User Research: Personas + Stories & Jobs



Let’s hear each team’s project concept presentation. Each team will evaluate each other’s presentation according to the rubric.

Midterm Papers

Option 1:

You’ve been hired…

Option 2:

Campbell’s Soup

User Research: Personas, Stories & Jobs

Whose problem is your project solving?

User Personas

  1. Make a list of everyone involved in the problem you’re addressing with your project.
  2. How many different types of people did you list?
  3. Now, for each type of person you identified, try to imaging a specific person who epitomizes that type.
  • How old are they?
  • Are they female or male?
  • Where do they live?
  • How much education do they have?
  • Do they drive?
  • Do they have internet access?
  • A cell phone?
  • Are they employed?
  • What’s their income?

What you just created are called Personas. Create a label for each persona type (e.g. unregistered user, registered user, administrator, etc).

User Stories

Now, take one of your user personas and ask yourself what kinds of things they need to be able to do with your solution.

Try to write out three examples using the following formula:

As a [user type], I want to be able to [feature], so that I can [benefit].

Here’s a worked example: As an unregistered user, I want to be able to see what types of features I’ll have access to before registering, so I’ll be able to accurately assess the value of registering

This is what’s known as a User Story. User stories allow you to create a “to do” list of features you need to implement in order to address the needs of your various user groups.

Try out Xtensio to create personas & stories online


Understanding the Job

Designing Features using Job Stories



Design Notebook (individually)

  • Create a new slide in your Design Notebook and title it “User Research”
  • Close read the three articles above, User PersonasUser Stories and Job Stories
  • Summarize what you understand the difference to be between personas + user stories vs job stories. Which do you feel is the appropriate tool for documenting your team’s user research?
  • Once your team has gathered your user research, add a link to your Design Notebook (make sure it’s shared appropriately)

User Research Document (as a team)

  • Create User Personas for each of the user types you’ve identified for your project
  • Review the Trenton 250 web site, the Food Assets report and your notes from the partner presentations and look for any references to demographics and user types that are relevant to your team’s project
  • Identify what information you WEREN’T able to determine about each of your user types from the above resources
  • Make a list of these open questions to ask your partner organization
  • Contact your partner and make arrangements to visit them and/or their organization in order to observe and/or interview as many of these user types as possible to gain a better understanding of the “jobs” they need to fill and how they go about filling them now
  • Based on these interviews/observations, create a list of personas & user stories or job stories, depending on your circumstances

*Submit the link to your Design Notebook to Canvas before we meet again next week

Trenton Urban Garden Loyalty Program

Partner: ISLES Inc.

Primary Contact

Team: “The Gluten Gang”

Dan Renna – Producer: Project management, group organization, team page, primary partner communication

James Kavanagh – Content: Writing, research, documentation, organization of data

Sarah Knipp – Designer: Layout, functionality, appearance, ease of use

Malakye Otey – Developer: Programming, tech-related applications, back-end implementation of design

Project Concept


  • Isles Inc. requires a means of accurate data collection pertaining to the success rates, visitation frequency, and user volume of their community gardens. In addition, the organization seeks to raise awareness about the importance of urban farming and provide agricultural and nutritional education to the citizens of Trenton.


Research and Content

Usability Testing


Food Oasis Project Proposal

Partner: New Jersey Partnership for Healthy Kids

Partner Website

Team: Abby, Gabe, Perry, Usman

Project Concept:

Infographic Recipe Cards:

  • People of any culinary level can interpret and implement
  • recipes involve healthy and inexpensive ingredients
  • healthy and inexpensive final products

User Personas:

User Persona Presentation

User Flows:

User Flow Prezi 

Usability Testing Report:


Usability Testing Report:

Click Here

Final Presentation:

Breakfast Posse


James Hebditch – Producer

Nick Parr – Programmer

Chris Stehm – Content

Miranda Karetny – Designer


New Jersey Partnership For Healthy Kids – Trenton

Project Concept:

Make an arcade machine that can be placed in school lunch rooms that motivates kids to develop healthy eating decisions through an interactive gaming experience.


Kids in Trenton school systems are unhealthy because of their lack of communication in regards to how to eat healthy and access to groceries.

