diff --git a/proposed/personas-meta.md b/proposed/personas-meta.md new file mode 100644 index 0000000..b5df74d --- /dev/null +++ b/proposed/personas-meta.md @@ -0,0 +1,208 @@ +# Personas Meta Document + +## 1. Summary + +Personas are fundamentally intended to provide meaningful information for design decisions. + +However, they can also have a broader use in an organisation to understand users and their challenges. Some of the +original motivations for creating personas were to bring empathy for users into the design process, especially in +organisations that are more technically driven. Product management, documentation, marketing, onboarding - these are all +areas where personas can be useful. The key is to construct them in a way that is clear, simple and compelling. + +## 2. Why Bother? + +Scratching our own itches, it happens to all of us again and again that we overlook where others have their pain points. +We've been discussing how to solve this for a long time and have come to the conclusion that we finally need personas +that represent our users. + +## 3. Scope + +### 3.1 Goals + +The aim is to provide all stakeholders with a means of assessing the consequences of changes to the Joomla CMS on the +various user groups. + +### 3.2 Non-Goals + +It is not the goal to determine **the** target group for the Joomla CMS. The proportion of users who correspond to a +particular persona must be determined in a subsequent step and then again and again at regular intervals (say annually). + +## 4. Approaches + +Joomla is already using kind of personas on the website. The problem is that they are not really personas, but rather: + + +* [Beginner](https://docs.joomla.org/Portal:Beginners) +* [Developer](https://docs.joomla.org/Portal:Developers) +* [Web Developer](https://docs.joomla.org/Web_developers) +* [Site Administrator](https://docs.joomla.org/Portal:Administrators) +* [Web Designer](https://docs.joomla.org/Web_designers) +* [Evaluator](https://docs.joomla.org/Evaluators) +* [Content Creator](https://docs.joomla.org/Content_creators) +* [Publisher](https://docs.joomla.org/Publishers) + +### 4.1 Behavioral-based Personas + +In the classical understanding, personas illustrate typical representatives of a target group. They have expectations, +values, wishes and goals and show human behaviour. A persona is the personification or prototype of a target group and +helps to make assumptions about customers. + +As fictitious users, personas are described with concrete characteristics such as name, photo, place of residence, +curriculum vitae, marital status, age, income, education, skills, attitudes, hobbies, etc. However, they do not +represent the average of a target group, but appear as persons who reveal patterns in their usage behaviour. For this +reason, companies often develop several representatives of a target group. + +Sensis created a set of behavioral-based personas: + +* **Webdesigner**
+ Ariadne da Silva is a 22-yr old graphic designer working at an advertising agency in Brasília. She lives at home with + her parents, and is actively working to strengthen her web design skills and improve her career opportunities. She’s + heard that Word Press is easier to learn, but she’s embraced Joomla because she can learn so much from the community. + She likes designing websites for children, and feels she has more freedom to express her creativity without having to + learn to code. Ariadne struggles with English, but relies on other Portuguese-speaking members of the community to + help. She’s looking forward to attending a Joomla Day in Brazil in the near future. + +* **Web Developer**
+ Mike Fenton, 35, is an entrepreneur in Portland, Oregon, who lives with his wife and two kids. He recently left his + coding job to start his own web development business. An experienced developer, Mike has worked in Drupal and + WordPress, but prefers Joomla for its extendibility, flexibility, and reliability. As a former systems programmer, + he’s a supporter of Open Source development platforms, and advocates for Joomla among his peers. Mike resents an + attitude at Joomla that developers are “a dime a dozen”, but he’s proud that he’s been able to build a business and + support his family because of Joomla. + +* **Web Developer 2**
