How about having an universal set of proven and reusable behavioral user models? These models can be used for creating interaction design, building content strategy or optimizing for conversion. You can quickly build user models applying simple and effective approach that uses behavioral archetypes based on Temperament types (also called MBTI by some people) with interpretation for design. We will go beyond the classical MBTI approach and will touch some secrets based on years of practical experience.

1. Design with Temperament
Hienadź “Gena” Drahun

3. 195 Visual Definitions of
User Experience
http://www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience

4. http://en.wikipedia.org/wiki/World_of_Tanks

5. https://www.allsecur.nl

6. Do not have
access to user
research?

7. • Actionable and simple
• Universal (applied for mass-market)
• Proven on practice
• Reusable
What about having a set
of user models?

8. 4 Types of
Temperament

9. Design practice
Bryan Eisenberg
Theory
David Keirsey
http://www.keirsey.com/ http://www.bryaneisenberg.com/

10. Quick
(Lymbic Mode)
Based on
Emotions
(Right Brain)
Based on
Facts
(Left Brain)
Deliberate
(Cerebral Mode)
How we are making decisions?

11. Rationalist Hedonist
Traditionalist
Socializer-
Philanthropist
Quick
(Lymbic Mode)
Based on
Emotions
(Right Brain)
Based on
Facts
(Left Brain)
Deliberate
(Cerebral Mode)

12. Traditionalist
Quick
(Lymbic Mode)
Based on
Emotions
(Right Brain)
Based on
Facts
(Left Brain)
Deliberate
(Cerebral Mode)

13. • Dependable, helpful, and hard-working
• Dutiful, cautious, humble, and focused on
credentials and traditions;
• Concerned, trust authority, seek security,
prize gratitude
“ Work hard today, to feel good tomorrow”
Traditionalist

14. • Browses methodically, using primary
navigation
• Looks for Detailed Information,
Comparisons
• Needs the feeling of Familiarity, Trust &
Security;
• “DIY” – “help yourself”
“What your product does?
How it does it?”
Design for Traditionalist

15. Eye-tracking of Traditionalist
http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/

16. Hedonist
Quick
(Lymbic Mode)
Based on
Emotions
(Right Brain)
Deliberate
(Cerebral Mode)
Based on
Facts
(Left Brain)

17. • Fun-loving, optimistic, realistic, and
focused on the here and now;
• Unconventional, bold, and spontaneous;
• Excitable, trust their impulses, want to
make a splash, seek stimulation, prize
freedom, and dream of mastering action
skills;
• Curious, love games, surprises, and
presents
“Want to feel good right now”
Hedonist

18. • Drawn to top items that are immediately
available, Actions & Special proposals;
• Clear calls to action, quick & clear USPs,
short conversion funnels;
• Short summative texts, visuals;
• Uses search to get to the site, SEO texts
are optimized for Hedonists;
“Give me the best option, quick and
easy ”
Design for Hedonist

19. Eye-tracking of Hedonist
http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/

20. Socializer-
Philanthropist
Quick
(Lymbic Mode)
Based on
Emotions
(Right Brain)
Deliberate
(Cerebral Mode)
Based on
Facts
(Left Brain)

21. • Oriented on personal development, seek
their true self;
• Ready to help and trust, but are
cautious;
• Loving, kindhearted, and authentic.
• Enthusiastic, trust their intuition, yearn
for romance
“Use communication to make
themselves and the world better”
Socializer- Philanthropist

22. • Want to get it “quick & easy” but are
cautious, value personal
communication;
• Who are you? What are your ethical &
moral values? (“About us”, etc.)
• Whom have you already helped?
• How can I help others?
“How does your product make the
world better?”
Design for Socializer

23. Eye-tracking of Socializer
http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/

24. Rationalist
Quick
(Lymbic Mode)
Based on
Emotions
(Right Brain)
Based on
Facts
(Left Brain)
Deliberate
(Cerebral Mode)

