Exercise 3.2 – Personas – Amin Rashidifar

SCENARIO

Neil loves to stay active especially with friends. At Neil’s job, there’s an incentive program that encourages employees to set health goals at the beginning of the year and pays a bonus if they hit it at the end of the year.  Neil has been consistently working out at work during his lunch break for the past several months so he can hit his wellness goals. He logins into his work portal to track his progress.

Persona

Storyboard

EXERCISE 2.3 – GEOGRAPHIES

For this project, I started at home and I walked outside. I started following the directions that led me on this epic journey. I found myself in places I have never seen in my neighborhood. There were so many different areas of my neighborhood that went unexplored. When I got home I immediately start recording my journey.  I had this weird feeling of nostalgia even though I just got back from the walk. The emotions I was feeling during the walk is what was reflected on the drawing. I remember how I felt more clearly over the physical environment that surrounded me.  There were certain artifacts and people that stood out. You can see those people and things more predominately in my drawings. These people and artifacts are what invoked that emotion during that certain period of the walk. For example, I drew the kids playing at the park and the loud truck that zoomed past me. I used bright yellow to show the difficulty of walking up a steep hill and then sun and clouds when I was enjoying the view on the downhill section.

 

Mappings: Part 1, 2 and 4

Part 1

The site I chose is my place of work PayPal corporate headquarters in San Jose, CA. This is the main campus that tens of thousands of PayPal employees visit from around the world yearly. The campus  spans over a 40 acres. and was previously eBay headquarters.

Wild space (vegetation and water flow)

This is a man made pond near the center of campus. You can find turtles and fish swimming here. There are multiple water pumps helping water flow and the sound of water resonate the area. There are seats around the pond that people come and sit and have lunch on.

Vehicles (traffic and parking)

The amount of parking spaces almost match the area of land the main campus in on. The parking spots surround the outer area of the campus besides on the east side where the main road runs through. Because there is only one road traffic between 5-7 is at a standstill.

Employee space (Human habitation)

You’ll see the PayPal campus buzzing with people throughout the work day. The time where you’ll see the most people is during lunch time 12-2pm. During the warmer days you’ll see the outside benches full of people and the cafeterias packed inside.

Forgotten spaces

There are plenty of nooks and crannies lost in PayPal’s large campus. One of the spaces that you’ll rarely see people is the stair case in building 15. There was even some sayings placed there so people would be motivated in taking the stairs more often.

Venues

There is a showcase room at PayPal that is set up to display different types of business types that accept PayPal. This was built so that we can display different use cases of merchants and also to keep the customer at the forefront of everything we do on campus. There is also a town hall where PayPal host big events and conferences which take up almost two buildings.

Part 2

Wild space (vegetation and water flow)

I was delightfully surprised to see how much “wild space” we have on campus. It looks like the vegetation is would creates the boundaries of campus. I think this a eco-friendly campus that makes you feel like its not all man made.

Vehicles (traffic and parking)

Sadly the majority of space that makes up the campus looks like its dedicated parking spots for the employees. Whats crazy about this it looks like 3x more space is dedicated for parking than the actual employee space. Looking at this makes me think what if we made a parking garage and took back all the extra space for something better for the environment and for the employees. 

Employee space (Human habitation)

One of the most shocking aspects of this project is realizing how much space is actually dedicated to employee space. Looks like less that 30% of the campus is designed for places for employees to spend 99% of their time in. More space is dedicated for parking and vegetation than space for employees. This raises a question of do we need to leave this big of a footprint. 

Forgotten spaces

There are a lot of nooks and crannies that are forgotten in PayPal, especially in-between buildings. As mentioned in part 1, I listed staircases in forgotten spaces because you rarely see people there. You can see the red staircases overlapping with employees space. I also marked red a portion of the parking space as a forgotten space on the right hand side of the map because no one ever parks here. Which I never understood until I made this map, it’s because it’s the furthest distance to get inside campus. I think creating forgotten spaces is a useful tool to figure out how you can repurpose these spaces and take advantage of that lost space that people don’t use.