+ Arjuna Patel, 30 years old, is Director of Web Development for an international hotel chain. The son of hotel owners, + he knows the business, and rapidly rose through the ranks. Arjuna is a Joomla expert and volunteer, active on the + support forums. He’s currently managing the hotel chain’s transition from Drupal to Joomla, and is frustrated that his + team consistently has to build extensions to meet business needs, as AOE has done, and hopes Joomla will soon bring + emphasis to commercial and enterprise solutions. + +Another set of personas was created by Marketing(?): + +* **Hans, male, 45 years**
+ Employee, sacrifices his free time for voluntary work, idealist, hobby IT-ler, self-taught, internet affine, likes to + google, visits Joomla User Groups and JoomlaDays. Find the answer yourself first. Grateful for help from the + community. + * WHY + Need for recognition of his expert status within the half-knowing. Want to improve, is clear what he wants to + achieve. Looking for technical background. Tries everything and is satisfied with bad solutions because he doesn't + know any better. Uses many extensions for no reason. + * MESSAGING + Open Source and the community behind it with assistance, Joomla! solves his problems. THE system for the + club/school, exact solution, presented simply (not too technical). + * SOCIAL MEDIA + max. FB +* **Diana, female, 20 years**
+ Creative, would like to become self-employed or work in an agency. No interest in continuing their work in their free + time. Systems and technology are not important to her, the goal should be achievable without much effort. + * WHY + She has to deal with it professionally, the requirements of the course, the training, the agency + * MESSAGING + Has to be simple, quick success, short training, technology shouldn't be a hurdle. + * SOCIAL MEDIA + Diana watches YouTube more than TV, is at home on all common social media channels and chats a lot. +* **Ulrike, employee, 35 years**
+ Employee, 35 years, project manager in the agency, high school degree, business administration studies, focus on + project management. + Self-realization is important to her, has taught herself technical skills, is self-taught. Socially networked, likes + to go to conferences, likes to share her knowledge. The focus is not only on Joomla. Is always available, keeps an eye + on costs. Safety is important to her, she has technical fundamentals under control. Advises customers on a factual + basis, SEO, analytics, tools are known, takes work home with you. Likes to travel is open to the world. + * WHY + Wants to have optimal solutions for her projects, feels responsible, takes her job seriously. Career-conscious, + work-life balance has to be right. + * MESSAGING + Platform for great websites! Open source, free of charge, quality, competitive advantages, clear arguments, + reliability, suitable solutions, costs/benefits must be consistent, expandability for individual projects + * SOCIAL MEDIA + FB, XING +* **Rainer, managing director, 50 years**
+ Managing director of a GmbH with 15 employees, apprenticeship, master craftsman and subsequent study of electrical + engineering. Responsible towards his employees. Conscious of decision-making, looking to the outside world, everything + that is exposed to the outside world must be of high quality. Decisions are discussed with his business partners and + the wife and can be completely thrown over again if necessary. Strongly dependent on gut instinct. Web is not his + speciality. + * WHY + Must have a new website so that the external image is well received again. + * MESSAGING + Modern, expandable, flexible, easy to find on Google, you can maintain the site yourself, open-source - free of + charge + * SOCIAL MEDIA + XING, FB as an entrepreneur +* **Sandra, agency owner, 31 years old**
+ Owner of an agency for media with 1 employee, studies, selection of the field of work due to special interest in new + media, independent work accustomed, strong interest in information is usually satisfied web-based, does not only deal + with the CMS system for business reasons, technical aspects of the selected technology are important , but it also has + to sell well. + * WHY + Implement customer demand in a high quality + * MESSAGING + Modern, expandable, flexible, excellent technical basis, safe, inexpensive implementation, easy to use for the + customer, + Open-source - free of charge + * SOCIAL MEDIA + XING, LinkedIn, Twitter, FB as an entrepreneur, FB in a private environment + +### 4.2 Role-based Personas + +In the role-based approach, the focus is on the role of the user. The user is not described as a person, but as a role, +because personal background information such as CV, place of residence, marital status, age or income does not really +help applying the personas. The basis here is the job description, which