Creating Experiences for User Roles3:50 with Hope Armstrong
Learn how a user role defines the user's experience and controls what the user is able to see and do within a product.
- User role: A name for a set of permissions that control what the user is able to see and do within a product.
- B2B: An abbreviation for "business-to-business". A B2B product serves businesses. For example, here are a few B2B companies: WeWork, Mailchimp, and Salesforce.
- B2C: An abbreviation for "business-to-consumer". A B2C product serves individual consumers. For example, these companies are mostly B2C: Chipotle, Target, and Instagram. It gets murky since they do serve businesses in some ways, but they're largely B2C.
- Note: Many companies are a hybrid of b2b and b2c. For instance, Apple sells computers to individuals and they also sell to businesses.
[MUSIC] 0:00 Hi, I'm Hope. 0:09 I'm a Product Designer at Treehouse. 0:10 In this workshop, we'll delve into the nuances of building a product for 0:12 different audiences. 0:16 In the previous course, you may have learned about personas. 0:18 A persona represents a common user and a product's target audience. 0:22 It contains demographics, behaviors, motivations, and so on. 0:27 But a product can have more than one persona and 0:32 personas can greatly differ from one another. 0:35 A consumer-facing company, 0:39 like Nike, has casual shoppers who buy basic running sneakers. 0:40 But they also have hardcore sneaker fans who like to customize their shoes. 0:46 Those are separate personas, but 0:53 there aren't explicit user roles shown to the visitor. 0:54 The Nike website is a shared experience where each persona can find their own way. 0:58 On the other hand, business-to-business products commonly called B2B products, 1:04 often do distill the goals of personas into user roles 1:10 in order to create divergent paths. 1:14 A user role defines the user's experience and 1:17 it controls what the user is able to see and do within the product. 1:20 Let's look at Google Docs. 1:25 When you share a document with a person, you can adjust their permission settings. 1:27 I can give someone full reign over my document by allowing them to edit or 1:31 I can allow them to comment, which lets them post comments and suggestions. 1:36 The most restrictive permission setting is view only, 1:41 which allows them to see the document but not interact with it. 1:44 Google Docs service businesses in addition to individual customers. 1:48 So you can see here that I also have the ability to make this discoverable to 1:53 the entire Treehouse organization. 1:57 That's much easier than me having to invite everyone one by one. 2:00 See how Google designed this app for several user roles? 2:05 Let's look at another app, Slack. 2:10 Slack is a messaging app that's commonly used by businesses. 2:13 Here's a workspace where I'm an admin. 2:17 As an admin, I have special privileges to change the workspace settings, 2:20 manage members, create user groups, manage apps and control the billing. 2:25 Let's invite a new user. 2:31 Great, now a login to that user to see how the experience differs for 2:42 a regular, non-admin user. 2:46 The app looks the same from this view, but let's dig into the menu. 2:50 There's no longer an administration option. 2:54 Let's try to invite someone else. 2:59 Now, I successfully was able to invite a new member but 3:08 notice how I don't have visibility into the members' settings beyond that. 3:10 Let's pop back into the admin experience. 3:16 As an admin, I can view invitations and can even revoke a pending invitation. 3:19 From the Manage members tab, I can change their role to owner, admin, or guest. 3:26 I can also deactivate their account. 3:32 So as you can see, there is the main user experience that they both share. 3:35 But, there are variations and what they see and what action they can take. 3:40 In the next video, 3:45 let's take a look at the benefits of including user roles in a product. 3:46
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