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Design with Temperament

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Design with Temperament Hienadz “Gena” Drahun


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http://www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience


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http://en.wikipedia.org/wiki/World_of_Tanks


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https://www.allsecur.nl


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Do not have access to user research?


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Actionable and simple Universal Reusable Proven What about having a set of user models:


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4 Types of Temperament


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Design practice Bryan Eisenberg Theory David Keirsey http://www.keirsey.com/ http://www.bryaneisenberg.com/


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http://www.keirsey.com/sorter/instruments2.aspx ) Keirsey Temperament Sorter (KTS-II)


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Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode) How do we make decisions?


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Traditionalist Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode)


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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


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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


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Rationalist Hedonist Traditionalist Socializer- Philanthropist Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode)


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Eye-tracking of “Traditionalist” http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/


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Hedonist Quick (Lymbic Mode) Based on Emotions (Right Brain) Deliberate (Cerebral Mode) Based on Facts (Left Brain)


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Eye-tracking of “Hedonist” http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/


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Socializer- Philanthropist Quick (Lymbic Mode) Based on Emotions (Right Brain) Deliberate (Cerebral Mode) Based on Facts (Left Brain)


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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


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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


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Eye-tracking of “Socializer” http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/


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Rationalist Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode)


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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


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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


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Eye-tracking of Rationalist http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/


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Quick Based on Emotions Based on Facts Deliberate


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Practical Application Information Architecture; Content Strategy/ Creation; Visual Design; Design for Conversion & Persuasion; Personas / User models; Walkthroughs; Journey Maps; Content Audits for


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Design with Temperament Part 2: Secrets “beyond MBTI”


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? What is the distribution of temperament types Rationalist Hedonist Traditionalist Socializer- Philanthropist


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Rationalist <10% Hedonist ~ 35% Тraditionalist ~45% “Approximate” numbers (±5%) Socializer- Philanthropist 10%+


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For which temperament should we design first?


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HEDONISTS FIRST 100% 35%


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Second?


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HEDONISTS FIRST TRADITIONALISTS SECOND 100% 80%


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Designing for only 2 temperament types = 80% of audience!


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It is already enough (for a good start)


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Traditionalist Hedonist eCommerce Games News/ Content Help & Service «Casual» shopper «Targeted» shopper «Grinder» «Hardcore» gamer «D.I.Y» «Scanner» «Casual» gamer «Help me...»


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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/


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PHILANTROPISTS NEXT HEDONISTS FIRST TRADITIONALISTS SECOND 90%


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3 temperament types = 90% of audience!


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RATIONALISTS IF YOU DARE! PHILANTROPISTS NEXT HEDONISTS FIRST TRADITIONALISTS SECOND 100%


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Temperament type is not a category


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Rationalist Hedonist Traditionalist Socializer- Philanthropist ?= ? Not true Two people of the same temperament are not the same


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Only the minority of people has “bright” temperaments


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Temperament type is not a category but rather a space, shape


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Temperament type is not a category but rather a space, shape, which can change with time


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Traditionalist Hedonist In a good mood Tired Concentrated Serious decision Minor decision Familiar environment New environment Following decisions First decision


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True good intentions Sympathetic, authentic people Checkable, concrete results Socializer- Philanthropist


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Temperament type is not a category but rather a space, shape, which can change with time and not only…


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~50% ~25% ~20% ~45% ~35% >10% <10% Distribution by Gender … (approximate)


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Hienadz “Gena” Drahun @HDrahun Hienadz.drahun hienadzdrahun Thank you!


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History of the Web & Temperament Types


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Rationalist’s Web 0.x (1991-1993)


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Traditionalist’s Web 1.x (1994 - 2004)


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Hedonist’s Web 2.x (2004 - )


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Socializer’s (?) Web (2004 - )


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Want some more?


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Matching Temperament Types


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Hedonist Technology Adoption Lifecycle “Crossing the Chasm”


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http://www.bryaneisenberg.com/wp-content/uploads/2013/10/persona-attributes-raw.png?66ae93


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http://www.bryaneisenberg.com/wp-content/uploads/2013/10/persona-attributes-raw.png?66ae93


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Barbarian Assasin Wizard Temperament Types in RPG Monk Hedonist Socializer- Philanthropist


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Bartle’s 4 Players Types Hedonist Hedonist


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Lazzaro’s “4 Keys 2 Fun” http://xeodesign.com/research.html Socializer- Philanthropist Hedonist


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