Personas

Comic Relief

As part of a project I'm working on, we are going to develop a comic-style collection of user scenarios to help communicate best practices around a security service we are offering.

How to Understand Your Users with Personas

Personas are a powerful tool for helping you to better understand the needs of your users. In this comic, drawn exclusively for Think Vitamin, you’ll learn more about Personas and how they’ll revolutionize the way you design and build web sites.

The Origin of Personas

The Inmates Are Running the Asylum, published in 1998, introduced the use of personas as a practical interaction design tool. Based on the single-chapter discussion in that book, personas rapidly gained popularity in the software industry due to their unusual power and effectiveness. Had personas been developed in the laboratory, the full story of how they came to be would have been published long ago, but since their use developed over many years in both my practice as a software inventor and architectural consultant and the consulting work of Cooper designers, that is not the case. Since Inmates was published, many people have asked for the history of Cooper personas, and here it is.

Getting from Research to Personas: Harnessing the Power of Data

The usefulness of personas in defining and designing interactive products has become more widely accepted in the last few years, but a lack of published information has, unfortunately, left room for a lot of misconceptions about how personas are created, and about what information actually comprises a persona. Although space does not permit a full treatment of persona creation in this article, I hope to highlight a few essential points.

Personas and Goal-Directed Design: An Interview with Kim Goodwin

We use personas because they are powerful design, measurement, and communication tools. We use them in design to help us avoid the elastic user problem--where "the user" is a total novice one minute and a technophile the next--as well as self-referential design, because designers are seldom representative of a product's target audience. Personas also help cut through assumptions that certain tasks are necessary; if a task doesn't directly help accomplish a goal, we can try to eliminate it.

What's Your Customer's Persona?

Using "personas" forces us to think carefully about who our customer is for each product — what they need and want and how they'll use it. We've come up with a few personas, and each one has a name and personality. Even for a book on business planning, for instance, "Sally Startup" has different needs than does "Vic Venture."

User Stories: A Strategic Design Tool

A collaborative approach enables clients to actively participate in the process, increasing the likelihood of achieving a collective vision for the project. This article focuses on the first step in the journey towards collaboratively developing a User Experience Strategy and is concerned specifically with how user stories are generated, themed and prioritized.

What’s My Persona? Developing a Deep and Dimensioned Character

I believe designers gather data to understand the personas that represent the users for whom they are designing a user interface. This is quite similar to the way actors must develop an understanding of their characters. So, developing their character-building and storytelling skills can help designers—just as it does actors.

The Web as a Conversation

Writing toward personas can help produce a successful form of content creation. Of course the next step after writing is to test the content with your customers to see if it indeed answers their questions. But there’s an important next step, especially if you’re a larger organization. You must work cross-silos to make sure different departments are not having contradictory conversations with the same customers. You also have to ensure that all the information on your site is current. If one department updates data, they all must still agree!

Caution: Stereotypes Under Construction

Now that I have your attention, I’ll tell you up front that what Janea follows is not a rant. It’s not even a statement for or against Triplett political correctness. It’s a caution–words of warning about the creation of personas and the practice of user profiling. Even if one calls it the development of an archetype or ideal type, it is still a stereotype.

Ten Steps to Personas

Having worked with personas before the method ever came to be known as personas there are, from my research and practical experience, three important areas that have to be considered: the data material, engagement in the personas descriptions, and buy-in from the organization which is part of the development process whether it is redesign or a development from scratch. This is the rationale behind my development of 10 steps to personas, an attempt to cover the entire process from initial data gathering to ongoing development.

User Persona: Its Application and The Art of Stereotyping

There is so much discussion about user personas, but very few examples are reported on Internet with some evidence of its actual usage. So here is a persona that I explored long back. It was useful!

