Proposed Personas and Usability Testing extensions to schema.org

Thing > Person > Persona

An archetype representing a fictional person or a group of persons.

Property Expected Type Description
Properties from Thing
description Text A short description of the item.
image URL URL of an image of the item.
name Text The name of the item.
URL URL URL of the item.
Properties from Person
additionalName Text An additional name for a Person, can be used for a middle name.
address PostalAddress Physical address of the item.
affiliation Organization An organization that this person is affiliated with. For example, a school/university, a club, or a team.
alumniOf EducationalOrganization An educational organizations that the person is an alumni of.
awards Text Awards won by this person or for this creative work.
birthDate Date Date of birth.
children Person A child of the person.
colleagues Person A colleague of the person.
contactPoints ContactPoint A contact point for a person or organization.
deathDate Date Date of death.
email Text Email address.
familyName Text Family name. In the U.S., the last name of an Person. This can be used along with givenName instead of the Name property.
faxNumber Text The fax number.
follows Person The most generic uni-directional social relation.
gender Text Gender of the person.
givenName Text Given name. In the U.S., the first name of a Person. This can be used along with familyName instead of the Name property.
homeLocation Place or ContactPoint A contact location for a person's residence.
honorificPrefix Text An honorific prefix preceding a Person's name such as Dr/Mrs/Mr.
honorificSuffix Text An honorific suffix preceding a Person's name such as M.D. /PhD/MSCSW.
interactionCount Text A count of a specific user interactions with this item for example, 20 UserLikes, 5 UserComments, or 300 UserDownloads. The user interaction type should be one of the sub types of UserInteraction.
jobTitle Text The job title of the person (for example, Financial Manager).
knows Person The most generic bi-directional social/work relation.
memberOf Organization An organization to which the person belongs.
nationality Country Nationality of the person.
parents Person A parents of the person.
performerIn Event Event that this person is a performer or participant in.
relatedTo Person The most generic familial relation.
siblings Person A sibling of the person. (the number of siblings would be nice as a property)
spouse Person The person's spouse.
telephone Text The telephone number.
workLocation Place or ContactPoint A contact location for a person's place of work.
worksFor Organization Organizations that the person works for.
Properties from Persona
personaType Text The type of Persona: Primary/Secondary/Negative/Supplemental/Served/Customer.
tagline URL or Text A tagline specific to the persona category.
mainPoint Text Main points specific to the persona category.
minHeight Float The minimum height relevant to the persona. Recommended use: meters or feet.
maxHeight Float The maximum height relevant to the persona. Recommended use: meters or feet.
minWeight Float The minimum body weight relevant to the persona. Recommended use: kilograms or pounds (mass).
maxWeight Float The maximum body weight relevant to the persona. Recommended use: kilograms or pounds (mass).
minBustSize Float The minimum bust size relevant to the persona.
maxBustSize Float The minimum bust size relevant to the persona.
minWaistSize Float The minimum waist size relevant to the persona.
maxWaistSize Float The maximum waist size relevant to the persona.
minFeetSize Float The minimum feet size relevant to the persona.
maxFeetSize Float The maximum feet size relevant to the persona.
experienceGoal Text Experience goals are simple, universal, and personal. (could also be personalGoal)
endGoal Text End goals represent the user's motivation for performing the tasks associated with using a specific product. (could also be named practicalGoal)
lifeGoal Text Life goals represent personal aspirations of the user that typically go beyond the context of the product being designed. (could also be named personalGoal)
businessGoal URL or Text Business goals represent the goals of the organization the persons works for.
technicalGoal Text Technical goals reflect technical aspects regarding an application/product for example: run in a variety of browser, data privacy etc.
experienceLevel Text Reflects the experience level of a persona with the application/product proposed Levels: Beginner/Intermediate/Advanced.
technicalLevel Text Reflects the technical level of a persona.
disability Disability or Text A persona disability/disabilities relevant to accessibility aspects of the application/product.
myersBriggs Personality or Text inspired by FOAF Myer Briggs personality classification 16 4-letter textual codes: ESTJ, INFP, ESFP, INTJ, ESFJ, INTP, ENFP, ISTJ, ESTP, INFJ, ENFJ, ISTP, ENTJ, ISFP, ENTP, ISFJ..
topicInterest Thing A thing of interest for a certain persona, inspired by FOAF topic_interest
affectiveState Emotion or Text The affective state of the user at a certain moment, if a proper schema is not used, please provide a certain emotion using text format.
frustrationPoint Text Elements of a UI/UX or certain characteristics that frustrate the user or (s)he sees as pain points. These elements will help in usability evaluation.
userRole Text The role of the user in the application/product (if necessary - for example admin, basic user etc.).
scenario Scenario or URL The scenario where the users represented by this persona will be used in the usability tests.
context Context Description of the context that best fits a scenario. Also the matter is that the context is also composed from a Place and Event
otherNotes Text Other notes and observations regarding the persona.

Thing > Scenario

A scenario represents a collage of events or series of actions and events, which takes place under certain conditions.