Venues

There are dedicated spaces at PayPal that you can host an event. There are two buildings dedicated for this on the east side of the campus. You can also host an event outside and inside certain buildings. You can see several places where the “Venue” color over laps with employee space and vegetation areas. 

Part 4

I had a really great feedback session that helped me understand how to format my map better. The feed back I received was that the white space on the map didn’t make much sense and that I should have dedicated areas where people could walk. To resolve that I added a trail area to the map where people can walk. Another great piece of feedback I received was that it looks like the all vegetation besides some trees are all grass. I felt like this was very great point especially because majority of all the greener is trees. I removed majority of the large green sections and replaced it with the original maps tree structure. The parking space seemed confusing to some also it was mentioned where does traffic flow and where is the orientation of how to get in and out of campus. I went back and included areas of traffic flow to get into parking lots. I included the names of the streets and major street people use to get in and out of campus.  I also utilized the original map details so that there was more depiction of walking areas inside campus.

Title improvement

I included a “Trails” aspect to the map that guides the user of the map where they could walk on. This is mainly important to see within the campus itself. This also made the ‘campus loop’ a more predominate aspect of the map, this is a key part of visiting the PayPal campus where you can walk around the whole campus on this trail. I also included the name of street on the map so there is better orientation while looking at the map. This is key because the way the map is situated might be different then when your looking at it on google satellite.

Wild space improvement

After the feedback session I found it important to include the original tree structure so that people understand that this isn’t just grass surrounding campus. This gives a more accurate overview of the site.

Vehicle area improvement 

This was a great improvement from the original map because it shows how traffic can flow in and out of campus. I also outlined the main street that employees use to get to campus. The grey was taken out for outlining parking spaces and replaced with white because there is more street parking that wasn’t shown on the first map. You can also park on the side street where you use to get into the main parking lots, this wasn’t clear on the map I originally made.

Legend improvement

I completely changed the legend to reflect information that would be relevant to the user. I didn’t think it would make sense to leave “Forgotten spaces” on the legend. I gave each building a different color so that the use can locate where they want to go quickly on the map. I included the address to each building because there could be a different route to each location. I added a compass to the map so they understand the orientation of the map. I flipped the map also because it wasn’t reflective of showing north. I also included a star to notate the main entrance for campus.

 

Informations: Bart (Bay Area Rapid Transit) Map

    BART map

BART which stands for Bay Area Rapid Transit, is a public subway system that connects most of the San Francisco bay area cities together. If you have ever ridden BART you would see the BART map inside of every subway cart and all over the station. The map is met to give you a good understanding of where each train travels to and from. This is especially important to understand because certain trains only travel to certain cities. This map is meant to be easily understood even for a first-time rider. The success of this map is based off how fast and easy it is to understand where you are and how to get where your want to go. However, if you ever ride BART you will find many riders examining the map for long periods of time. There are many principles that the BART map follows well and many that it can improve on.

Strategy: Orientation Sensitivity

Orientation sensitivity refers to visual processing of line orientations, when certain orientations are more quickly and easily processed than others.  This principle is particularly important on the BART map because of the amount of lines that are running through the map. There are two factors of orientation sensitivity, oblique Effects and pop-out effects. On this map pop-out effects are being utilized to help you quickly detect the line your looking for with color and contrast.  The map also uses 45 degree angles on majority of the map to help the user feel like the lines are one fluid line without giving cognitive overload with the exact angles and representing every exact turn on the map.

Strategy: Serial Position Effects

Experiments show that when participants are presented with a list of words, they tend to remember the first few and last few words and are more likely to forget those in the middle of the list. Looking at this map the most predominate stops are the first and last. If you look at the map the weight and size of the font are larger and heavier at the start and end stops. This principle is true with passengers riding the train, they are concerned only about two stops, where they are boarding and getting off. The first few they are familiar with because that’s when they board and last few because that is an indication of when they are getting closer to their destination. All other stops are not thought off.