Real or Imaginary: The Effectiveness of Using Personas in Product Design

The use of personas as a method for communicating user requirements in collaborative design environments is well established. However, very little research has been conducted to quantify the benefits of using this technique. The aim of this study was to investigate the effectiveness of using personas. An experiment was conducted over a period of 5 weeks using students from NCAD. The results showed that, through using personas, designs with superior usability characteristics were produced. They also indicate that using personas provides a significant advantage during the research and conceptualisation stages of the design process (supporting previously unfounded claims). The study also investigated the effects of using different presentation methods to present personas and concluded that photographs worked better than illustrations, and that visual storyboards were more effective in presenting task scenarios than text only versions.

User Research for Personas and Other Audience Models

This is not going to be an article about personas or even what distinguishes a good persona from a bad one. Instead, this article is about the ingredients we can draw on when creating audience models and some alternative ways of communicating the results of an audience analysis. First, however, let me briefly discuss what we generally mean when we talk about personas and the role they play in the design and development process.

What is an End-User Software Engineer?

To address the challenge of developing a shared understanding of the users that participate in each scenario we have developed a set of personas that describe the work styles, characteristics and motivations that are common to particular groups of people using our products. The personas help us communicate these characteristics by humanizing them, increasing the empathy that team members have for these fictional users.

XML Personas

While looking over the slides for the Tools of Change presentation, I came across this fun presentation(PDF) by Bill Kasdorf to explain different versions of XML for publishing. The graphics are under the fold.

Age 50+ Persona for the STC Body of Knowledge

Many STC members have contributed to the Body of Knowledge and as the endeavor continues, the more important it becomes to gain many perspectives and ideas from all across the STC membership. SIGs have unique angles for their contributions. Lori Gillen, co-manager of the AccessAbility SIG, contributed this persona for use by the BOK. This persona illustrates pertinent accessibility issues that a body of knowledge for technical communicators should encompass.

Communicating Customer and Business Value with a Value Matrix

If you’re like me, you’ve always felt something was missing once you finished creating your personas and scenarios. They communicate the heart and goals of the user, but miss out on a lot of details. And while it’s the intent of both documents to do just that, neither personas nor scenarios succinctly communicates to your business what features a product or service should have and why it should have them.

The Road to Personas

Who are your users? How do they work? How do your products fit into their routines? Filippo discusses audience analysis and developing user profiles to create effective user assistance.

Persona Non Grata

Everyone is mad for personas. They’ve permeated the highest and deepest levels of organizations, and have become a standard interaction design tool. Whole projects are now built around creating them, and there’s a feeling that once you get a half dozen or so, your design problems will be solved. Presumably, your personas solve them for you. The problem is, most teams build personas from the wrong kind of user information, or worse, base them on assumptions. It’s no surprise that a Web search for personas brings up an amazing variety of persona sets, and most of them are terrible.

Accessibility in User-Centered Design: Personas

Personas are "hypothetical archetypes" of actual users. They are not real people, but they represent real people during the design process. A persona is a fictional characterization of a user. The purpose of personas is to make the users seem more real, to help designers keep realistic ideas of users throughout the design process.

User Group Profiles

Generally, user group profiles are not developed for all user groups, rather they are developed for the primary user groups and for user groups that designers don't know well. Because many designers start out with little or no knowledge of accessibility issues, adding accessibility considerations to user group profiles is particularly important.

Bringing Your Personas to Life in Real Life

The way you communicate personas and present your deliverables is key to ensuring consistency of vision. Without that consistency, you’ll spend far too much time arguing with your colleagues about who your users are rather than how to meet their needs. Let’s start with a review of what we know about personas, and why they are useful.

Using Persona Advocates to Develop User-Centric Intranets and Portals

One powerful design tool, personas, can help provide a framework for building Intranets that will satisfy a variety of needs. Effectively developed and used, personas enable Intranet teams to hone in on user needs and build interfaces and user experiences that end-user audiences can and will use.

