Personas are archetypes that communicate the research findings. They are research-based, though do not describe any one research participant in particular. They model the behaviors, frustrations, needs, and most of all goals that the researcher observed

The strength of personas is that they provide a design target for the team. Without a target:

  • Teams drift since they have nothing particular in mind. This leads to
    • Design for self
    • Design for mom
    • Design for product
    • Stretchy targets that magically fit any problem the designers throw at them
  • Are not able to judge whether or not a design solution is any good.

Alan Cooper et. al. describe five strengths of personas

  • Determine what a product should do and how it should behave
  • Communication tool with stakeholders and other design team members
  • Build consensus and commitment to the design
  • Measure the design’s effectiveness
  • Contribute to other product-related efforts such as marketing and sales plans.
    About Face Cooper, Alan et. al. 2014. 4th Edition. Page 64.

Creating Personas

  • [[Persona creation – identify continuums]]
  • [[Data Model]]
  • [[Distilling Research into Deliverables (Salon)]]
  • [[Fair Trade Research Interviews]]

Presenting Research

  • [[Persona Presentation]]

Using Personas

  • [[Outline – Goal-Directed Design]]
  • [[Be a fly on the wall during Pair Design]]
  • [[Scenario Creation]]

Types of Personas

Goal-Directed Design personas are the default and are discussed here. There are a number of sub-types:

  • [[Primary Personas]]
  • [[Secondary Personas]]
  • [[Served Personas]]
  • [[Accessibility Personas]]
  • [[Anti-Persona]]
  • [[Customer Personas]]

Other types of personas

  • [[Role-based personas]]
  • [[Engaging personas]]
  • [[Proto-personas]]
  • cf. [[Variant types of personas]]

One response to “Personas”

  1. […] maps are indispensable to build the bridge between Personas and Scenarios. Another potential use is in seeing the level of support users have at which stages […]

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