1. Persona

2. Why Persona  It helps us establish a mindset, the desires and necessary tasks of our users  It provides us a clear vision of our user in mind  It makes our users concrete and it crystallizes our requirement gathering effort - what information do we need about our users  For teens, for example, we will not look for domain knowledge, but we might look for fashion

3. Also  It helps us figure out what are users expectations and what is their mental model  For example, teenagers and collage students are likely to think in terms iTune and Google +  Older folks on the other hand are more likely to have mental models associated with such application as Word and Excel

4. Simplicity Mindset

5. Complexity Mindset

6. Persona’s Mindset  Mindset also relates to what is the Persona’s intent  Shopping  Exploring  Information Gathering  This will clearly impact interaction design  If they are primarily exploring we can, through the UI Direct them and Persuade them  If they are shopping we need to help them find quickly what they are looking for

7. For a Large Focal Group Our design will be more middle of the road design

8. For a Small Well Defined User Our design will be targeted and more impactful