When Role Playing Doesn’t Work: Seven Guidelines for Grounding Usability Testing in Participants’ Real Lives

Usability testing makes use of a lot of role-playing scenarios like this one, and many findings and design recommendations result from participants’ responses to these scenarios. But an over-reliance on role playing when testing a product and making design recommendations can have major downsides and risks

Personas and Diversity

As a company recognized by a number of publications and organizations for its ongoing commitment to a diverse workforce, Wachovia promotes diversity as a business imperative critical to the company's success. On Wachovia's web properties, the company tries to appeal to diverse segments through images of people of different races, ethnicities, and ages, reflecting the company's customer base. However, a recent usability test revealed that working off such demographics alone is not enough to translate diversity, and that building personas is the key to creating, not just representation, but relevancy.

Crappy Personas vs. Robust Personas

If you're just going to guess on the personas, why bother? Just design for yourself, like the 37Signals team does. However, when you do the field studies, you create relationships with the people in your research. You can return to those people and ask them questions. You can learn about the things they do.

Building a Data-Backed Persona

Incorporating the voice of the user into user experience design by using personas in the design process is no longer the latest and greatest new practice. Everyone is doing it these days, and with good reason. Using personas in the design process helps focus the design team's attention and efforts on the needs and challenges of realistic users, which in turn helps the team develop a more usable finished design. While completely imaginary personas will do, it seems only logical that personas based upon real user data will do better. Web analytics can provide a helpful starting point to generate data-backed personas; this article presents an informal 5-step process for building a 'persona of the people.' In practice, outcomes indicate that designing with any persona is better than with no personas, even if the personas used are entirely fictitious. Better yet, however, are personas that are based on real user data. Reports and case studies that support this approach typically offer examples incorporating data into personas from customer service call centers, user surveys and interviews. It's nice work if you can get it, but not all design projects have all (or even any!) of these rich and varied user data sources available. However, more and more sites are now collecting web analytic data using vendor solutions or free options such as Google Analytics. Web analytics provides a rich source of user data, unique among the forms of user data that are used to evaluate websites, in that it represents the users in their native habitat of use. Despite some drawbacks to using web analytics that are inherent to the technology and data collection methods, the information it provides can be very useful for informing design.

Users, Roles, and Personas

User role models are compared in detail with the popular user modeling technique of personas. User roles offer a more compact, more focused means of capturing and exploring those aspects of users most relevant to interaction design. The advantages and limitations of the approaches are considered and a combined strategy is described.

New Technical Writer: Use the Persona to Create the Most Useful Section of Your User Document

A good User Document includes sections on how to set up, use, and care for the product. However, to create a great User Document, the technical writer should use the Persona, generated in the analysis of the User/Reader, to create the topics for the most useful section of the User Document. This article describes this procedure.

Approaches to Creating Personas

You do research to better understand your users, but exactly what is it that you want to find out about them? That's the first question you need to ask, and its answer dictates which research methods you should use, since specific methods are tailored to finding specific types of information.

Making Personas Work for Your Web Site: An Interview with Steve Mulder

It's important for the people responsible for creating the personas to have active listening skills, empathy, and clear communication skills. Ultimately, what design teams need to do is aggregate all of the qualitative or quantitative data into a clearly communicated story. This means that writing and communication skills are also critical. From the point of view of a more tactical skillset, the design team will get better results if they have experience conducting interviews and writing surveys.

Practicing Persona Development: an In-House Case Study

As Technical Communicators, many of us were initiated into this industry with the oft-cited cliche, 'know thy audience.' But what does this really mean? To what extent must we 'know' our audience in order to deliver effective information products? The critical questions are, 'what tools and means can I use to sufficiently understand the needs of my audience? Rather than relying on the directives of Engineering and Marketing, how can I discover the true needs of my audience and develop a user-centered design? And how do I hone my skills at gathering and applying this crucial data?' One of the emerging trends in Technical Communications is to develop user 'personas' as a design tool. This paper presents 'real-world' advice and 'best practices' on using the persona methodology to design information products.

The Next Frontier for User-Centered Design: Making User Representations More Usable

Personas are detailed descriptions of imaginary people constructed out of well-understood, highly specified data about real people. We believe that when you use data to create personas, and use personas in a thoughtful way during the product development process, you will: increase your product's usability, utility, and general appeal; streamline your team's processes and improve your colleagues' abilities to work together; enable your company to make business decisions that help both your company and your customers; improve your company's bottom line.

