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What products similar to ours have they bought/used?
Make a list of all the characteristics mentioned. Once you've run out of steam, look at your list and
identify a subset of four to six characteristics that capture the essence of this user. (Some examples
are provided shortly if you'd like to peek at them now.) Typically, you'll find that some characteristics
supersede others. For example, you may not care if a network administrator has a computer science
degree as long as he or she has somehow gotten a job that includes responsibility for configuring
servers.
Once you have agreed on a user profile, ask yourself if the people you'd like to bring in for usability
testing might be slightly different than this profile. Sometimes you may be able to broaden a criterion;
other times there may be certain people you want to screen out.
Example of broadening:
"We'd really like to get network administrators who do the hands-on
configuration and troubleshooting of the network. But it's okay if we have a couple of their managers
too, because they still understand the concepts even if they don't do the hands-on work."
Example of narrowing:
"We should screen out people who design or develop Web sites—they know
too much so they aren't typical of the audience." (Another obvious example is people who work for your
competitors. If an outside company is doing recruitment, this won't be obvious to them, so you'll need to
be explicit about what competitors you're excluding.)
Examples of User Profiles
Following are some sample user profiles that are similar to ones I've used for real projects.
For a Data Security Web Application
Works at a large organization (>1000 people) such as a hospital or Fortune 1000 company. (The
size of the company isn't important per se, but it acts as a proxy for a company that has a need to
protect internal data. If someone works at a smaller company but meets the other criteria, he or
she is in.)
Manages a nontechnical group (such as Purchasing, HR, Finance, Marketing, etc.). Screen out
Engineering, IT, MIS.
Approves access to sensitive resources (such as network dial-in, high-value transactions, financial
accounts, employee records, medical records, and proprietary data).
Has budgetary responsibility; approves expenditures.
For a Music Web Application
Buys at least two music CDs per month (more is better).
Has downloaded music from the Internet.
Is age 18 to 34.
Owns (or has used) a portable MP3 player: [list]
Listens to at least one of the following radio stations: [list]
For Small Business Banking Customers
Works at a small business with annual revenues between $250,000 and $500,000 per year.
Does not work in any of the following industries: banking, financial services, or insurance.
In their company, is the decision maker or influencer for the company's banking, payroll, insurance,
and/or retirement plan decisions. (Ideally, we'd like people who are involved in all these areas.)
Is not a software or Web site developer.
Company currently has a business account with [bank].
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