Personas

proposed/personas-meta.md

@@ -0,0 +1,208 @@
+# Personas Meta Document
+
+## 1. Summary
+
+Personas are fundamentally intended to provide meaningful information for design decisions.
+
+However, they can also have a broader use in an organisation to understand users and their challenges. Some of the
+original motivations for creating personas were to bring empathy for users into the design process, especially in
+organisations that are more technically driven. Product management, documentation, marketing, onboarding - these are all
+areas where personas can be useful. The key is to construct them in a way that is clear, simple and compelling.
+
+## 2. Why Bother?
+
+Scratching our own itches, it happens to all of us again and again that we overlook where others have their pain points.
+We've been discussing how to solve this for a long time and have come to the conclusion that we finally need personas
+that represent our users.
+
+## 3. Scope
+
+### 3.1 Goals
+
+The aim is to provide all stakeholders with a means of assessing the consequences of changes to the Joomla CMS on the
+various user groups.
+
+### 3.2 Non-Goals
+
+It is not the goal to determine **the** target group for the Joomla CMS. The proportion of users who correspond to a
+particular persona must be determined in a subsequent step and then again and again at regular intervals (say annually).
+
+## 4. Approaches
+
+Joomla is already using kind of personas on the website. The problem is that they are not really personas, but rather:
+<!-- Document: Copy of User Profiles - from Marketing team -->
+
+* [Beginner](https://docs.joomla.org/Portal:Beginners)
+* [Developer](https://docs.joomla.org/Portal:Developers)
+* [Web Developer](https://docs.joomla.org/Web_developers)
+* [Site Administrator](https://docs.joomla.org/Portal:Administrators)
+* [Web Designer](https://docs.joomla.org/Web_designers)
+* [Evaluator](https://docs.joomla.org/Evaluators)
+* [Content Creator](https://docs.joomla.org/Content_creators)
+* [Publisher](https://docs.joomla.org/Publishers)
+
+### 4.1 Behavioral-based Personas
+
+In the classical understanding, personas illustrate typical representatives of a target group. They have expectations,
+values, wishes and goals and show human behaviour. A persona is the personification or prototype of a target group and
+helps to make assumptions about customers.
+
+As fictitious users, personas are described with concrete characteristics such as name, photo, place of residence,
+curriculum vitae, marital status, age, income, education, skills, attitudes, hobbies, etc. However, they do not
+represent the average of a target group, but appear as persons who reveal patterns in their usage behaviour. For this
+reason, companies often develop several representatives of a target group.
+
+Sensis created a set of behavioral-based personas: <!-- Document: Copy of Personas delivered by Sensis -->
+
+* **Webdesigner**<br>
+  Ariadne da Silva is a 22-yr old graphic designer working at an advertising agency in Brasília. She lives at home with
+  her parents, and is actively working to strengthen her web design skills and improve her career opportunities. She’s
+  heard that Word Press is easier to learn, but she’s embraced Joomla because she can learn so much from the community.
+  She likes designing websites for children, and feels she has more freedom to express her creativity without having to
+  learn to code. Ariadne struggles with English, but relies on other Portuguese-speaking members of the community to
+  help. She’s looking forward to attending a Joomla Day in Brazil in the near future.
+
+* **Web Developer**<br>
+  Mike Fenton, 35, is an entrepreneur in Portland, Oregon, who lives with his wife and two kids. He recently left his
+  coding job to start his own web development business. An experienced developer, Mike has worked in Drupal and
+  WordPress, but prefers Joomla for its extendibility, flexibility, and reliability. As a former systems programmer,
+  he’s a supporter of Open Source development platforms, and advocates for Joomla among his peers. Mike resents an
+  attitude at Joomla that developers are “a dime a dozen”, but he’s proud that he’s been able to build a business and
+  support his family because of Joomla.
+
+* **Web Developer 2**<br>
+  Arjuna Patel, 30 years old, is Director of Web Development for an international hotel chain. The son of hotel owners,
+  he knows the business, and rapidly rose through the ranks. Arjuna is a Joomla expert and volunteer, active on the
+  support forums. He’s currently managing the hotel chain’s transition from Drupal to Joomla, and is frustrated that his
+  team consistently has to build extensions to meet business needs, as AOE has done, and hopes Joomla will soon bring
+  emphasis to commercial and enterprise solutions.