Caution: Stereotypes Under Construction

Words of warning about the creation of personas and the practice of user profiling. Even if one calls it the development of an archetype or ideal type, it is still a stereotype.

Personas: Focusing on Getting the Design Right

The individual components of a persona are described and an example persona relating to the SecureCam case study is provided.

User Persona: Its Application and the Art of Stereotyping

I feel that creation of user persona is nothing but realistic stereotyping or a simplified outline of the user. The word 'realistic' is more important as realism can be achieved only through user study. (I am not referring to the fictional personas applicable in futuristic technologies). Humorists, cartoonists and filmmakers are gifted with the art of stereotyping. But they tend to exaggerate a lot. Therefore the personalities they render appear like caricatures. We must avoid caricatured user personas. While stereotyping, you generalize and oversimplify. And when you do that you pick or eliminate some details. That makes all the difference.

Persona Design

Personas are a useful tool, but they need to be built with care. It's very easy to write a persona which on a quick glance looks good, but is actually not.

Key Steps in Creating Your Reader Persona

The Web is about self-service and self-service is about simplicity and convenience. You've got a small screen and every time you add something extra to that screen you make the world more complicated for your reader. You must make very difficult choices if you want your website to work. You can't serve everybody, and if you try to you will serve nobody.

Everything and the Kitchen Sink

I've used personas for years (though some might regard my process as a slightly heretical perversion of the method). I always think about the big picture, and I was just thinking BIG about personas at work when The Persona Lifecycle landed on my desk. Given my review of what's out there, The Persona Lifecycle is the most comprehensive book on personas I've come across. If you're so inclined, it can taking you from novice to expert. The authors, Jonathan Pruit and Tamara Adlin, take advantage of extensive teaching experience and punctuate their discussion with lots of real-world examples, case studies, anecdotes, bright ideas and handy guidelines. That being said, it's not an easy read, and it's not for everybody.

Long Live the User (Persona): Talking with Steve Mulder

More companies are doing user research than ever before, but what is becoming of all the information? Steve Mulder talks about strategies for getting research into shape so real people can actually use it. The key: user personas.

The Persona Lifecycle: Keeping People in Mind Throughout Product Design

The Persona Lifecycle describes the value of personas, and offers detailed techniques and tools to conceive, create, communicate, and use personas to create [great] product designs. John Pruitt and Tamara Adlin provide examples, samples, and illustrations for persona practitioners to imitate and model. It is important to emphasize that the use of personas is a method that compliments other user-centered design techniques, including user testing, scenario-based design, and cognitive walkthroughs.

IDEO's "Ten Faces"

Tom Kelly's latest book 'The 10 Faces of Innovation' internal personas are used to help illustrate traits critical in building an innovation culture.The Experience Archtect is included.

Personas and the Technical Communicator

What's the problem with personas? They're a new concept to many communicators, and thus sufficiently unfamiliar to make them difficult to use. To help solve this problem, I developed a couple of personas to show you how it's done, and illustrate their implications for documentation.

About Personas and Scenarios

Personas are an extremely powerful design tool, which help you to visualise an end-product that you can be confident will suit your users' needs by helping them achieve their goals, and help you test your success.

Site Personas and the Dialogue Process

Site Personas are analogous to User Personas. Whereas User Personas represent typical individuals in your target user base, together with goals and motivations, the Site Persona represents the site, embodying its brand and its goals. I often find it helpful to picture my web sites as information flowing both ways between the site and users. The Dialogue Process is a way to optimise your web site interactions by scripting them as conversations between your two types of persona.

Bring Your Personas to Life!

Method acting can take your personas from the page to the stage. Think beyond traditional practice to give emotional life to your personas.

