UX METHODS
PERSONA
Who is the digital project being developed for? In the analysis phase, the focus on the goals and needs of the users plays a central role. This is where so-called personas, archetypes of the target group, are used.
PERSONAS
A persona is an archetypal figure of a specific user group. A persona is used to map the most important needs and scenarios in relation to the digital product. As a rule, 4 to 6, max. 8 personas are developed.
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Each persona receives a profile:
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Name and age
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A meaningful picture
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A quote that could be attributed to the person
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A description of the circumstances or living situation, if relevant to the project
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Statistical data
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The reason for visiting a website or using an application
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Goals that the company has with this persona
Workshop template
Visualisation
PERSONAS ARE BASED ON REAL DATA AND INFORMATION
Although a persona is a fictitious personality, it is always based on real data that is already available or needs to be collected.
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Statistical and demographic data
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Information from interviews and focus group workshops
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Observation of the target group when using a product or carrying out daily tasks
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Information from the sales or customer service team who have direct contact with their customers
USE AND BENEFITS OF PERSONAS
Dealing with the specific needs of the target group in the form of personas is central and takes place at the beginning of the conceptual phase of a project and accompanies the team through the entire development phase.
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Shared understanding within the team and with stakeholders
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Personas are «Aadvocates of the users» in the project
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Basis for the development of user journeys and use cases
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Justification for solutions, because as a user experience designer you work not only for the client, but above all for the user
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Basis for recruiting test users for usability tests
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Basis for the further development of a product
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I was always most enthusiastic when stakeholders who were not deeply involved spoke about Peter and Paul, for whom this or that feature would be just right.
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