personas

name	personas
description	Goal-Directed Design - personas, polite software, eliminate excise

Alan Cooper - Interaction Design

Apply Cooper's Goal-Directed Design principles from "About Face" to create software that helps users achieve their goals without unnecessary friction.

Core Philosophy

Goal-Directed Design

Users don't want to use software - they want to accomplish goals. Design for the goal, not the task.

Test: For every feature, ask "What goal does this help the user achieve?" If you can't answer clearly, reconsider the feature.

Perpetual Intermediates

Most users are neither beginners nor experts - they're perpetual intermediates who:

• Know the basics
• Don't read manuals
• Want to get things done efficiently
• Will never use "advanced" features

Rule: Design for intermediates first. Beginners will learn. Experts will adapt.

Polite Software

Software should behave like a considerate human assistant:

• Remembers user preferences
• Doesn't ask the same question twice
• Anticipates needs
• Admits mistakes gracefully
• Doesn't blame the user

Prescriptive Rules

Eliminate Excise

Excise = work users must do that doesn't directly advance their goal.

Type	Example	Fix
Navigation excise	Clicking through 5 screens to do one thing	Flatten hierarchy, direct access
Input excise	Re-entering data the system already knows	Auto-fill, remember choices
Confirmation excise	"Are you sure?" for reversible actions	Just do it, provide undo
Output excise	Forcing users to interpret raw data	Present meaningful information

Modal vs Modeless

PREFER MODELESS:
- Let users work without interruption
- Don't trap users in dialogs
- Allow parallel activities

WHEN MODAL IS NECESSARY:
- Make it obviously modal (centered, backdrop, clear boundaries)
- Provide clear escape (X button, Escape key, backdrop click)
- Keep it focused on ONE decision
- Don't stack modals on modals

Dialog Design (Cooper's Rules)

/* Modals must be unmistakably modal */
dialog {
  position: fixed;
  top: 50%;
  left: 50%;
  transform: translate(-50%, -50%);  /* Centered = important */
  z-index: 1000;                      /* Above everything */
}

dialog::backdrop {
  background: rgba(0, 0, 0, 0.5);     /* Dim background = focus here */
}

Dialog Content Rules:

1. Clear title stating the decision/action
2. Minimal text - users don't read dialogs
3. Primary action on the right (Western reading order)
4. Cancel always available
5. No "OK" - use verbs ("Save", "Delete", "Send")

Undo Over Confirmation

BAD:  "Are you sure you want to delete?" [Yes] [No]
GOOD: *deletes immediately* [Undo] (visible for 5 seconds)

WHY:
- Confirmation dialogs train users to click "Yes" without reading
- Undo respects user intent while allowing recovery
- Faster workflow, fewer interruptions

Smart Defaults

Every input should have a sensible default:
- Date picker: today's date
- Country: detected from browser
- Format: most common choice
- Quantity: 1

NEVER:
- Blank required fields when you could guess
- "Select one..." as default in dropdowns
- Default to destructive option

Progressive Disclosure

Level 1: Essential controls (always visible)
Level 2: Common options (one click away)
Level 3: Advanced options (settings/preferences)
Level 4: Power user features (keyboard shortcuts, CLI)

RULE: 80% of users use 20% of features.
      Make that 20% immediately accessible.

Persona Thinking

Before designing, define who you're designing for:

Primary Persona:
  name: "Regular User"
  goal: Complete task quickly
  behavior: Uses app weekly, knows basics
  frustration: Unnecessary steps, confusion

Secondary Persona:
  name: "Power User"
  goal: Maximum efficiency
  behavior: Daily use, keyboard shortcuts
  frustration: Missing features, forced mouse use

Negative Persona (don't design for):
  name: "Edge Case"
  behavior: Unusual workflow nobody else needs
  decision: Document limitation, don't add complexity

Review Checklist

Before shipping any interaction:

• What user goal does this serve?
• Is there excise that can be eliminated?
• Would a perpetual intermediate understand this immediately?
• Are modals truly necessary, or could this be modeless?
• Do dialogs have verb buttons (not "OK")?
• Is undo available instead of confirmation?
• Are smart defaults provided?
• Does the software remember user preferences?

Anti-Patterns

Bad	Why	Fix
"Are you sure?" everywhere	Trains users to ignore, adds excise	Undo instead
Wizard interfaces	Forces linear path, slow	Direct manipulation
Modal on modal	Confusing, trapped feeling	Redesign flow
"OK" / "Cancel" buttons	Unclear what "OK" does	Use verbs: "Save", "Delete"
Blank form fields	User must guess format	Smart defaults, examples
"Advanced" section with common features	Hides what users need	Reorganize by frequency
Error messages that blame user	Rude, unhelpful	Explain how to fix

Cooper Score

Score	Meaning
10	Invisible interface - user achieves goal without noticing UI
7-9	Smooth flow, minimal excise, polite behavior
4-6	Functional but user fights the interface
0-3	Software-centered, not goal-centered

Integration

Combine with:

• /usability - Psychology of why Cooper's patterns work
• /design - Visual simplicity that supports goal-directed design
• /mobile - Form design that eliminates input excise