describes requirements for personality, skills +and knowledge regardless of the person filling the position. + +### 4.3 User-Group-based Personas + +This is similar to the role-based approach, but the focus is on the user group. User groups are differentiated according +to the way they use Joomla. +For this purpose, the activities in dealing with the CMS are divided into task areas that are as far as possible free of +overlap. +As a result, a real person usually holds more than one of these user roles. On the other hand, it is easier for those +responsible in the project to assess the impact on the groups. + +### 4.4 Chosen Approach + +The classical role-based approach contains much more information than needed for the purpose of this project. +Moreover, the detailed description of persons risks containing discriminatory elements, starting with the choice of +gender of a persona. +In the role-based approach, the tasks overlap, as the division is made according to corporate aspects and not according +to the concerns of the CMS. +The user-group-based approach is more suitable for the purpose of this project, as it makes it easy for the stakeholders +to assess the impact on the groups. + +### 4.5 Next Steps + +Once these personas are ready, the meta-document template for the RFC process should be extended by a +section in which the consequences (pro/con) for the individual groups can be gathered and documented. + +## 5. Design Decisions + +In the design, it can be assumed that everyone wants to complete their respective task with minimal effort. The type of +usage is practically predetermined by the user role. Motivation and need are not unimportant dimensions, but they are +not as decisive as knowledge and skills, which must be taken into account accordingly in the personas. + +## 6. People + +### 6.1 Editor(s) + +* \ <\> + +### 6.2 Sponsors + +* N/A + +### 6.3 Contributors + +* N/A + +## 7. Votes + +* **Entrance Vote:** _(not yet taken)_ +* **Acceptance Vote:** _(not yet taken)_ + +## 8. Relevant Links + +_**Note:** Order descending chronologically._ + +## 9. Errata + +... diff --git a/proposed/personas.md b/proposed/personas.md new file mode 100644 index 0000000..632df4e --- /dev/null +++ b/proposed/personas.md @@ -0,0 +1,51 @@ +# Personas + +This document describes the personas used by the Joomla project to address the needs of the target audiences. + +The key words "MUST", "MUST NOT", "REQUIRED", "SHALL", "SHALL NOT", "SHOULD", +"SHOULD NOT", "RECOMMENDED", "MAY", and "OPTIONAL" in this document are to be +interpreted as described in [RFC 2119][]. + +[RFC 2119]: http://tools.ietf.org/html/rfc2119 + +### References + +- [RFC 2119][]: Key words for use in RFCs to Indicate Requirement Levels + +## 1. User Groups + +The name of a group consists of a noun that describes the relationship to the CMS. The name of a group MUST be unique. + +* **Extension Developer** - A developer producing mass market extensions to make a living from it. +* **???** A developer producing bespoke applications on customer request based on the CMS. +* **Integrator** - A site builder (integrator) combining existing solutions to match a customer's request. +* **Designer** - A template designer creating the look and feel of a site. +* **Hobbyist** - A non-professional building a site for their own use. +* **Site Owner** - A site owner administering their own site. +* **Editor** - An editor creating and managing content. + +These groups are further divided into different skill levels, which are used like adjectives. + +* **newbie** - A new user with little or no experience. +* **novice** - A user with some experience. +* **intermediate** - A user with a good understanding of the CMS. +* **advanced** - A user with a deep understanding of the CMS. +* **expert** - A user with a deep understanding of the CMS and its internals. + +Not all combinations of skill set and user group make sense. For example, a newbie extension developer does not exist. + +A more detailed description of the user groups and the derived personas can be found below. + +## 2. Personas + +### 2.1. Extension Developer + +An extension developer is a person who develops extensions for the Joomla CMS. The extensions are distributed through +the Joomla Extension Directory (JED) and are available for download and installation. + +#### 2.1.1. Novice Extension Developer + +This person has published one extension so far and wants to test how well the market works for them. If everything works +out, they want to offer further extensions to possibly make a living from it. + +