Strategy: Scaling Fallacy

This is the notion that a system that works at one scale will also work at a smaller or larger scale. This is not specific just to the BART map but virtually every map. If you take a close look at the BART Map you will see that majority of the stops are the same length from each other. This is to have a cleaner and less noisy map that passengers can follow easier. If you look at all the stops in San Francisco you’ll notice they are all the equal distance from each other, while they are not. If you blew this map up to scale you will see how incorrect all the measurements are.

Strategy: Layering

Layering is the process of grouping together related information to manage complexity and to show relations between the information. There are two different types of layering, two-dimensional and three-dimensional.  Two-dimensional layering is what the BART map does. The map does this by grouping all the information to be shown at one time in a non-linear way. All the information you want is on the map there aren’t secondary steps you have to take to learn about the map. The map key is on the top left and meaning of symbols are presented all at the same time.

Strategy: Color

The use of color on this map is the most important aspect. It gives the user a quick and easy way to understand where your train is going and which stations it stops at. The colors have a key on the top left of the map, this helps indicate which line is correlated with each color. This increases the speed of following your line to the correct destination rather than follow the actual line in a linear form till you see the destination. My only concern about using these colors to indicate which line is the accessibility issue for the color blind.

 

 

 

 

 

Strategy: First impressions

In this digital world where you can download and delete an app in a matter of seconds first impressions are everything. Designs should be engaging from the very first moment the user sees it. Most importantly for digital products don’t hide your most important/engaging feature behind a registration screen. A person interacting with your interface is not that different from them interacting with you for the first time. You want to make users feel comfortable when you first meet them, you want them to feel good, you want to be attractive and appealing. You want the users to image themselves with your product for a long time. Imagine the feeling you get when your opening up a new iPhone vs. opening up a home router. Source

 

First impressions: Source

First impressions: Online

First impressions: Real life

Strategy: Brevity

Most people don’t have time to read through your whole page of instructions of how to use your new app. You must be concise and exact on how you communicate to your user. You must streamline the message your communicating as much as possible without having negative ramifications in accomplishing the goal. A way to be direct when you have a lot to communicate is to give examples. A well-chosen example can often replace several paragraphs of explanation. Even more important places to use this principle is on mobile interfaces where space is limited and landing pages where you want to catch the users attention.  Source

Brevity: Source

Brevity: Online

 

Brevity: Real life

Strategy: Dominance

When we talk about dominance in terms of design we’re speaking about the focal point of the design. The area of the design your eye get’s drawn to.  Usually the first thing you see in a design is the dominant design feature. An effective designer can guide their user through their design by using the dominance principle. This an effective way to show the entry way to the design and also an effective way to show the user what you (the designer) deem as important.  Dominance can be achieved through size, density, color and whitespace. Source

Dominance: Source

Dominance: Online

Dominance: Real life

 

 

Strategy: Unity

Unity is created when elements that support each other all work together toward a common goal. Creating unity in your design helps avoid sending mixed messages to the user and reduces cognitive overload. Your design elements should look like they belong together and not randomly placed on the page.  Unity gives a sense of oneness to a visual image and gives the design a theme. This is not only applicable to visual images but also text. The text can support the image and vise versa. Source

Unity: Source

Unity: Online

Unity: Real life 

 

Strategy: Harmony

You can achieve harmony in your design when you effectively combine unity and variety in one design. When there are different elements in a design and then the viewer first sees the whole rather than the individual elements then your design has harmony. Harmony pulls all the parts of the design together and each individual element complements each other. Correctly incorporating repetition and rhythm is also very important in achieving harmony. Rhythm helps direct the eye movement while repeating patterns helps the image flow. Source

 

