GenderMag Personas Foundations Document
GenderMag currently has four personas: Abby, Patricia, Patrick, and Tim. This document shows the foundations behind them.
Abby, Patricia, Patrick and Tim are identical in several ways: all have the same job, live in the same place, and all are equally comfortable with mathematics and with the technology they regularly use. Their differences are strictly derived from the gender research on five facets: their Motivations to use software, Information Processing Styles, Computer Self-Efficacy, Attitudes toward Risk, and style of Learning new technologies. Tim's facet values are those most frequently seen in males, Abby's facet values are those frequently seen in females that are the most different from Tim's, and the two (identical) Pats' facet values add coverage of a large fraction of females and males different from both Abby and Tim.
Abby (Abigail) Jones Persona Foundations
Abby represents a fraction of female users with backgrounds similar to hers. For data on females (and males) similar to and different from Abby, see the Footnotes.
Note: All gray-background portions are fundamental to Abby. In contrast, the white-background portions can be customized to match your software's target audience.
- 28 years old
- Employed as an Accountant
- Lives in Cardiff, Wales
Abby has always liked music. When she is on her way to work in the mornings, she listens to music that spans a wide variety of styles. But when she arrives at work, she turns it off, and begins her day by scanning all her emails first to get an overall picture a before answering any of them. (This extra pass takes time but seems worth it.) Some nights she exercises or stretches, and sometimes she likes to play computer puzzle games like Sudoku. [Sources: 7, 9, 18, 23, 25, 26, 29, 30, 31, 35, 37]
Background Knowledge and Skills
- Abby works as an accountant. She is comfortable with the technologies she uses regularly,
but she just moved to this employer 1 week ago,
and their software systems are new to her b .
- Abby says she's a
"numbers person",
but she has
never taken any computer programming or IT systems classes. She likes Math and knows how to think with numbers c . She writes and edits spreadsheet formulas in her work. [Sources: 40, 16, 33]
- In her free time, she also enjoys working with numbers and logic c . She especially likes working out puzzles and puzzle games, either on paper or on the computer. [Sources: 16, 33]
Motivations and Strategies
- Motivations d : Abby uses technologies to accomplish her tasks. She learns new technologies if and when she needs to, but prefers to use methods she is already familiar and comfortable with, to keep her focus on the tasks she cares about. [Sources: 5, 6, 10, 20, 21, 24, 28, 37]
- Information Processing Style e : Abby tends towards a comprehensive information processing style when she needs to more information. So, instead of acting upon the first option that seems promising, she gathers information comprehensively to try to form a complete understanding of the problem before trying to solve it. Thus, her style is "burst-y"; first she reads a lot, then she acts on it in a batch of activity. [Sources: 7, 9, 18, 23, 25, 26, 29, 30, 31, 35, 37]
Attitude to Technology
Abby is generally comfortable using familiar technology, but she does not get a big kick out of obtaining the latest gadgets or learning how to use them f . She prefers to stay with the technologies for which she has already mastered the peculiarities [5, 28], because of the following facets:
- Computer Self-Efficacy g : Abby has low confidence about doing unfamiliar computing tasks. If problems arise with her technology, she often blames herself for these problems. This affects whether and how she will persevere with a task if technology problems have arisen. [Sources: 1, 2, 3, 4, 5, 6, 15, 17, 19, 22, 27, 28, 32, 34, 38]
- Attitude toward Risk h : Abby's life is a little complicated and she rarely has spare time. So she is risk averse about using unfamiliar technologies that might need her to spend extra time on them, even if the new features might be relevant. She instead performs tasks using familiar features, because they're more predictable about what she will get from them and how much time they will take. [Sources: 10, 14, meta-analysis 12, survey 39]
- Learning: by Process vs. by Tinkering i : When learning new technology, Abby leans toward process-oriented learning, e.g., tutorials, step-by-step processes, wizards, online how-to videos, etc. She doesn't particularly like learning by tinkering with software (i.e., just trying out new features or commands to see what they do), but when she does tinker, it has positive effects on her understanding of the software. [Sources: 4, 5, 8, 11, 21, 36]
Pat (Patricia) Jones Persona Foundations
Patricia represents a fraction of female users with backgrounds similar to hers. For data on females (and males) similar to and different from Patricia, see the Footnotes.
Note: All gray-background portions are fundamental to Patricia. In contrast, the white-background portions can be customized to match your software's target audience.