+
+Another set of personas was created by Marketing(?): <!-- Document: Copy of Personas for Joomla -->
+
+* **Hans, male, 45 years**<br>
+  Employee, sacrifices his free time for voluntary work, idealist, hobby IT-ler, self-taught, internet affine, likes to
+  google, visits Joomla User Groups and JoomlaDays. Find the answer yourself first. Grateful for help from the
+  community.
+    * WHY
+      Need for recognition of his expert status within the half-knowing. Want to improve, is clear what he wants to
+      achieve. Looking for technical background. Tries everything and is satisfied with bad solutions because he doesn't
+      know any better. Uses many extensions for no reason.
+    * MESSAGING
+      Open Source and the community behind it with assistance, Joomla! solves his problems. THE system for the
+      club/school, exact solution, presented simply (not too technical).
+    * SOCIAL MEDIA
+      max. FB
+* **Diana, female, 20 years**<br>
+  Creative, would like to become self-employed or work in an agency. No interest in continuing their work in their free
+  time. Systems and technology are not important to her, the goal should be achievable without much effort.
+    * WHY
+      She has to deal with it professionally, the requirements of the course, the training, the agency
+    * MESSAGING
+      Has to be simple, quick success, short training, technology shouldn't be a hurdle.
+    * SOCIAL MEDIA
+      Diana watches YouTube more than TV, is at home on all common social media channels and chats a lot.
+* **Ulrike, employee, 35 years**<br>
+  Employee, 35 years, project manager in the agency, high school degree, business administration studies, focus on
+  project management.
+  Self-realization is important to her, has taught herself technical skills, is self-taught. Socially networked, likes
+  to go to conferences, likes to share her knowledge. The focus is not only on Joomla. Is always available, keeps an eye
+  on costs. Safety is important to her, she has technical fundamentals under control. Advises customers on a factual
+  basis, SEO, analytics, tools are known, takes work home with you. Likes to travel is open to the world.
+    * WHY
+      Wants to have optimal solutions for her projects, feels responsible, takes her job seriously. Career-conscious,
+      work-life balance has to be right.
+    * MESSAGING
+      Platform for great websites! Open source, free of charge, quality, competitive advantages, clear arguments,
+      reliability, suitable solutions, costs/benefits must be consistent, expandability for individual projects
+    * SOCIAL MEDIA
+      FB, XING
+* **Rainer, managing director, 50 years**<br>
+  Managing director of a GmbH with 15 employees, apprenticeship, master craftsman and subsequent study of electrical
+  engineering. Responsible towards his employees. Conscious of decision-making, looking to the outside world, everything
+  that is exposed to the outside world must be of high quality. Decisions are discussed with his business partners and
+  the wife and can be completely thrown over again if necessary. Strongly dependent on gut instinct. Web is not his
+  speciality.
+    * WHY
+      Must have a new website so that the external image is well received again.
+    * MESSAGING
+      Modern, expandable, flexible, easy to find on Google, you can maintain the site yourself, open-source - free of
+      charge
+    * SOCIAL MEDIA
+      XING, FB as an entrepreneur
+* **Sandra, agency owner, 31 years old**<br>
+  Owner of an agency for media with 1 employee, studies, selection of the field of work due to special interest in new
+  media, independent work accustomed, strong interest in information is usually satisfied web-based, does not only deal
+  with the CMS system for business reasons, technical aspects of the selected technology are important , but it also has
+  to sell well.
+    * WHY
+      Implement customer demand in a high quality
+    * MESSAGING
+      Modern, expandable, flexible, excellent technical basis, safe, inexpensive implementation, easy to use for the
+      customer,
+      Open-source - free of charge
+    * SOCIAL MEDIA
+      XING, LinkedIn, Twitter, FB as an entrepreneur, FB in a private environment
+
+### 4.2 Role-based Personas
+
+In the role-based approach, the focus is on the role of the user. The user is not described as a person, but as a role,
+because personal background information such as CV, place of residence, marital status, age or income does not really
+help applying the personas. The basis here is the job description, which describes requirements for personality, skills
+and knowledge regardless of the person filling the position.
