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User 3: Mandy, Commercial User

Mandy Molyneux
Marketing Analyst, Waterloo Maple Software, Age: 24

not mandy

Mandy is marketing analyst for Waterloo Maple Software.

She needs to track where and how her company's name is referenced by the media and to report on changing perceptions. She needs to analyze these references based on the nature of media from which it is drawn.

She uses JiTR to specify a webcrawler process that runs daily and provides extracts into a repository. She is provided with a dashboard view of results which provides customized tools which can be applied to all or selected text. These tools take into account weighting and classifications of media and output customer reports than she is able to base her marketing reports on. She is able to raise and lower spidering frequency of particular sources based on what ongoing success and periodic events. Mandy also uses the dashboard to alert her when a discussion in her chosen sources about Waterloo Maple spikes. She is able to set threshold levels and display an alert on her dashboard when the frequency or interplay between sources involving news of Waterloo Maple warrants her interest.

Persona

Overview

Mandy is young and relatively new to the workplace. Her job as a marketing analyst for Waterloo Maple Software is good, but at this level her workload is quite broad, plentiful and often tedious. The major role that she hold is to know what people are thinking about her company, which produces general purpose Mathematics software.

Mandy's familiarity with computers is mostly informed by her Business background. She does not have a natural understanding of computers, and relies heavily on documentation and examples.

Scenarios

Scenario 1

Mandy has been tracking her company in the media as well as, at the same time, keeping an eye out for trademark infringement. It has been time consuming: she searches through newspaper databases, runs google alerts, and constantly tracks the for fifty search results for "Maplesoft". When a colleague suggests "that cool new JiTR thing", she decides to give it a try.

Upon first visiting the site (Image 1), the main page has various informations, including a video explanation of the system's functionality and blurbs showing various creative ways that people have been using the site(Image 2). One of these short blurbs outlines a "commercial user", so she clicks on the accompanying link for more information, and is presented a more detailed page of how commercial users can use JiTR. Finally convinced, she goes through the simple sign-up process (Image 3). Upon first log-in, there is an example repository in her account (Image 4), with items that further explain how it works.

Scenario 1 Point-Form
  • Mandy hears about JiTR, but doesn't yet fully grasp it
  • She goes to the page to test it out, and finds a lot of information about it
  • The information looks at functionality, but also, in a more practical sense, specific uses by different types of people. There is also a video walkthrough
  • Mandy clicks on one of the blurbs that is similar to her uses, and finds out more information
  • convinced, Mandy signs up
  • upon first login, there is a "tutorial" repository

Scenario 1 Wireframe

sm_StartPage.jpg
Mandy first visits the page.

sm_MoreInformationPage.jpg
Mandy clicks for more information.

SignUp.jpg
Mandy Decides to sign-up.

sm_FirstLogin.jpg
Mandy's first login.

Scenario 2

Mandy sets up two repositories to help her track mentions of her company in the media, an ongoing task in her position. The first repository looks at general mentions online. First, she follows the steps of the Repository Wizard, where she names the repository ("General Maple Mentions"), sets up the style of item collection ("web spider") and sets the verbosity of site instructions ("very"). She sets the web spider to search for new instances of Waterloo Software or their product, "Maple 11" being mentioned online. So as to receive less irrelevant information, the Wizard suggests that Mandy populate a list of relevance keywords, such as "algebra","tool", and "programming", which then allows her to set a threshold of probable relevance. After asking what she is using the tool for, the Wizard suggests that Mandy organize her items using priority tags (e.g. "1" for most credible source, "3" for least important source).

After completing her initial repository setup, Mandy returns to the Knowledge Manager to add addition ways of collecting items. She sets up a tool to monitor the changes of the "Waterloo Maple Software" Wikipedia pages as well as blog search mentions, categorizing accordingly the items obtained from these. If the web spider,wiki-tracker, or blog-watcher overlap, JiTR's instructions assure Mandy that the system won't put the same entry in twice.

After a few days of testing JiTR, Mandy creates her second repository. This one is of major news and business news mentions. Shes sets it up similar to her first, except that the Wizard offers her a template that includes a web search with a "major media" filter list and a search tool for Lexis-Nexis. Since JiTR stores all the circumstances (metadata) of an item's amassment, the filtered web search of the second repository is able to scan the first repository, and gather any items that would have been pulled in had the second repository's search been running earlier.


NOTES: As Geoffrey noted, why would she be using two repositories? A good (and I would add 'well understood') tagging/labelling system would make it unnecessary.

Scenario 2 Point-Form
  • Mandy has two repositories: one of general mentions of the company or company software, and the other of major mentions
  • To setup her repository, she starts the wizard
  • Mandy sets up a search engine spider, then goes back and sets up a blog tracker and a Wikipedia page change tracker
  • The wizard suggests a way to tag her items (priorities)
  • the search engine spider allows her to put in other keywords, to help its relevance threshold
  • the system is good at hand-holding Mandy through the process
  • Mandy's second repository is similar to the first, but the system offers a template, which searches major news sites as well as Lexis-Nexis

Summary (see JiTRCollectiveSummaries)

What Mandy needs from the system with ease.

  • automatically collect feeds in more than one way per repository
  • clear instructions
  • repository wizard
  • filters that can tag/categorize items, exclude items, or even move/copy them between repositories
  • preset filter lists, such as "Major News Organizations"
  • relevance threshold
  • wikipedia tracking tool, blog scraper
  • ability to a search a password protected site such LexisNexis? Corporate
  • duplicate item prevention
  • repository setup templates, based on popular uses of JiTR
  • good documentation
    • example repository
  • "the pitch": an easily digestible signed-out front page
    • user stories
    • video

Wireframes

-- PeterOrganisciak - 19 Dec 2007

  • (comment from ShawnDay - 06 Feb 2008 22:43:44): Peter: as an interesting experiment you may want to try posting blog entries on a couple products and see how the Mandy's of the world respond. Seriously.
  • Start Page (first visit):


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