The Return on Investment (ROI) for Personas

For a variety of reasons, persona efforts tend to peter out rather than end in a managed, measured, and organized manner. Consultants are usually not paid to stick around long enough to manage the personas at the end of a project and in-house teams are usually more concerned with ramping up for the next project than they are with tidying up loose ends from the previous one. Being first-in/last-out on projects means that you will probably end up with responsibilities that straddle two projects. You will be completing your work on project A even after you have begun your work on project B. That is no simple task. It is certainly easier to simply move on to project B. However, we argue that an organized approach to measuring and managing the end of a project can yield significant benefits.

Personas, Goals, and Emotional Design

When Don Norman's most recent book, Emotional Design, hit the shelves in early 2004, it sent a ripple through the user experience world. Norman introduced the idea that product design should address three different levels of cognitive and emotional processing: visceral, behavioral, and reflective. This idea seemed like old news to some and a revelation to others in the UX community. In either case, Norman's ideas, based on years of cognitive research, provide an articulated structure for modeling user responses to product and brand and a rational context for many intuitions long held by professional designers.

角色设计的方法

在我们着手开始内部网（译者注：本文中提到的内部网一词，指的是企事业单位中内部网中的在线应用，不是指硬件构架）或网站设计项目时，最重要的一点是了解用户需求。只有如此才有可能确定出产品功能和特色，最后保证项目的成功；也只有如此，才有可能保证设计出来的东西可以服务于不同级别和具有不同目标的用户。

Beyond the Universal User: How to Design for the Universe of Users

There are problems with non-user-centered/system-centered design. We must know, understand, and work with actual users so that the people who use the product can do so quickly and easily to accomplish their own tasks.

Persona Non Grata

Personas are a documented set of archetypal users who are involved with a product, typically the product's users. Each persona has a name and a picture. They're supposed to give designers a sense that they are designing for specific people, not just generic, ill-defined users. Done well, this is exactly what personas do. The problem is, most teams build personas from the wrong kind of user information, or worse, base them on assumptions.

Making Personas More Powerful: Details to Drive Strategic and Tactical Design

Personas ought to be one of the defining techniques in user-focused design, but they've unfortunately become more of a check-off item than a useful tool. So how did we get here?

An Introduction to Personas and How to Create Them

There are many ways to identify the needs of users, such as usability testing, interviewing users, discussions with business stakeholders, and conducting surveys. However one technique that has grown in popularity and acceptance is the use of personas: the development of archetypal users to direct the vision and design of a web solution.

Customer Storytelling at the Heart of Business Success

As most of us know by now, customer personas and scenarios are vehicles for helping an organization continuously keep their customers in their line of sight. Traditional segmentation identifies and categorizes a current or potential audience based upon common characteristics, including demographics, attitudes, behavior, transactions, frequency of interaction, spend, and more. They are discovered by “doing the math,” which may include data aggregation, cluster analysis, factor analysis, and other statistical methods applied to large sample sets. And then segments are given catchy names like Savvy Skeptics, Active Balancers, Indulgent Nutritionist, or Trade-Uppers. When done right, segments are statistically derived from the analysis and synthesis of quantitative data and are a solid foundation for customer understanding.

Using Personas to Create User Documentation

Personas and other user-modeling techniques are often solely discussed as tools for product definition and design, but they are useful tools in other arenas, as well. Technical writers responsible for creating user documentation can benefit greatly from a well-defined persona set, too.

Persona-Based Documentation

InfoSourcing's Persona based documentation approach allows our technical writers to prioritize their writing tasks and document the product to end users, who is going to use the product ..."

Personas, Participatory Design and Product Development: An Infrastructure for Engagement

The design of commercial products that are intended to serve millions of people has been a challenge for collaborative approaches. The creation and use of fictional users, concrete representations commonly referred to as 'personas', is a relatively new interaction design technique. It is not without problems and can be used inappropriately, but based on experience and analysis it has extraordinary potential. Not only can it be a powerful tool for true participation in design, it also forces designers to consider social and political aspects of design that otherwise often go unexamined.

Design-Driven Innovation

The object of this contribution is to investigate how the design practice could promote and guide convergence dynamics amongst a plurality of stakeholders.

