 180

Daily-use scenarios are the most useful and important. 180

In general, most users only have a very limited repertoire of daily-use scenarios. One or two is typical. More than three is rare. 180

Daily-use scenarios need the most robust interaction support. New users must master them quickly, so they need to be supported by good, build-in pedagogy. 180

Necessary-use scenarios include all actions that must be performed, but that are not performed frequently. 180

We must provide for all scenarios, but we need to design only for those that are important or that will occur frequently. 181

Inflecting the interface: The interface can be simplified dramatically by placing the controls and data needed for the daily-use scenarios prominently in the interface and moving all others to secondary locations, out of normal sight. 182

Pretend it’s magic: We often use a creative-thinking exercise we call “pretend it’s magic,” in which we act through a scenario with a “magic computer” that has no constraints at all. 185

This exercise increases the contrast between tasks and goals. When technology changes, tasks usually change, but goals remain constant. 185

By imagining a magic technology, we force all tasks to change, thus highlighting the goals. 185