User roles in Java

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User roles
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A user role or role model, as defined by Larry Constantine, is an abstraction, a defined relationship between a class of users and their problems, including needs, interests, expectations, and patterns of behavior.7 As abstractions (generally taking the form of a list of attributes), they are not imagined as people, and do not typically attempt to convey broader human motivations and contexts. Holtzblatt and Beyer s use of roles in consolidated flow, cultural, physical, and sequence models is similar in that it attempts to abstract various attributes and relationships abstracted from the people possessing them.8
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5: Modeling Users: Personas and Goals
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We find these methods limiting for several reasons:
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It is more difficult to clearly communicate human behaviors and relationships in the abstract, isolated from people who possess them. The human power of empathy cannot easily be brought to bear on abstract classes of people. Both methods focus on tasks almost exclusively and neglect the use of goals as an organizing principle for design thinking and synthesis. Holtzblatt and Beyer s consolidated models, although useful and encyclopedic in scope, are difficult to bring together as a coherent tool for developing, communicating, and measuring design decisions.
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Personas address each of these problems. Well-developed personas describe the same type of behaviors and relationships that user roles do, but express them in terms of goals and examples in narrative. This makes it possible for designers and stakeholders to understand the implications of design decisions in human terms. Describing a persona s goals provides context and structure for tasks, incorporating how culture and workflow influence behavior. In addition, focusing on user roles rather than on more complex behavior patterns can oversimplify important distinctions and similarities between users. It is possible to create a persona that represents the needs of several user roles (for example, in designing a mobile phone, a traveling salesperson might also represent the needs of a busy executive who s always on the road), and it is also possible that there are several people in the same role who think and act differently (perhaps a procurement planner in the chemical industry thinks about her job very differently from a procurement planner in the consumer electronics industry). In consumer domains, roles are next to useless. If you re designing a Web site for a car company, car buyer is meaningless as a design tool different people approach the task in very different manners. In general, personas provide a more holistic model of users and their contexts, where many other models seek to be more reductive. Personas can certainly be used in combination with these other modeling techniques, and as we ll discuss at the end of the chapter, some other models make extremely useful complements to personas.
Personas versus user profiles
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Many usability practitioners use the terms persona and user profile synonymously. There is no problem with this if the profile is truly generated from ethnographic data and encapsulates the depth of information the authors have described. Unfortunately, all too often, the authors have seen user profiles that reflect Webster s definition of profile as a brief biographical sketch. In other words, user profiles often consist of a name and a picture attached to a brief, mostly demographic
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Part I: Understanding Goal-Directed Design
description, along with a short, fictional paragraph describing the kind of car this person drives, how many kids he has, where he lives, and what he does for a living. This kind of user profile is likely to be based on a stereotype and is not useful as a design tool. Although we give our personas names, and sometimes even cars and family members, these are employed sparingly as narrative tools to help better communicate the real underlying data. Supporting fictional detail plays only the most minor part in persona creation and is used just enough to make the persona come to life in the minds of the designers and the product team.
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