Project Document:

Breakfast Posse Project Document

User Research Doc:

User Personas and Stories


Project Concept Presentation

Paper Prototype:

Breakfast Posse Paper Prototype


Breakfast Posse Design Document

Breakfast Posse Implementation Document

Usability Report:

Usability Report 3/31/2016

Usability Report 4/21/2016

Final Presentation:

Define Project Concepts


Design Notebooks

Let’s take a few minutes to review your Design Notebooks.

Team Pages

Gather with your team & let’s take a few minutes to set up our team pages.

Once you’ve created your team page, add sections (using Heading 2’s) for the following:

  • Partner
  • Team
  • Project Concept


Identify your partner organization and include links to their website, contacts and any other partner resources.

Here are the partners:


Identify your team name, and list your team members and their roles.

Project Concept

What are the key elements of a solid project concept?

Project Concept Rubric

  • What problem(s) are you solving and what existing alternatives address it/them?
  • Who is your target audience? This could be your partners constituencies, but will also likely include your partner’s employees. Consider both.
  • What’s your solution?
  • Finally, how is your solution unique relative to other existing solutions?

Concept Presentations

What makes a good presentation?



Design Notebook (Individually)

  • Create a new slide in your Design Notebooks and title it with your team’s name
  • Include a link to your team’s page on the class blog
  • Make sure your team’s Project Concept Document is linked to your team page on the blog
  • List all the members of your team and what their role will be on your team
  • Write a brief paragraph describing your specific role in more detail

Project Concept Presentations (Team)

  • Your team’s Producer will create a new Google Slide document and title it with the name your team has chosen for your project
  • Working together as a team, using the project concept rubric above, create a slide for each element of your project concept
  • Once complete, post a link to the project concept Google Slide document to your team page on the class blog – make sure you set the sharing permissions on the document so “anyone with the link can view” it
  • Next week your team will present your project concept in class
  • Each team member will present at least one slide

*Submit the link to your Design Notebook to Canvas before we meet again next week

Tasty Trenton – Partner Presentations


  • Class meeting in AIMM 102 today
  • Partners from Trenton are presenting
  • Take detailed notes!
  • Next week – Team project concepts, partner pages & elevator pitches

Partner Presentations

Partners presenting in AIMM 102. Please take detailed notes.


  • Amman Seehra – (USDA)
  • Whitney Hendrickson –
  • Brandon Ritter –
  • Paulash Banerjee –



Design Notebooks

Partner Presentations

  • Create a new slide in your Design Notebook and title it “Partner Presentations”
  • List the partners and include a one sentence summary of each of their concerns
  • Identify which partner you find most compelling and write a short paragraph outlining why

Food Assets

  • Create a new slide in your Design Notebook and title it “Food Assets”
  • Identify three data points from the Existing Conditions section of Food Assets that are important with respect to the partner you found most compelling
  • Write a short paragraph describing the three data points and how they relate to your chosen partner
  • Identify which type of food asset discussed in the Assets section of Food Assets is most directly related to your chosen partner’s area of concern
  • Write a brief paragraph discussing which food asset or assets your chosen partner is concerned with

*Submit the link to your Design Notebook to Canvas before we meet again next week

Hacking the Food System


Design Notebooks

Lets take a few minutes to review your food diaries.

Team Assignments

Let’s take a few minutes to group up into our teams.


Tiers of the Food System

Examples of the Tiers

Tier 0: Home & Community Gardens, Home Kitchens

Tier 1: Farmers Markets & CSAs (physical or online)

Tier 2: Food Distributors & Co-ops

Tier 3: National Chains & Distributors

Tier 4: Global Distributors


  • Break up into your teams.
  • Review the Tiers of the Food System graphic we discussed above
  • Using your food diaries, try to map your team’s food diary data onto the food tiers
  • Can you determine from which tiers most of your team’s food choices came from?

An Interconnected Food System



Design Notebook

  • Create a new slide in your Design Notebook and title it “Hacking the Food System”
  • Identify the core problem each of the solutions you read about addresses
  • Identify where in the Nourish Food System Map each of these solutions fit
  • Identify your favorite article/video in theInnovation section and explain why it resonates for you

*Submit the link to your Design Notebook to Canvas