Occasional Users: A Neglected Persona Requiring Dedicated Design Attention

Why It Matters

Traditional user classifications often overlook individuals who interact with technology infrequently. Understanding the unique needs and behaviours of these occasional users allows designers to move beyond assumptions of expertise and create more inclusive, intuitive, and less intimidating user experiences.

Key Finding

The research identifies a significant user group, the 'Occasional User,' who don't fit traditional categories. These users interact infrequently and lack deep knowledge of how interfaces work, necessitating a design approach focused on accessibility and transparency.

Key Findings

• Established user categories (novice, intermediate, expert) are insufficient in the current technological landscape.
• The 'Occasional User' (OU) is characterized by uncertainty regarding repetitive use and limited knowledge of interface functioning.
• Designing for OUs requires a shift from assuming prospective use and prior knowledge to creating universally accessible and transparent interactions.

Research Evidence

Aim: To characterize the 'Occasional User' and provide design principles for interfaces that accommodate users with infrequent interaction and limited prior knowledge.

Method: Literature review and conceptual characterization

Procedure: The study reviewed existing user classifications (novice, intermediate, expert) and identified a gap in the literature concerning users who interact with interfaces sporadically. Based on this review and observed technological shifts, the authors developed a new characterization of the 'Occasional User' (OU).

Context: User Interface (UI) design and human-computer interaction

Design Principle

Design for clarity and immediate comprehension, assuming minimal prior user knowledge or recent interaction.

How to Apply

When designing any digital product or interface, explicitly consider the needs of users who will only interact with it occasionally. Ensure core functionalities are discoverable and understandable without extensive memorization.

Limitations

The characterization is based on a conceptual review rather than empirical testing with a defined sample of occasional users.

Student Guide (IB Design Technology)

Simple Explanation: Some people only use apps or websites once in a while. This research says we need to design them so they're easy to figure out even if you haven't used them before and don't remember everything.

Why This Matters: Understanding different user types, like the occasional user, helps you create designs that are more inclusive and easier for a wider range of people to use effectively.

Critical Thinking: How might the definition of an 'occasional user' vary across different types of technology (e.g., a complex professional software versus a simple mobile app)?

IA-Ready Paragraph: The established user classifications of novice, intermediate, and expert, while historically significant, may not adequately address the needs of all users in contemporary design practice. Research by Carrillo et al. (2016) highlights the 'Occasional User' (OU), a category characterized by infrequent interaction and limited interface knowledge. This perspective underscores the importance of designing for accessibility and transparency, ensuring that technology remains usable and understandable for individuals who do not engage with it regularly, thereby promoting a more universal and inclusive user experience.

Project Tips

• When defining your target audience, consider if 'occasional users' are relevant and how you will cater to them.
• Use user personas that reflect infrequent interaction patterns.
• Incorporate clear, concise instructions and intuitive navigation.

How to Use in IA

• Reference this study when discussing user research and the limitations of traditional user categorizations in your design project.
• Justify design decisions by explaining how they address the needs of occasional users identified in this research.

Examiner Tips

• Demonstrate an awareness of diverse user types beyond the typical novice/expert dichotomy.
• Show how your design process actively considers and mitigates challenges for infrequent users.

Independent Variable: User classification (novice, intermediate, expert, occasional)

Dependent Variable: User interface (UI) design considerations, user needs, strategies, and goals

Strengths

• Identifies a previously under-specified user group.
• Provides a conceptual framework for designing more inclusive interfaces.

Critical Questions

• What specific design patterns or features are most effective for occasional users?
• How can the 'occasional user' status be reliably identified or predicted during the design process?

Extended Essay Application

• Investigate the usability of a specific application for a group of self-identified occasional users.
• Develop and test interface design modifications aimed at improving the experience for infrequent users of a chosen technology.

Source

A reflective characterisation of occasional user · Computers in Human Behavior · 2016 · 10.1016/j.chb.2016.12.027