Personas for DOULS
October 2011
Explanation, overview of these personas and coverage
INTRODUCTION
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Explanation of these personas
Personas are pen-portraits of typical users of a web site, computer system or
other product of interest. They can help designers to focus on different features
needed for disparate groups of users, or common elements used by everyone.
These personas are based on:
• The main set of personas developed by the Online Services team within the
Open University Communications Group for use across the whole Open
University
• An initial view of how the personas would use features relevant to the
DOULS project, developed by Niall Sclater
• Data gleaned from participants in usability tests conducted as part of the
DOULS project
• Other data sources used by the Online Services team to update the
personas for other reasons.
Previous versions, and the details of the history, are available from the Open
University on request
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Overview of these personas
There are 9 personas altogether in the Open University set
They are designed to represent a cross-section of Open University enquirers
and students, balanced for:
• Demographic background
• Subject of study
• Qualification aim
• Range of attitudes towards higher education
• Information-seeking and decision-making behaviours.
The next slides in this presentation show the subjects of study and the
qualification aims of the personas.
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Who studies what
Arts and
Humanities
Business and
Management
Childhood and
Youth
Computing and ICT
Education
Engineering/
Technology
EDIS
Health and Social
care
Languages
Law
Mathematics and
Statistics
Psychology
Science
Social Sciences
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If they make it, here’s what they’ll study
Undergrad
120 points L1
Arts and
Humanities/EDIS
(Y165)
AA100
Cert
Childhood and Youth/ Y156
Psychology
E100
Computing and ICT
120 points L2
(Y181)
U116
E105
TU100
Cert
MST121
B120 Cert
Engineering/
Technology
T184, T173, MST121,
T191, TXR120
Health and Social
Care
K101
Social science/
psychology
DD101
Cert
KYJ113
K101
Cert
HE
120 points L3
BA
(Open)
A326
A200
A215
ED209
E210
F. D.
T215
T224
MT264
Dip HE
T324
T325
T307
Dip
T207 T211 TXR200
AA312
BA
(Hons)
M364
TM470
BSc
(Hons)
T357
T450
T397
BEng
K216
K272
K225
K309
K303
BA
(Hons)
DD208
DSE212
DD301
DD307
BA/BSc
(Hons)
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If they make it, here’s what they’ll study
Undergrad
Year 1
Year 2
Year 3
Year 4
Languages/Science SK185, S197
S154
L120
S175, S189
Postgrad
Year 1
Year 2
Year 3
Year 4
Business and
Management
B716
B831
B874, B846
B846, B848, B839
Education/
Mathematics and
Statistics
EXM880
Prof
Cert
E880
PGCE
Martin reduces his intensity of study in years 2, 3
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The personas when we first meet them, and their online behaviour
DOULS PERSONAS
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DOULS personas
For DOULS, we are interested in personas with distinctive online behaviour,
and selected 5 of them.
Each persona is presented as two ‘interviews:
1.About the persona’s first encounters with the Open University
2.About their aims as a student, their online behaviours, and their use of
DOULS and RAP tools.
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Jason, school leaver
Awareness/Exploration
Tell us a bit about
yourself
I’m 17. I live with my Mum in Peterborough. She’s
divorced. I used to have every weekend with my
Dad when I was a kid but now I prefer to spend time
with my mates. I’ve got a sister, she’s 13.
Have you got any
qualifications?
Yes, 7 GCSEs and 4 AS levels. I did English AS but
I’ve dropped it now. I’m hoping to get at least a C in
ICT but I think I’ll only get Ds in Business Studies
and Maths.
What is your
ambition?
I’m good with computers and technology but I don’t
know what I want to do.
Why didn’t
you go to
university?
I’m still deciding whether to go to uni at all, and if I
do which one. Mum is hassling me to make a
decision.
What do you
want to know?
How much will it cost?
Can I get a grant?
How did you
find out about
the OU?
