Data Driven Design Research Personas

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Information about Data Driven Design Research Personas

Published on September 27, 2007

Author: toddwarfel

Source: slideshare.net

Description

Data driven design research personas and the persona DNA profile.

data driven design research personas Todd Zaki Warfel, Messagefirst

“A persona is a user archetype you can use to help guide decisions about product features, navigation, interactions, and even visual design.” - Kim Goodwin, Cooper

“A persona is a user archetype you can use to help guide decisions about product features, navigation, interactions, and even visual design.” - Kim Goodwin, Cooper

Personas are a representative behavior and activity profile that are contextual and specific to the particular application or service.

Personas are a representative behavior and activity profile that are contextual and specific to the particular application or service.

Why use them?

The average user doesn’t exist.

They keep you out of user.

They keep you out of user.

As a design research tool, they are a powerful way to communicate knowledge, activities, interests, influencers, goals, and pain points.

As a design research tool, they are a powerful way to communicate knowledge, activities, interests, influencers, goals, and pain points.

Design research personas can be used for design

They can be used for research

Design research personas can be used for recruiting

Design research personas can be used for training

Tips for making better data-driven personas.

Multiple sources keep things in balance.

Internal sources can be stake holders, web analytics, and customer support.

External sources can be customers and someone you know.

Basing them on someone you know keeps them grounded and more realistic.

Only build what you need.

Getting it all on one page is tricky.

Not bad. But there’s a better way.

Do Te ma in ch no K n o lo Lifecycle gy wle Kn dg ow e le Ex dg pe e r ie nc e Knowledge 1 2 3 4 5 Ev er Ju gre e Fin st-in n - d a M Tim or e tg a Re ge fin an c In su e Fin ra n d a L ce en d Ad er Fin ver Activities and Interest d tis aR e ea Ca lto lcu r la to rs

Make sure you test and validate your personas.

Reality check.

Are they someone you know?

I think we did lunch.

I talked to him on the phone last week.

Common Mistakes

Marketing vs. design research personas

Large sets

Too much personal information

The recycle trap

Not used throughout the process

data driven design research personas Todd Zaki Warfel, Messagefirst

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