+
+### 4.3 User-Group-based Personas
+
+This is similar to the role-based approach, but the focus is on the user group. User groups are differentiated according
+to the way they use Joomla.
+For this purpose, the activities in dealing with the CMS are divided into task areas that are as far as possible free of
+overlap.
+As a result, a real person usually holds more than one of these user roles. On the other hand, it is easier for those
+responsible in the project to assess the impact on the groups.
+
+### 4.4 Chosen Approach
+
+The classical role-based approach contains much more information than needed for the purpose of this project.
+Moreover, the detailed description of persons risks containing discriminatory elements, starting with the choice of
+gender of a persona.
+In the role-based approach, the tasks overlap, as the division is made according to corporate aspects and not according
+to the concerns of the CMS.
+The user-group-based approach is more suitable for the purpose of this project, as it makes it easy for the stakeholders
+to assess the impact on the groups.
+
+### 4.5 Next Steps
+
+Once these personas are ready, the meta-document template for the RFC process should be extended by a
+section in which the consequences (pro/con) for the individual groups can be gathered and documented.
+
+## 5. Design Decisions
+
+In the design, it can be assumed that everyone wants to complete their respective task with minimal effort. The type of
+usage is practically predetermined by the user role. Motivation and need are not unimportant dimensions, but they are
+not as decisive as knowledge and skills, which must be taken into account accordingly in the personas.
+
+## 6. People
+
+### 6.1 Editor(s)
+
+* \<full name> <\<email address>>
+
+### 6.2 Sponsors
+
+* N/A
+
+### 6.3 Contributors
+
+* N/A
+
+## 7. Votes
+
+* **Entrance Vote:** _(not yet taken)_
+* **Acceptance Vote:** _(not yet taken)_
+
+## 8. Relevant Links
+
+_**Note:** Order descending chronologically._
+
+## 9. Errata
+
+...

proposed/personas.md

@@ -0,0 +1,51 @@
+# Personas
+
+This document describes the personas used by the Joomla project to address the needs of the target audiences.
+
+The key words "MUST", "MUST NOT", "REQUIRED", "SHALL", "SHALL NOT", "SHOULD",
+"SHOULD NOT", "RECOMMENDED", "MAY", and "OPTIONAL" in this document are to be
+interpreted as described in [RFC 2119][].
+
+[RFC 2119]: http://tools.ietf.org/html/rfc2119
+
+### References
+
+- [RFC 2119][]: Key words for use in RFCs to Indicate Requirement Levels
+
+## 1. User Groups
+
+The name of a group consists of a noun that describes the relationship to the CMS. The name of a group MUST be unique.
+
+* **Extension Developer** - A developer producing mass market extensions to make a living from it.
+* **???** A developer producing bespoke applications on customer request based on the CMS.
+* **Integrator** - A site builder (integrator) combining existing solutions to match a customer's request.
+* **Designer** - A template designer creating the look and feel of a site.
+* **Hobbyist** - A non-professional building a site for their own use.
+* **Site Owner** - A site owner administering their own site.
+* **Editor** - An editor creating and managing content.
+
+These groups are further divided into different skill levels, which are used like adjectives.
+
+* **newbie** - A new user with little or no experience.
+* **novice** - A user with some experience.
+* **intermediate** - A user with a good understanding of the CMS.
+* **advanced** - A user with a deep understanding of the CMS.
+* **expert** - A user with a deep understanding of the CMS and its internals.
+
+Not all combinations of skill set and user group make sense. For example, a newbie extension developer does not exist.
+
+A more detailed description of the user groups and the derived personas can be found below.
+
+## 2. Personas
+
+### 2.1. Extension Developer
+
+An extension developer is a person who develops extensions for the Joomla CMS. The extensions are distributed through
+the Joomla Extension Directory (JED) and are available for download and installation.
+
+#### 2.1.1. Novice Extension Developer
+
+This person has published one extension so far and wants to test how well the market works for them. If everything works
+out, they want to offer further extensions to possibly make a living from it.
+
+