Through UCAS; careers lesson at school
DOULS Personas_2011_10_18.pptx 10
Jason, gamer
• 17
• 7 GCSEs,
3 AS levels
predicted CDD at A
• Lives in with Mum
in Peterborough
What are you
studying?
I’m interested in the Computing and IT degree.
I’m starting with TU100
Tell us about
your phone
I love my iPhone. I’m a bit of an app addict, and I
listen to podcasts when I’m waiting for my mates
What about your
computer?
I’ve put together my own system because I’m a
gamer and I wanted the performance.
Favourite site?
iGoogle, and I’ve started using Google+
I like to set things up so they suit me
I love my subscriptions, particularly keeping up with
football and what’s happening in games
Social
networking?
Didn’t bother until Google+ came out
Online style
DOULS and RAP tools
•web games, chats, texts
•surfs fast but without
direction
•Setting preferences
•File format selection
•Google calendar
•Personal iGoogle start page / OU gadgets
•Google docs
RAP and DOULS
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Rachel, Enthusiastic dreamer
Awareness/Exploration
Tell us a bit about
yourself
I’m 28
I live in London with my partner and work as a
receptionist
Have you got any
qualifications?
9 GCSEs and three A-levels:
History, English and Media Studies
What is your
ambition?
Catch up with my friends; they have degrees and
they’ve got better jobs than me
Why didn’t
you go to
university?
Well, I did. I did a nearly year of History and loved
the subject but I hated living away from home so I
dropped out
What do you
want to know?
What bits of History will I study?
How many hours per week?
How long will it take?
How did you
find out about
the OU?
I was browsing YouTube and found some really
interesting ones from the OU.
DOULS Personas_2011_10_18.pptx 12
Rachel, Networker
• 28
• GCSEs; A-levels:
History, English
Media Studies
• Lives in London
with partner
• Receptionist
What are you
studying?
AA100, aiming for an Arts and Humanities degree,
maybe with a bit of Environment thrown in
Tell us about
your phone
I thought about an iPhone but it was too big. Went
for this tiny phone instead. I mainly use it for texting
anyway and I can fit it into any little bag.
What about your
computer?
Some kind of laptop, and a boring desktop at work
(but I can’t use that for anything much)
Favourite site?
That’s easy: Facebook. I’m an addict. I can use my
Samsung to update it when I’m at work.
And I love my music and travel sites.
Social
networking?
See above. Isn’t that what computers are for,
really?
Online style
DOULS and RAP tools
•Facebook addict
•Texting
•Social networking
•Note-making tool – to help her plan her busy social life
•Annotation tool – for sharing with other students
•Personal iGoogle start page – if she can co-ordinate it with Facebook
RAP and DOULS
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Abila, looking for a way up
Awareness/Exploration
Tell us a bit about
yourself
I’m 30. I’m a single mum, living in with my daughter
at my parents’ house. My grandmother also lives
with us. I work shifts at a care home, so it’s great
that my mum and gran can help out with Nita
Have you got any
qualifications?
I got five GCSEs but then I left school to get
married.
What is your
ambition?
I’ve taken control of my life. A good qualification will
help me get a better life for me and Nita.
Why didn’t
you go to
university?
I was married with a baby, so it wasn’t an option for
me. And girls didn’t go to university in my
community.
What do you
want to know?
What will studying be like? Will I be able to do it?
How long will it take? Where do I have to attend?
Will it help me to get a better job?
How did you
find out about
the OU?
Some adverts dropped out of the newspaper. And
someone mentioned it at work.
DOULS Personas_2011_10_18.pptx 14
Abila, handholder
• 30
• GCSEs
• Lives in Bradford
with parents, child,
and grandmother
• Works in a care
home
What are you
studying?
K101 because I’ll get a certificate that might help
me get a better job
Tell us about
your phone
Just a basic one. I’m too busy to use make calls at
work but it’s there for an emergency. And I can text.
What about your
computer?
I don’t have one of my own but my brother lets me
use his, and sometimes I use one in the library
Favourite site?
Career and job sites
Social
networking?