25. • Pragmatic, skeptical, self-
contained, and focused on problem-
solving and systems analysis;
• Ingenious, independent, and strong
willed;
• Even-tempered, trust logic, yearn
for achievement, seek knowledge,
prize technology, and dream of
understanding how the world
works.
“To find the best solution”
Rationalist

26. • Perfectionists, look for the BEST
and most efficient way to make
things done;
• Very quick in judging about what is
not BEST or “suspicious”;
• Masters of comparison &
verification;
• Feel flattery and “desire to sell”
“Give me the facts to proof that
your product is the best option”
Design for Rationalist

27. Eye-tracking of Rationalist
http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/

28. Quick
Based on
Emotions
Based on
Facts
Deliberate

29. Practical Application I
• Information Architecture;
• Content Strategy/ Creation;
• Visual Design;
• Design for Conversion & Persuasion;

30. • Personas / User models;
• Walkthroughs;
• Journey Maps;
• Content Audits
Practical Application II

31. Design with Temperament
Part 2: Secrets

32. - Do we design separately for
every temperament type?
- For all types at once!

33. ?
What is the distribution of
temperament types
Rationalist Hedonist
Traditionalist
Socializer-
Philanthropist

34. Rationalist
(<10%)
Hedonist
(~ 35%)
Тraditionalist
(~45%)
In “Reality” (±5%)
Socializer-
Philanthropist
(10%+)

35. For which temperament
should we design first?

36. HEDONISTS FIRST
100%
35%

37. Second?

38. HEDONISTS FIRST
TRADITIONALISTS SECOND
100%
80%

39. Designing for only
2 temperament types
= 80% of audience!

40. It is already enough
(for a good start)

41. Traditionalist Hedonist
eCommerce
Games
News/ Content
Help & Service
«Casual»
shopper
«Targeted»
shopper
«Grinder»
«Hardcore»
gamer
«D.I.Y»
«Scanner»
«Casual»
gamer
«Help me...»

42. Product focused
Browsers
Researchers
Bargain hunters
One-time shoppers
5 Types of E-Commerce Shoppers
Traditionalist
Hedonist
Traditionalist
Hedonist
Hedonist
http://www.nngroup.com/articles/ecommerce-shoppers/

43. PHILANTROPISTS NEXT
HEDONISTS FIRST
TRADITIONALISTS SECOND
90%

44. 3 temperament types
= 90% of audience!

45. RATIONALISTS IF YOU DARE!
PHILANTROPISTS NEXT
HEDONISTS FIRST
TRADITIONALISTS SECOND
100%

46. Temperament type is not a
category

47. Rationalist Hedonist
Traditionalist Socializer-
Philanthropist
= 

48. “Bright” Temperaments

49. Temperament type is not a
category but rather a space,
shape

51. Temperament type is not a
category but rather a space,
shape, which changes with time

52. Traditionalist Hedonist
In a good mood
Tired
Concentrated
Serious decision
Minor decision
Familiar environment
New environment
Following decisions
First decision

53. True good intentions
Sympathetic, authentic
people
Checkable, concrete
results
Socializer- Philanthropist

54. Temperament type is not a
category but rather a space,
shape, which changes with time
and not only…

55. ~50%
~25% ~20%
~45%
~35%
>10%
<10%
Distribution by Gender …
(approximate)

56. Questions?

57. Hienadź “Gena”
Drahun
@HDrahun
Hienadz.drahun
hienadzdrahun

58. ССЫЛКИ

60. Rationalist
Hedonist
Traditionalist
Socializer-
Philanthropist

61. http://www.bryaneisenberg.com/wp-content/uploads/2013/10/persona-attributes-raw.png?66ae93

62. http://www.bryaneisenberg.com/wp-content/uploads/2013/10/persona-attributes-raw.png?66ae93

63. Bartle’s 4 Players Types
Rationalist
Hedonist
Traditionalist
Socializer-
Philanthropist