Personas

30

Fig. 3.1 Cooper et al. 2014

 31

Fig. 3.2 Cooper et al. 2014

 Persona

• Fictional character

• Represent a segment of customers

• Provide a precise way to communicate

– how groups of users behave,

– how they think, and

– what they want to accomplish and why

32
 How to create a persona

Based on research:
Collect information using surveys,
questionnaires, interviews, etc.

33
 How to create a persona

Group users according to:

• age,
• activities,
• attitudes,
• motivations,
• skills,
• etc.

34
 How to create a persona

• Synthesize characteristics and define

goals: what interview subjects are
trying to accomplish and why

• Check for completeness and

redundancy

35
 How to create a persona

• Designate persona types

• Expand the description of attributes
and behaviours

36
 Steps to create a Persona from interviews
1. Group users by role

2. Identify demographics and behavioural variables (age, activities, attitudes, motivations, skills, etc.)

3. Group users according to their behaviour

4. Synthesize characteristics and define goals: what interview subjects are trying to accomplish and why

5. Check for completeness and redundancy

6. Designate persona types

7. Expand the description of attributes and behaviours

37
 How to create a Persona?

• It is based on research

• A number of elicitation techniques can be utilized to conduct this research:

§ Interviews and surveys/questionnaires are two techniques commonly used

• The persona is written in a narrative form

• Focuses on providing insight into the goals of the group

• Personas help bring the user to life

38
 Gathering data for Personas

Information about users

Interviews with system Interviews with users
supplied by stakeholders
users and business outside of their use
and subject matter
customers contexts
experts (SMEs)

Market research data Data gathered from

Market-segmentation
such as focus groups and literature reviews and
models
surveys previous studies

39
WHO
Context
Motivation
Motivation
 Information in a Persona

• Who (name, age, gender, education)

• Context (where, when, type of environment)

• Motivation (goals, purpose, expectations, urgency, desires ...)

• Attitude (timid, aggressive, cautious, bold ...)

45
 Personas help avoid three design issues

• The “elastic” user

o A persona have specific requirements based on their goals, abilities and contexts

• Self-referential design
o Personas are based on customers groups, not designers or developers

• Edge cases
o Personas can be used to prioritize functions with great clarity

46
 Why use personas?

Determine what a product should do and how it should behave

Communicate with stakeholders, developers, and other designers

Build consensus and commitment to the design.

Measure the design’s effectiveness

Contribute to other product-related efforts such as marketing and sales plans

ISYS90049 (c) Univ. of Melbourne 2/9/20 15

47