I’m on Facebook. I don’t have much time to see my
friends and it’s my way of chatting to them.
Online style
DOULS and RAP tools
•Nervous of technology
•Erratic access to
computers
•Google docs, because she can get to them anywhere
•Uses OU forums
RAP and DOULS
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George, updating skills
Awareness/Exploration
Tell us a bit about
yourself
I’m 44. I live in Aylesbury with my wife and two
teenagers. I’m a production manager.
Do you have any
qualifications?
HNC and HND in engineering, NVQ4
What is your
ambition?
Improve my qualifications because although I’ve got
a decent job, you never know these days.
Why didn’t
you go to
university?
When I left school, I wanted a practical engineering
job and I did technical qualifications instead.
What do you
want to know?
How many hours per week?
How practical is it?
Will my experience and qualifications count?
How did you
find out about
the OU?
The HR department suggested it.
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George, updating skills
What are you
studying?
T184, aiming for a BEng
Tell us about
your phone
Just a phone. I text and make calls. The kids are
pestering me for iPhones.
• 44
• HND, HNC, NVQ4
• Lives in Aylesbury
with wife and
teenagers
• Works as a
production manager
What about your
computer?
At home, I’ve got my old desktop from the last time
we got upgraded at work. When laptops were on
special offer at Aldi, I bought one each for the wife
and kids. That was an expensive day.
Favourite site?
I love the weather sites and nature, and I’m on the
BBC news site a lot.
Social
networking?
The kids know I’m on Facebook, but I don’t use it a
lot and I don’t spy on them
Online style
DOULS and RAP tools
•Tasters, planners,
personal widgets
•Computer is a tool
•Note-making tool – adds notes to remind himself about deadlines
•Annotation tool – he studies mainly on paper now but likes the idea of
having all his notes on one place on the computer
•Google calendar – to keep track of study and busy family life
RAP and DOULS
DOULS Personas_2011_10_18.pptx 17
Martin, building a power career
Awareness/Exploration
Tell us a bit about
yourself
I’m 27 and single. I’m currently based in Singapore
but I travel a lot and that could change. I’m an
analyst for HSBC.
Have you got any
qualifications?
BSc(Hons) Maths
What is your
ambition?
I’m heading to the top. My MBA will help me to get
there.
Why didn’t
you go to
university?
I did go to university. I’m a postgraduate entrant.
What do you
want to know?
How is the OU rated? Is it challenging enough?
What about the networking?
When and where are the face-to-face elements?
How did you
find out about
the OU?
Searched for distance learning MBA.
DOULS Personas_2011_10_18.pptx 18
Martin, building a power career
• 27
• BSc(Hons) Maths
• Single, based in
Singapore (but
travels a lot)
• Analyst for HSBC
Online style
•Mobile access, e-books,
cloud storage
•Uses the cloud as much
as he can
•Constantly juggling
calendars
RAP and DOULS
What are you
studying?
B716, starting on my MBA
Tell us about
your phone
Blackberry for work, obviously, but my personal
phone is an iPhone
What about your
computer?
Which one? I’ve got an ultraportable laptop and
iPad for travelling, and a pretty decent desktop at
work for data analysis
Favourite site?
TripIt helps with the travel planning a lot. Twitter
keeps me in the conversation.
Social
networking?
Apart from Twitter? LinkedIn, and I’m thinking about
trying Google+ because I only use my Facebook
account to keep up with the family.
DOULS and RAP tools
•Note-making tool – plans ahead, notes date to study on each block
•Annotation tool – notes on his progress, quotes for TMAs, exercises to
come back to
•Setting preferences – minimal view of StudentHome to use on mobile
•File format selection – chooses exportable formats to download to read
while travelling
•Google calendar – juggles dates
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The personas when we first meet them, and their online behaviour
PERSONAS NOT IN DOULS
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Personas not in DOULS
For completeness, this section lists the four personas who were excluded from
the RAP set. The reasons:
1.Win: excluded because she has been added to the overall set since the start
of the DOULS project, and because her online behaviour is similar to Rachel’s
2.Josie: excluded because her online behaviour is similar to Abila’s
3.David: excluded because as a long-term OU student, his study patterns and
behaviours are aligned with existing OU tools and he is not particularly
interested in trying new ones
4.Margaret: excluded because she has little interest in experimenting with
newer technologies unless they are compulsory.