Getting from Research to Personas: Harnessing the Power of Data

The Origin of Personas

The Inmates Are Running the Asylum, published in 1998, introduced the use of personas as a practical interaction design tool. Based on the single-chapter discussion in that book, personas rapidly gained popularity in the software industry due to their unusual power and effectiveness. Had personas been developed in the laboratory, the full story of how they came to be would have been published long ago, but since their use developed over many years in both my practice as a software inventor and architectural consultant and the consulting work of Cooper designers, that is not the case. Since Inmates was published, many people have asked for the history of Cooper personas, and here it is.

Perfecting Your Personas

It's easy to assemble a set of user characteristics and call it a persona, but it's not so easy to create personas that are truly effective design and communication tools. If you have begun to create your own personas, here are some tips to help you perfect them.

Reconciling Market Segments and Personas

Market segmentation and personas are two different techniques that are often perceived as conflicting methods, but they are actually complementary tools that organizations can use to design and sell successful products.

Using Personas: Bringing Users Alive

How do we communicate what we know about the people who use our products in an engaging, efficient way? How do we get beyond statistics to a portrait of users that helps us use this information to make decisions?

Persona Creation and Usage Toolkit

This toolkit enables you to build up detailed profiles of the personas themselves, their relationship to the product, and the context in which they use the product. The intended user of the toolkit is the product's designer, so it's it advisable to streamline the personas to critical aspects when presenting them outside the product development team. Even within the development team, not everyone may need every single detail about the persona.

Personas: Practice and Theory

' Personas' is an interaction design technique with considerable potential for software product development. In three years of use, our colleagues and we have extended Alan Cooperís technique to make Personas a powerful complement to other usability methods. After describing and illustrating our approach, we outline the psychological theory that explains why Personas are more engaging than design based primarily on scenarios. As Cooper and others have observed, Personas can engage team members very effectively. They also provide a conduit for conveying a broad range of qualitative and quantitative data, and focus attention on aspects of design and use that other methods do not.

Personas: Setting the Stage for Building Usable Information Sites

Personas are hypothetical archetypes, or 'stand-ins' for actual users that drive the decision making for interface design projects. Personas are not real people, but they represent real people throughout the design process. Personas are not 'made up'; they are discovered as a by-product of the investigative process.

An Introduction to Personas and How to Create Them

Before embarking on any intranet or website design project, it is important to understand the needs of your users. It is then possible to identify the features and functionality that will make the intranet or website a success, and how the design can support users with different goals and levels of skill.

Bringing Your Personas to Life in Real Life

The way you communicate the personas and present your deliverables is key to ensuring consistency of vision. Without that consistency, you'll spend far too much time arguing with your colleagues about who your users are rather than how to meet their needs.

Taking the "You" Out of User: My Experience Using Personas

Meg Hourihan, co-founder of Pyra - the company behind Blogger, shares her team's experience in the discovery of Alan Cooper and the use of personas. Through their practical application, she tells the tale of how a product cycle was turned on its ear as the team discovered they weren't anything like their user.

Who Is "The User" Anyway?

As we have pointed out before, understanding the user is a pre-requisite of high quality interface design, whether online or offline. This means taking the time to find out what motivates typical user groups, what they expect from a given site or application, and how they prefer to work (or play). The alternative to proper user profiling is simply plucking an imaginary 'user' out of the air - usually to add weight to personal preferences or prejudices. The latter situation often consists of a so-called expert dismissing design features because 'the user wouldn't like it', when he or she is really saying 'I don't like it'. This common reference to a single undefined 'user' conjures up amusing images of a God-like entity casting judgment on interfaces from on high. In the real world, as we know, things are a little more complex. If 'the user' is frequently invoked but never defined, it may be time to rethink your usability strategy. Of course, after profiling has taken place, or when talking in generalities, there is nothing wrong with 'the user' being used as a convenient shorthand. But during specific projects it is essential to think in terms of real people rather than abstracts. This approach creates both better design and makes usability more understandable, in concrete terms, for others involved in the development process.

Teaming Up to Define Your Users

Demonstrates how technical communicators can be leaders in the effort to create thorough descriptions of a product's users.