A01 chaf6542 06 se fm indd

Unified Modelling Language (UML)

 that attempts to unify the approaches that 

preceded it such as the Booch, OMT and Objectory notations. Jacobsen et al. (1994) give 

an accessible introduction and describe how object modelling can be applied to workflow 

analysis.

Eyetracking

A usability testing 

technique that provides 

a visual overlay of where 

visitors most commonly 

look at on the screen 

(heatmaps) and individual 

or common paths (gaze 

trails).

 Use-  case  modelling

A   user-  centred  approach 

to modelling system 

requirements.

Unified Modelling 

Language (UML)

A language used to 

specify, visualise and 

document the artefacts 

of  an   object-  oriented 

system.

M11_CHAF6542_06_SE_C11.indd   544

7/23/14   1:26 PM

---

545

Chapter 11  Analysis and design

Persona and scenario analysis

Website designers and marketers use a similar model, but using different terminology. Marketers 

create 

web design personas

 for typical site visitors; this is a powerful technique for influenc-

ing the planning of online campaigns and the usability and  customer-  centricity of a website. 

Forrester (2005) researched the use of personas and found that ethnographic researchers averaged 

21 interviews with typical users per project to create with an average of between four and eight 

personas and this cost between $47,000 and $500,000! Ford uses three buyer personas at Ford.

com, Staples.com has seven personas for shoppers and Microsoft had seven for Windows XP.

Personas are essentially a ‘thumbnail’ description of a type of person. They have been used 

for a long time in research for segmentation and advertising, but in recent years have also 

proved effective for improving website design by companies that have applied this technique.