DOULS Personas_2011_10_18.pptx 21
Win, turn my job into a career
Not in
RAP
Awareness/Exploration
Tell us a bit about
yourself
I’m 32, I’m married with two children: Lewis, 10 and
Florence, 7. We live in Cardiff. Since Lewis was a
baby, I’ve been working as a registered childminder
Have you got any
qualifications?
National Childminding Association - Diploma for the
Children and Young People’s Workforce
What is your
ambition?
I love working with children, but being a childminder
at home doesn’t pay well. I want to turn that into a
career.
Why didn’t
you go to
university?
Where I lived, you were pleased to survive school
and we didn’t come out with anything. It was hard
enough to get any type of job, never mind uni.
What do you
want to know?
How many hours per week?
How long will it take?
How will it help my career?
How did you
find out about
the OU?
I searched for ‘early years distance learning’
DOULS Personas_2011_10_18.pptx 22
Josie, empty nest new career
Not in
RAP
Awareness/Exploration
Tell us a bit about
yourself
I’m 52. My husband died four years ago from a
heart attack. I live in Belfast. I’ve got three children
but they all live abroad now. While my husband was
alive I started to volunteer as a victim support
worker. Now I also have a part-time job.
Do you have any
qualifications?
I got 6 O-levels years ago.
What is your
ambition?
The children have gone and I thought I’d be
heading for retirement by now. But retirement age
has changed and I’ve got to earn more.
Why didn’t
you go to
university?
I didn’t do that well at school, got a few O-levels but
nothing special. In those days we got jobs. And
then I got married.
What do you
want to know?
What qualification will I get?
How long will it take?
Will it help me get a better, full-time job?
How did you
find out about
the OU?
When the children were tiny, I watched the
programmes at night. And friends have done it.
DOULS Personas_2011_10_18.pptx 23
David, persistent student
Not in
RAP
Awareness/Exploration
Tell us a bit about
yourself
I’m 55. I’m divorced with grown-up children. I live in
Bristol. I used to work for the Council doing
computers, but I’ve been made redundant. I also do
part-time private tutoring in Maths
Do you have any
qualifications?
BSc (Hons) Computer Science, Open University
and a Diploma in Mathematics
What is your
ambition?
Get a PCGE because I want to teach in schools
Why didn’t
you go to
university?
When I was 16, I went to working as a computer
operator. It was only later that I did my first degree
through the OU. Then I got addicted.
What do you
want to know?
How will the fee changes affect me? Does my
PCGE count as a higher qualification?
How did you
find out about
the OU?
Can’t remember, it was so long ago.
DOULS Personas_2011_10_18.pptx 24
Margaret, leisure learner
Not in
RAP
Awareness/Exploration
Tell us a bit about
yourself
I’m 72. I live in Hastings with my husband; I’ve got
grown-up children and a grandchild. I retired a while
ago.
Do you have any
qualifications?
Years ago I did secretarial qualifications, RSA
shorthand and typing.
What is your
ambition?
Keep my brain active, learn about science which
always interested me, pick up some French
Why didn’t
you go to
university?
No opportunities. I left school at 14 and got a job; I
had to put myself through night school to get my
secretarial qualifications.
What do you
want to know?
When do I have to attend? Will the work fit in with
my holiday plans?
How did you
find out about
the OU?
Doesn’t everyone know the OU?
DOULS Personas_2011_10_18.pptx 25
Contact details
For further information about the development and use of
these personas, please contact:
Judith Pickering, project manager
j.a.pickering@open.ac.uk
This document was created by
Caroline Jarrett
caroline.jarrett@effortmark.co.uk
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