Harmony: Source

Harmony: Online

Harmony: Real life

Strategy: Negative Space

Negative space is the empty space around the elements in your work, it deals with what you don’t add to your design. This negative space creates hierarch and layers to your work. Our brains fill in the negative space naturally and the negative space forces our brains to create groups. Negative space can be a fun principle to play around with because you can direct the user to see two different images in one. This makes it a more engaging experience for the user. Source

Negative Space: Source

Negative Space: Online

Negative Space: Real life

Strategy: Contrast

Contrast creates space and difference between components in your design. A good design that wants to draw focus to a certain element has a background color considerably different from the element that seeks attention. This is significantly important when it comes to type and the ability for your type to be readable and pass accessibility. The element that pops from the screen is usually the element that has the highest contrast. Source

Contrast: Source

Contrast: Online

Contrast: Real life

Objects: Chairs Amin Rashidifar

I would consider this the fancy couch that I never sit on. This is for when formal guest come over and they announce how much they love the furniture. This also sits in the formal living room that I never go into. I don’t relate to this seat at all, its a little too much for me and it’s really not that comfortable. It’s like the snobby person who does things just to look good. It serves its purpose so I suppose the functionality of it is good. This couch doesn’t me make feel that great it makes me feel that I need to be careful around it. Handmade

 

This is the seat to the island in the kitchen. This is one of the most seat in the house. I have breakfast here almost everyday. I relate to it because it’s tall and high off the ground and supper purposeful. It functions very well, it’s the perfect height for the island. It blends in well to the kitchen so it feels like it disappears into the environment. The house feels like was built around these chairs rather than the other way around. Just like the kitchen it’s the center of the house. This chair makes me feel comfortable and makes me feel at home. Craftsman

 

This is the chair in my office. One of my favorite chairs because it’s surprisingly very comfortable. It doesn’t look that comfortable because of the beautiful design but it is. It sits low on the back to make you sit up straight and the padding is the perfect amount so that you don’t sink in. I relate to it because I believe in the idea that you shouldn’t judge a book by the cover. It functions very well and glides around the office. This makes me feel relaxed and delighted on how design and functionality blends into one. Designer

 

This is my dinning room table chair. I don’t relate to this object at all, unlike the other objects I look at this chair for exactly what it is, a chair. It doesn’t make me feel pretentious or give me a homey feeling that my kitchen chair does. Thats why I categorized this as mass-produced chair. It doesn’t necessarily make me feel a certain way. It simply performs it’s functionality fairly well. If it didn’t I would throw them away. Mass-produced

Objects: Love/Hate (Amin Rashidifar)

LOVE

This is my homes wifi extender. This object allows me to have wifi anywhere in the house including my backyard, giving me a nice place to sit outside and complete my work.  The reason why I choose this as the object that I love is because how easy it was to use right out of the box. You would think that anything technology related especially wifi related would be riddled with constraints especially legal and physical constraints. Restricting capabilities because of security reasons or where you can place the object because of the connectivity reasons. However this object has either constraints. It doesn’t require a lengthy password setup and works 50 yards away from the router and has a great connection. The object also does an amazing job communicating feedback by displaying the color blue if its in rage and working and it turns red if there is an issue and sends a notification. The great display of affordance is a large button you press when you first turn it on and it connects automatically to your wifi network. The button is the largest button and the primary action on the object.

HATE

The object I choose as the object I hate is one that I feel that most of us can agree on, my homes router.  This object doesn’t stand up to any of the guiding principles of good design. The biggest point of frustration is the amount feedback the object communicates back to me. When my router goes down it just has a bunch of blinking lights, I have no clue what they actually mean. When the router is not having troubles (which is rare) I still have no clue what the solid or blinking lights mean. Also the visibility of what tasks I can complete on the object is very unclear. I’m not sure if anything is clickable on the front what will happen if I push anything. The reset button is a learned action not something that is understood by the design, that you have to find a mechanical pencil or paper clip to press it. Whats the difference of reseting it or unplugging it?