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Introduction of Personas Concept
- 1. 2 v Personas Knowing your participants ZSI, ilse Marschalek, Carmen Siller
- 2. 3 Premise We all have biases, assumptions, and perspectives. Naturally, we all tend to cater in our work to our own preferences, desires, and ways of thinking. We are not our potential participants. We needto address their needsand requirements and not our own. There are methods to ensure we address the needs and requirements of our potential participants.
- 3. 4 How can we address the needs and requirements of different potential participants/citizen scientists? Question Answer By better understanding our potential participants. But who are our potential participants?
- 4. 5 Problem We have lots of potential participants! How can we address the needs and requirements of them all?
- 5. 6 Developed by American software designer Alan Cooper in the early 1980s Pioneered the use of personas as practicalinteraction design tool to create high-tech products. The persona concept became popular in recent years inthe context of Design Thinking and Service Design and is widely used by companies of allsizes aswell asin project work. History of the Persona concept
- 6. 7 Personas are archetypes (models) that represent groups of real people who have similar attributes. A persona is depicted as aspecific person but is not a real individual. A persona is usuallycaptured on one page, describing their personal characteristics, interests, skills,competences, attitudes and feelings, including some fictionalpersonal details. Persona (from Latin for mask)
- 7. 8 - fake participants/citizen scientists - stereotypes - average participants - roles Personas are not ¡
- 8. 9 Personas are ideal ¡ - to enable to focus on a manageable and memorable cast of characters whose needs and requirements are addressed, producing a clear target to aim for. - to prevent self-referential thinking. - to help implementing the right features to the right people in the right way. Why use Personas?
- 9. 10 Personas are ideal ¡ - when none of the decision makers is a member of the target group for the decision. - when the potential target group is very large, asthey help to avoid the ¡°elastic target¡± that morphs as own perspectives change. When use Personas?
- 10. 11 Personas is storytelling with data. In short
- 11. 12 ? Name ? Demographic details (ethnicity, age ¡) ? Descriptive title ? Photograph ? Personality, attitudes, life tidbits (job, children, hobbies ¡) ? Skills/competences ? Motivations, goals ? Frustrations, fears ? A-day-in-the-life narrative Elements to develop a persona
- 12. 13 Ideally ? Interview and/or observe anadequate number of people ? Find patterns in their responses and actions, use those to group similar people together ? Create archetypical models of those groups based on the patterns found How to develop a persona
- 13. 14 The next best thing to talking directly to potential participants is to interview people who have more knowledge about certain target groups than you have. ? Information will be filtered and biased ? Personas created from second-hand information are called provisional personas ? Easyto create ? Help to understand why personas are useful Alternative
- 14. 15 ? It is more important that a persona be precise than accurate. (Alan Cooper) Developing personas
- 15. 16 v @StepChangeEU @StepChangeEU Follow us: This project hasreceived fundingfrom the European Union¡¯sHorizon2020 researchandinnovation programmeundergrantagreementNo 101006386
Editor's Notes
- #9: Remember: the people are crucial.
- #10: Remember: the people are crucial.
- #14: Provisional personas: your current best guesses as to describing and understanding your target Not full, research backed personas Be clear about what you know and what not Do research about what you don¡®t know, if possible