![]() They catalogue the team’s existing knowledge (or best guesses) of who their users are and what they want. Proto personas are a lightweight form of ad-hoc personas created with no new research. ![]() Proto Personas: Meant for Quick Alignment Statistical personas, where initial qualitative research informs a survey instrument that is used to gather a large sample size, and the personas emerge from statistical analysisĪll three of these have different pros and cons and will be applicable for different situations.Qualitative personas, based on small-sample qualitative research, such as interviews, usability tests, or field studies.Proto personas, meant to quickly align the team’s existing assumptions about who their users are, but not based on (new) research.There are 3 different ways that teams can create personas, depending on the research data in which they are rooted: The whole point of personas is that they are memorable, actionable, and distinct from one another - they are there to sum up the main needs of our different audience segments so that we can recall and empathize with them easily. Personas are not intended to be an exhaustive, scientific taxonomy of every possible user type, neatly categorized according to a multitude of psychographic, demographic, and behavioral variables - making design decisions while keeping in mind tens or hundreds of persona types would quickly become unwieldy. ![]() ![]() They should not be based on (often dubious) correlations between different demographic or analytics variables. Because of this, they must always be rooted in a qualitative understanding of users and reflect the what and why that drives them. They are meant to help us focus on what matters most to our users and put ourselves in their shoes when making design decisions. Personas used in UX work are a quick, empathy-inducing shorthand for our users’ context, motivations, needs, and approaches to using our products. ![]()
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