- 43 years old
- Employed as an Accountant
- Lives in Cardiff, Wales
Pat loves public transportation and knows at least three routes to get there from home. When she arrives at work, she scans all her emails first to get an overall picture a before answering any of them. (This extra pass takes time but seems worth it.) Some evenings she plays computer puzzle games like Sudoku before bed. [Sources: 7, 9, 18, 23, 25, 26, 29, 30, 31, 35, 37]
Background Knowledge and Skills
- Pat works as an accountant in a consulting firm. She prefers to stay with the technologies for which she has already mastered the peculiarities.
She just moved to this employer 1 week ago,
and their software systems are new to her b .
- She describes herself as a "numbers person" c , but she is not a professional programmer and has never taken any computer programming or IT systems classes. Pat has a degree in accounting so she knows plenty of Math and knows how to think in terms of numbers. [Sources: 40, 16, 33]
- Even though she's an accountant and deals with numbers all day at work, she likes working with numbers c in her free time, too. She especially likes Sudoku and other computer games that involve puzzling. [Sources: 16, 33]
Motivations and Strategies
- Motivations d : Pat learns new technologies when she needs to, but she doesn't spend her free time exploring technology or exploring obscure functionality of programs and devices that she uses. She tends to use methods she is already familiar and comfortable with to achieve her goals. [Sources: 5, 6, 10, 20, 21, 24, 28, 37]
- Information Processing Style e : Pat leans towards a comprehensive information processing style when she needs to gather information to problem-solve. So, instead of acting upon the first option that seems promising, she first gathers information comprehensively to try to form a complete understanding of the problem before trying to solve it. Thus, her style is "burst-y"; first she reads a lot, then she acts on it in a batch of activity. [Sources: 7, 9, 18, 23, 25, 26, 29, 30, 31, 35, 37]
Attitude to Technology
Pat is generally comfortable using familiar technology, but she does not get a big kick out of obtaining the latest gadgets or learning how to use them f . She prefers to stay with the technologies for which she has already mastered the peculiarities [5, 28], because of the following facets:
- Computer Self-Efficacy g : : Pat has medium computer self-efficacy about doing unfamiliar computing tasks. If problems arise with her technology, she will keep on trying to figure out how to achieve what she has set out to do for quite awhile; she doesn't give up right away when computers or technology present a challenge to her. [Sources: 1, 2, 3, 4, 5, 6, 15, 17, 19, 22, 27, 28, 32, 34, 38]
- Attitude toward Risk h : Pat is busy and so she rarely has spare time. So Pat is risk averse and worries that she will spend time on them and not get any benefits from doing so. She prefers to perform tasks using familiar features, because they're more predictable about what she will get from them and how much time they'll take. [Sources: 10, 14, meta-analysis 12, survey 39]
- Learning: by Process vs. Tinkering i : When Pat sees a need to learn new technology, she does so by trying out new features or commands to see what they do and to understand how the software works. When she does this, she does so purposefully; that is, she reflects on each bit of feedback she gets along the way to understand how the feature might benefit her. Eventually, if she doesn't think it will get him closer to what he wants to achieve, she will revert back to ways that she already knows will work. [Sources: 4, 5, 8, 11, 21, 36]
Pat (Patrick) Jones Persona Foundations
Patrick represents a fraction of male users with backgrounds similar to his. For data on males (and females) similar to and different from Patrick, see the Footnotes.
Note: All gray-background portions are fundamental to Patrick. In contrast, the white-background portions can be customized to match your software's target audience.
- 43 years old
- Employed as an Accountant
- Lives in Cardiff, Wales
Pat loves public transportation and knows at least three routes to get there from home. When he arrives at work, he scans all his emails first to get an overall picture a before answering any of them. (This extra pass takes time but seems worth it.) Some evenings he plays computer puzzle games like Sudoku before bed. [Sources: 7, 9, 18, 23, 25, 26, 29, 30, 31, 35, 37]
Background Knowledge and Skills
- Pat works as an accountant in a consulting firm. He prefers to stay with the technologies for which he has already mastered the peculiarities.
He just moved to this employer 1 week ago,
and their software systems are new to him b .
