Ok, here’s where the sceptical readers (Tony, if you’re still reading!!) have to suspend the disbelief … the next stage (according to Ben Hunt of Web Design from Scratch, and Alan Cooper in About Face 2.0, and others I’m sure) is to look at the dialogue between the primary user persona and the site persona. Yes, I am talking about a fictional user talking to a fictional, capable of speech, piece of html sitting on a web server. Suspend that disbelief!
So Wendy, our friendly bubbly scientist site persona (I’ve just named her) is ready and waiting for someone to come along and ask her something … and here comes Aeron our farmer … what happens next?
Ok, Aeron is today thinking about silage … he’s wondering if he should carry on as he always has making it the usual way. He’s heard talk of some new-fangled way of doing it (bear with me, I have no idea if this is really new-fangled or not, but it’s an example I’m working with!). So he thinks that IGER might be able to shed some light. He types in our URL and Wendy springs to life on his PC.
Wendy should now be conveying an impression of being ready to help, not jumping up and down shouting what do you want to do today, but poised and ready for Aeron’s first question.
Aeron scans the page looking for somewhere that looks like a good place to start. He spots a box with a button marked Search next to it and types silage. So he’s asking Wendy a question - “Wendy, what do you know about silage?”. Aeron is not particularly interested in the links on the front page of the site, but he is made to feel comfortable by the way the site looks. The way Wendy looks I should say
(I’m finding this quite bizarre!!)
So the search results come back quickly. Wendy presents Aeron with some possible options and he scans through looking for what he needs. He can’t find exactly the right thing so Wendy asks him if he wants to add a search term or perhaps search within his current search results (which probably is the same thing really) - he adds the word “milk” because he is looking for silage making methods which increase milk yield. The number of search results is reduced and he finds a likely option. Clicking the link takes him to a page which explains that bicrop silage feeding results in higher milk production despite containing less protein. Aeron is pleased to see this information and wants to find out more about how to go about this. Somewhere around on the page, Wendy has provided a list of “related pages” - intelligently anticipating that he might want to delve deeper, while not throwing too much information at him at once. Wendy is subtle about this.
So Aeron gets the information he needs - he prints of a few pages of info on setting up to produce bicrop silage, and goes away happy 