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Right-aligned images allow users to scan quickly down the left edge of the screen even<br />
when no image is present. This applies to both mobile and desktop.<br />
Personas are great for helping teams play out scenarios of how products will be used<br />
and how they could be improved, and they’re especially helpful for picking what to work<br />
on first and how much time to spend designing and developing to ensure that the feature<br />
meets the level of polish that users will expect. They are also a great way to prioritize<br />
features your users want over those you’d love to give them. Doing the work of creating<br />
personas helps you pick up on changes in user behavior and interests that may allow you<br />
to tailor your design in important ways.<br />
For example, before 2011 most Wall Street Journal users accessed our mobile sites<br />
on a BlackBerry. In some areas that’s still true, but the trend started to change in 2011 for<br />
European users. Data collected through web tracking software told us that in Germany,<br />
iPhones and Androids had become the leading devices our users viewed us on. So when<br />
we began designing the German-language mobile website for one of the Journal’s<br />
specialty periodicals, the CFO Journal, we decided to forgo the extra time it would take to<br />
target anything but Android and iPhone devices. Not having to design within the<br />
constraints of the BlackBerry meant one less screen size to optimize for and one less<br />
interaction to design for; we didn’t need to worry about the BlackBerry’s unique trackball<br />
and keyboard. (Mind you, though, that didn’t mean I designed all kinds of new features<br />
especially for the new devices’ particular capabilities. Just because a device can do<br />
something doesn’t mean someone will make use of it. So you still want to base your<br />
designs on user behavior more than the capabilities of a device.)<br />
The key ways to get the richness of user description you want are interviews and<br />
surveys, and I recommend that you do at least some of both. There are issues with both<br />
methods, but the common pitfalls are easy enough to avoid if you know what they are.
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