- He describes himself as a "numbers person" c , but he is not a professional programmer and has never taken any computer programming or IT systems classes. Pat has a degree in accounting so he knows plenty of Math and knows how to think in terms of numbers. [Sources: 40, 16, 33]
- Even though he's an accountant and deals with numbers all day at work, he likes working with numbers c in his free time, too. He especially likes Sudoku and other computer games that involve puzzling. [Sources: 16, 33]
Motivations and Strategies
- Motivations d : Pat learns new technologies when he needs to, but he doesn't spend her free time exploring technology or exploring obscure functionality of programs and devices that he uses. He tends to use methods he is already familiar and comfortable with to achieve his goals. [Sources: 5, 6, 10, 20, 21, 24, 28, 37]
- Information Processing Style e : Pat leans towards a comprehensive information processing style when he needs to gather information to problem-solve. So, instead of acting upon the first option that seems promising, he first gathers information comprehensively to try to form a complete understanding of the problem before trying to solve it. Thus, his style is "burst-y"; first he reads a lot, then he acts on it in a batch of activity. [Sources: 7, 9, 18, 23, 25, 26, 29, 30, 31, 35, 37]
Attitude to Technology
Pat is generally comfortable using familiar technology, but he does not get a big kick out of obtaining the latest gadgets or learning how to use them f . He prefers to stay with the technologies for which he has already mastered the peculiarities [5, 28], because of the following facets:
- Computer Self-Efficacy g : : Pat has medium computer self-efficacy about doing unfamiliar computing tasks. If problems arise with his technology, he will keep on trying to figure out how to achieve what he has set out to do for quite awhile; he doesn't give up right away when computers or technology present a challenge to him. [Sources: 1, 2, 3, 4, 5, 6, 15, 17, 19, 22, 27, 28, 32, 34, 38]
- Attitude toward Risk h : Pat is busy and so he rarely has spare time. So Pat is risk averse and worries that she will spend time on them and not get any benefits from doing so. She prefers to perform tasks using familiar features, because they're more predictable about what she will get from them and how much time they'll take. [Sources: 10, 14, meta-analysis 12, survey 39]
- Learning: by Process vs. Tinkering i : When Pat sees a need to learn new technology, she does so by trying out new features or commands to see what they do and to understand how the software works. When she does this, she does so purposefully; that is, she reflects on each bit of feedback she gets along the way to understand how the feature might benefit her. Eventually, if she doesn't think it will get him closer to what he wants to achieve, she will revert back to ways that she already knows will work. [Sources: 4, 5, 8, 11, 21, 36]
Tim (Timothy) Hopkins Persona Foundations
Tim represents a fraction of male users with backgrounds similar to his. For data on males (and females) similar to and different from Tim, see the Footnotes.
Note: All gray-background portions are fundamental to Tim. In contrast, the white-background portions can be customized to match your software's target audience.
- 28 years old
- Employed as an Accountant
- Lives in Cardiff, Wales
Tim loves public transportation. He knows several routes to get there from home and he's always exploring ways to optimize his trips into the office. Work starts with email, which he answers one at a time, as soon as he reads them a . (Sometimes this backfires, if there is a second related message he hasn't read yet, but he doesn't mind sending a follow-up email.) Some nights he plays computer games with his online friends. [Sources: 7, 9, 18, 23, 25, 26, 29, 30, 31, 35, 37]
Background Knowledge and Skills
- Tim works as an accountant.
He just moved to this employer 1 week ago,
and their software systems are new to him b .
For Tim, technology is a source of fun, and he is always on the lookout for new computer software. He likes to make sure he has the latest version of all software with all the new features. [Sources: 40, 16, 33]
- Tim says he's a "numbers person" c , but he has not taken any computer programming or IT classes. Tim likes Math and knows how to think in terms of numbers c . He writes and edits spreadsheet formulas for his work. [Sources: 16, 33]
- He plays the latest video games, has the newest smart phone and a hybrid car. He downloads and installs the latest software, and experiments with its settings. d He is comfortable and confident with technology and he enjoys learning about it and using new technologies. [Sources: 5, 6, 10, 20, 21, 24, 28, 37]
Motivations and Strategies
- Motivations d : Tim likes learning all the available functionality on all of his devices and computer systems he uses, even when it may not be necessary to help him achieve his tasks. He sometimes finds himself exploring functions of one of his gadgets for so long that he loses sight of what he wanted to do with it to begin with. [Sources: 5, 6, 10, 20, 21, 24, 28, 37]
- Information Processing Style e : Tim leans towards a selective information processing style or "depth first" approach. That is, he usually delves into the first promising option, pursues it, and if it doesn't work out he backs out and gathers a bit more information until he sees another option to try. Thus, his style is very incremental. [Sources: 7, 9, 18, 23, 25, 26, 29, 30, 31, 35, 37]
Attitude to Technology
For Tim, technology is a source of fun, and he is always on the lookout for new computer software f . He likes to make sure he has the latest version of all software with all the new features [5, 28], because of the following facets:
- Computer Self-Efficacy: g Tim has high confidence in his abilities with technology, and thinks he's better than the average person at learning about new features. If he can't fix the problem, he blames it on the software vendor; it's not his fault if he can't get it to work. [Sources: 1, 2, 3, 4, 5, 6, 15, 17, 19, 22, 27, 28, 32, 34, 38]
- Attitude toward Risk: h : Tim doesn't mind taking risks using features of technology that haven't been proven to work. When he is presented with challenges because he has tried a new way that doesn't work, it doesn't change his attitudes toward technology. [Sources: 10, 14, meta-analysis 12, survey 39]
- Learning: by Process vs. by Tinkering i : Whenever Tim uses new technology, he tries to construct his own understanding of how the software works internally. He likes tinkering and exploring the menu items and functions of the software in order to build that understanding. Sometimes he plays with features too much, losing focus on what he set out to do originally, but this helps him gain better understanding of the software. [Sources: 4, 5, 8, 11, 21, 36]
This is tied to information processing style e .
