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How do you design for different user personas, goals, and scenarios in your web design process?

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When you design a website, you want to create a positive and engaging user experience for your visitors. But how do you know who your users are, what they want, and how they behave on your site? One way to answer these questions is to use information architecture techniques, such as creating user personas, goals, and scenarios. In this article, we will explain what these concepts are, why they are important, and how to apply them in your web design process.

本文章的要点总结

Create user personas:

Craft detailed fictional profiles based on real data to understand your users' needs and preferences. This guides your design choices, ensuring the website resonates with different audience segments.
Employ user scenarios:

Develop narratives that walk through how users engage with your site to fulfill their goals. By mapping out these journeys, you can pinpoint and address any roadblocks they might encounter.

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1 User personas

User personas are fictional representations of your target audience, based on real data and research. They help you understand the needs, motivations, preferences, and pain points of different types of users. User personas can also help you segment your audience and tailor your content, design, and features to suit their expectations. To create user personas, you need to collect and analyze data from various sources, such as surveys, interviews, analytics, or feedback. Then, you can create profiles that include demographic information, goals, challenges, behaviors, and scenarios for each persona.

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Jesse Kanner

Senior Product Owner, Engineering Manager
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It's important to remember that personas are merely approximations. You should use them as loose guidelines to determine choices around design and functionality. They are never 100% reliable. So why take the time to create them at all? The process of defining and comparing against them helps designers consider usability and effectiveness from perspectives they might normally ignore. To be successful, websites and web applications need to appeal to a wide variety of user expectations and abilities. User personas are a great way to model the differences between people.

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2 User goals

User goals are the specific outcomes that your users want to achieve on your website. They can be functional, emotional, or social, depending on the context and the persona. For example, a functional goal could be to buy a product, an emotional goal could be to feel inspired, and a social goal could be to share an opinion. User goals help you define the value proposition of your website and the main tasks that your users perform. To identify user goals, you need to ask questions such as: What are the users trying to accomplish? Why are they visiting your website? How do they measure success?

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JulieAnne Fried

User Experience Design Expert | Website Strategist | Information Architect | Website Communicator | Collaborator | Energized Team Player
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I think it’s valid to remember there needs to be a balance between user goals and business goals, when designing a website. While identifying the users’ goals is important, the site should meet the goals of the business as the primary objective.

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3 User scenarios

User scenarios are stories that describe how your users interact with your website to achieve their goals. They include the context, the actions, and the outcomes of each user journey. User scenarios help you visualize the user experience from the user's perspective and identify the pain points, opportunities, and requirements for your design. To create user scenarios, you need to use your user personas and goals as a starting point and map out the steps, decisions, and emotions that your users go through on your website.

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4 Information architecture

Information architecture is the process of organizing, labeling, and structuring the content and functionality of your website in a way that makes sense to your users. It helps you create a clear and intuitive navigation, hierarchy, and layout for your website. Information architecture also helps you align your design with your user personas, goals, and scenarios, by ensuring that your users can find what they need, understand what they see, and know what to do next. To create information architecture, you need to use techniques such as card sorting, tree testing, sitemaps, wireframes, or prototypes.

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Diane Cronenwett ??

Design Thinking | Innovation | Strategy | Leadership | LinkedIn Learning Instructor ? Former @Meta @Amazon @Paypal
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Information Architecture is such an important aspect of the design experience. It illustrates the structure of how people will navigate and find what they need. Card sorting helps uncover how users think about specific navigation items and helps create the structure of the navigation. You can learn more about creating structure in this course on LinkedIn Learning https://www.dhirubhai.net/learning/interaction-design-structure

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5 User testing

User testing is the process of evaluating your website design with real or potential users. It helps you validate your assumptions, gather feedback, and identify issues or improvements for your user experience. User testing also helps you measure how well your website meets your user personas, goals, and scenarios, by observing how your users behave, think, and feel on your website. To conduct user testing, you need to use methods such as usability testing, interviews, surveys, or analytics.

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6 User experience design

User experience design is the practice of designing websites that are useful, usable, and desirable for your users. It involves applying information architecture techniques, such as user personas, goals, scenarios, information architecture, and user testing, throughout your web design process. User experience design also involves considering other aspects of your design, such as aesthetics, accessibility, performance, or security. By designing for different user personas, goals, and scenarios, you can create a website that meets your users' needs and expectations and delivers a positive and engaging user experience.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mariana P.

UX Graphic Designer | Design Systems, Web Design I Digital Marketing
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I agree, this article explains the overall description of all the steps that a UX Designer takes when creating or adjusting a website or app. I have to add though that UX Designers usually work on teams where each individual is in charge of a specific task, like research, architecture, content or visual. User personas helps enormously to create a more accurate product, although they are not 100% real it's very close to the target audience.

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How do you design for different user personas, goals, and scenarios in your web design process?

1

2

3

4

5

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1 User personas

2 User goals

3 User scenarios

4 Information architecture

5 User testing

6 User experience design

7 Here’s what else to consider

Information Architecture

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How do you design for different user personas, goals, and scenarios in your web design process?

1

2

3

4

5

6

7

1 User personas

2 User goals

3 User scenarios

4 Information architecture

5 User testing

6 User experience design

7 Here’s what else to consider

Information Architecture

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