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Design with Temperament Hienadz “Gena” Drahun
Do not have access to user research?
Actionable and simple Universal Reusable Proven What about having a set of user models:
4 Types of Temperament
Design practice Bryan Eisenberg Theory David Keirsey http://www.keirsey.com/ http://www.bryaneisenberg.com/
http://www.keirsey.com/sorter/instruments2.aspx ) Keirsey Temperament Sorter (KTS-II)
Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode) How do we make decisions?
Traditionalist Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode)
Dependable, helpful, and hard-working Dutiful, cautious, humble, and focused on credentials and traditions; Concerned, trust authority, seek security, prize gratitude “ Work hard today, to feel good tomorrow” Traditionalist
Browses methodically, using primary navigation Looks for Detailed Product Information, Comparisons Contact, Shipping & Retour Info; Feeling of Familiarity, Trust & Security; “DIY” – “help yourself” approach “What your product does? How it does it?” Design for Traditionalist
Rationalist Hedonist Traditionalist Socializer- Philanthropist Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode)
Eye-tracking of “Traditionalist” http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
Hedonist Quick (Lymbic Mode) Based on Emotions (Right Brain) Deliberate (Cerebral Mode) Based on Facts (Left Brain)
Eye-tracking of “Hedonist” http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
Socializer- Philanthropist Quick (Lymbic Mode) Based on Emotions (Right Brain) Deliberate (Cerebral Mode) Based on Facts (Left Brain)
Oriented on personal development, seek their true self; Ready to help and trust, but are cautious; Loving, kindhearted, and authentic. Enthusiastic, trust their intuition, yearn for romance “Communicate to make myself and the world better” Socializer- Philanthropist
Want it “quick & easy” but are cautious, value personal communication; Who are you? What are your ethical & moral values? (“About us”, etc.) Whom have you already helped? How can I help others? “How does your product make the world better?” Design for Socializer
Eye-tracking of “Socializer” http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
Rationalist Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode)
Pragmatic, skeptical, self-contained, and focused on problem-solving and systems analysis; Ingenious, independent, and strong willed; Even-tempered, trust logic, yearn for achievement, seek knowledge, prize technology, and dream of understanding how the world works. “Be the best” Rationalist
Perfectionists, look for the best and most efficient way to make things done; Very quick in judging about what is not best or “suspicious”; Masters of comparison & verification; Feel flattery and “desire to sell” “Give me the facts to proof that your product is the best option” Design for Rationalist
Eye-tracking of Rationalist http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
Quick Based on Emotions Based on Facts Deliberate
Practical Application Information Architecture; Content Strategy/ Creation; Visual Design; Design for Conversion & Persuasion; Personas / User models; Walkthroughs; Journey Maps; Content Audits for
Design with Temperament Part 2: Secrets “beyond MBTI”
? What is the distribution of temperament types Rationalist Hedonist Traditionalist Socializer- Philanthropist
Rationalist <10% Hedonist ~ 35% Тraditionalist ~45% “Approximate” numbers (±5%) Socializer- Philanthropist 10%+
For which temperament should we design first?
HEDONISTS FIRST 100% 35%
HEDONISTS FIRST TRADITIONALISTS SECOND 100% 80%
Designing for only 2 temperament types = 80% of audience!
It is already enough (for a good start)
Traditionalist Hedonist eCommerce Games News/ Content Help & Service «Casual» shopper «Targeted» shopper «Grinder» «Hardcore» gamer «D.I.Y» «Scanner» «Casual» gamer «Help me...»
Product focused Browsers Researchers Bargain hunters One-time shoppers 5 Types of E-Commerce Shoppers Traditionalist Hedonist Traditionalist Hedonist Hedonist http://www.nngroup.com/articles/ecommerce-shoppers/
PHILANTROPISTS NEXT HEDONISTS FIRST TRADITIONALISTS SECOND 90%
3 temperament types = 90% of audience!
RATIONALISTS IF YOU DARE! PHILANTROPISTS NEXT HEDONISTS FIRST TRADITIONALISTS SECOND 100%
Temperament type is not a category
Rationalist Hedonist Traditionalist Socializer- Philanthropist ?= ? Not true Two people of the same temperament are not the same
Only the minority of people has “bright” temperaments
Temperament type is not a category but rather a space, shape
Temperament type is not a category but rather a space, shape, which can change with time
Traditionalist Hedonist In a good mood Tired Concentrated Serious decision Minor decision Familiar environment New environment Following decisions First decision
True good intentions Sympathetic, authentic people Checkable, concrete results Socializer- Philanthropist
Temperament type is not a category but rather a space, shape, which can change with time and not only…
~50% ~25% ~20% ~45% ~35% >10% <10% Distribution by Gender …(approximate)
Hienadz “Gena”Drahun @HDrahun Hienadz.drahun hienadzdrahun Thank you!
History of the Web & Temperament Types
Rationalist’s Web 0.x (1991-1993)
Traditionalist’s Web 1.x (1994 - 2004)
Hedonist’s Web 2.x (2004 - )
Socializer’s (?) Web (2004 - )
Want some more?
Matching Temperament Types
Hedonist Technology Adoption Lifecycle“Crossing the Chasm”
Barbarian Assasin Wizard Temperament Types in RPG Monk Hedonist Socializer- Philanthropist
Bartle’s 4 Players Types Hedonist Hedonist
Lazzaro’s “4 Keys 2 Fun” http://xeodesign.com/research.html Socializer- Philanthropist Hedonist