Property Expected Type Description
Properties from Thing
description Text A short description of the item.
image URL URL of an image of the item.
name Text The name of the item.
URL URL URL of the item.
Properties from Scenario
product Product or SoftwareApplication A product is used in this scenario, it could be a software application or even a physical product such as mobile phone or car.
scenarioName Text Name of the scenario.
userTask Task or Text Tasks to be performed by the user.
productTask Task or Text Task performed by the product in response to the user.
interactionMedium Text The medium of interaction for example Touch, Gestural, Mouse+keyboard etc.
description ImageObject or Text Short description of the scenario via text or image.
context Context Scenario context.
participant Person Participants to this scenario.
usabilityTest UsabilityTest or Text Details regarding the usability test.
evaluatedElements Text What are the focus/key elements in this scenario, which will be tested later on.

Thing > Context

The circumstances that form the setting for an event or a scenario.

Property Expected Type Description
Properties from Thing
description Text A short description of the item.
image URL URL of an image of the item.
name Text The name of the item.
URL URL URL of the item.
Properties from Context
contextType Text Context type - recommended values: Physical/Virtual or Tangible/Intangible.
location Place or PostalAddress Location of the context (for example building name or postal address).
event Event Upcoming or past events associated with this context.
geo GeoCoordinates or GeoShape The geo coordinates of the context.
sensorData Text Data from the sensors regarding this context.
photos Photograph or ImageObject Photographs of the context.
reviews Review Review of the context.

Thing > Disability

Categories of physical or mental disabilities of a person.

Property Expected Type Description
Properties from Thing
description Text A short description of the item.
image URL URL of an image of the item.
name Text The name of the item.
URL URL URL of the item.
Properties from Disability
visualImpairment Text Visual impairment or blindness.
hearingImpairment Text Hearing impairment or hard of hearing or deafness.
gustatoryImpairment Text Impairment of the sense of smell and taste.
somatosensoryImpairment Text Insensitivity to stimuli such as touch, heat, cold, and pain.
intellectualImpairment Text Intellectual disability is a broad concept that ranges from mental retardation to cognitive deficits.
mentalEmotionalDisorder Text A mental disorder or mental illness is a psychological or behavioral pattern generally associated with subjective distress or disability that occurs in an individual.
developmentalDisability Text Developmental disability is any disability that results in problems with growth and development..

Thing > ProductTesting > UsabilityTest

Usability testing measures the ease of use, of a specific component or set of components belonging to a Product or Application.

Property Expected Type Description
Properties from Thing
description Text A short description of the item.
image URL URL of an image of the item.
name Text The name of the item.
URL URL URL of the item.
Properties from UsabilityTest
productTested Product or SoftwareApplication A product is used in this scenario, it could be a software application or even a physical product such as mobile phone or car.
componentTested Text The component of the product/application that is being tested.
personaTested Persona The type of Persona (Primary/Secondary/Negative/Supplemental/Served/Customer) being tested.
inspectionMethod Text Examine the usability aspects of a UI design by abiding to a set of guidelines. Further details: The state of the art in automating usability evaluation of user interfaces for automation purposes.
testingMethod Text Testing method used. Further details: The state of the art in automating usability evaluation of user interfaces.
participant Person The user particpating to the test. Could be an actual user of an observer/moderator.
testDuration Duration The length of time it takes to do the test, in ISO 8601 duration format.
context Context Description of the context that best fits a scenario. Also the matter is that the context is also composed from a Place and Event.
scenario Scenario The scenario where the users represented by this persona will be used in the usability tests.
testObjective Text An objective/goal of the usability test.
userTask Task or Text Tasks to be performed by the user.
testQuestion Text A question presented to the user before/during/after the usability test.
successCriteria Text A successful design has been achieved when: 50% of users...; 80% of users... etc. Established before the test and compared with the test findings.
testFinding Text or URL A finding extracted after performing the usability test. (E.g. A number of users (specify the number) did/found _______). Can be positive of negative.
recommendation Text or URL Depending on the findings recommendations to those findings can be issued. (A more rigorous model can be created based on testFinding and recommendation)
expectedAnswer Text An answer we expect to obtain to a certain question.
givenAnswer Text An answer we obtained to a certain question.
testObservation Text or URL Written/video/audio notes attached to the usability test. These notes reflect the user thoughts and frustrations.

Thing > Workflow > Task

An activity that needs to be accomplished within a defined period of time.

Property Expected Type Description
Properties from Thing
description Text A short description of the item.
image URL URL of an image of the item.
name Text The name of the item.
URL URL URL of the item.
Properties from Task
taskType Text Could be an interactive task (performed by the user) or a non-interactive task (a feedback from the product/application).
taskPerformer Product or SoftwareApplication or Person A task could be performed by a Person, Product or Application.
estimatedTime Duration The estimated length of time it takes to do the task, in ISO 8601 duration format.
completionTime Duration The completion time of a task, in ISO 8601 duration format. A user might complete a task in a shorter or greater time than the estimatedTime. If the completionTime exceeds the estimated time then there is a problem. Also a user might skip the current task thus the completionTime would be 0.
action Text or URL A user or software/product performed action.
inputValue Text A user or software/product inputed value.
taskResult Text or URL A user can complete the task, skip it or have trouble with it. This property provides a description the user thoughts on the task, how (s)he manage to complete it or why (s)he skipped or had trouble with the task.