GenderMag incorporates cognitive walkthroughs, and cognitive walkthroughs evaluate learnability by a new user [40].
The stereotype of gender differences in mathematics performance has been debunked in recent years: controlling for stereotype threat shows no statistical differences between male and female math performance [16]. To avoid evaluators inappropriately invoking that stereotype, we have made explicit that all four personas are good at math and enjoy math. The "numbers person" phrase is a verbatim quote from an interview with a female accountant [33].
Figure 1
Motivations: Research spanning over a decade has found that females tend (statistically) to be motivated to use technology for what it enables them to accomplish, whereas males' motivations sometimes come from their enjoyment of the technology for its own sake. This difference can affect which features of problem-solving software females vs. males choose to use.
Sources: [5, 6, 10, 20, 21, 24, 28, 37].
Sample data: Figure 1 shows data from a study in [5], which is one portion of the foundations of the Motivations facet values. In that study, about 2/3 of males and 1/3 of females were motivated by exploring next-generation technology, and this value for the Motivations facet is covered by Tim; about 1/5 of both males and females felt neutral about it (covered by the two Pats). The largest percentage of females and smallest percentage of males did not enjoy exploring next-generation technology (covered by Abby).
Information processing style: To solve problems, people often need to process new information, and there is extensive research reporting gender differences here too. In essence, when problem-solving, females are more statistically likely to use comprehensive information processing styles-gathering fairly complete information before proceeding-whereas males are more statistically likely to use selective styles-following the first promising information, then potentially backtracking, in "depth first" order. Each of these styles has particular advantages, but either is at a disadvantage when not supported by the problem-solving software environment. Particularly relevant here are studies tying gender differences in information processing style to software-based tasks, such as with e-commerce web sites, software-based auditing, and sensemaking in spreadsheets. Sources: [7, 9, 18, 23, 25, 26, 29, 30, 31, 35, 37].
Sources: [5, 28]. This also ties back to Motivations d .
Computer self-efficacy: One specific form of confidence is self-efficacy: a person's confidence about succeeding given a specific task. Self-efficacy matters to problem solving because a person's self-efficacy influences their use of cognitive strategies, amount of effort put forth, level of persistence, and strategies for coping with obstacles. Empirical data have shown that females tend statistically to have lower computer self-efficacy than males, as one would expect given phenomena like stereotype threat, and non-inclusive work environments and education practices. Self-efficacy levels, in turn, affect people's behavior with technology, such as which features they choose to use and how willing they are to persist with hard-to-use features. Fortunately, features designed explicitly for diverse self-efficacy levels have been shown to be preferred by everyone. Sources: [1, 2, 3, 4, 5, 6, 15, 17, 19, 22, 27, 28, 32, 34, 38].
Risk aversion: Studies have shown that females tend statistically to be more risk-averse than males [10], [14], surveyed in [39], and meta-analyzed in [12] -- in numerous decision-making domains, such as in ethical decisions, investment decisions, gambling decisions, health/safety decisions, career decisions, and others. In contrast, we have been unable to locate any study in any domain reporting males to be more risk-averse than females. Applying these findings on risk aversion to software usage suggests that risk aversion can impact females' decisions as to which feature sets to use. Sources: [10, 14, meta-analysis 12, survey 39]
Tinkering: Research across age groups and professions reports females being statistically less likely to playfully experiment ("tinker") with features new to them, compared to males. However, when females do tinker, they are more likely to reflect more in the process and thereby sometimes profit from it more than males do. Further, some males tinker excessively. One effect of these differences in tinkering behaviors is their impact on which features of software females vs. males will elect to use, especially when a design choice underlying the software product is that users will learn new features by exploring and tinkering with them. Sources: [4, 5, 8, 11, 21, 36].
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This document prepared by Margaret Burnett, Amber Horvath, and Alannah Oleson.
Contact: burnett@eecs.oregonstate.edu
Date of last update: Sept. 12, 2017