An Agile Introduction of Personas in UX Design in Singapore
As a UX designer, you may often hear a word“Personas”. You may doubt what does it mean? What is its function in the design process?
Definition
The definition of Personas was firstly raised by Alan Cooper, who is the father of interaction design. He defined it as”Personas are a concrete representation of target users”. Personas are target user model built on a series of real marketing data and usability data. By user research to understand the user, based on the difference of their goal, behavior, and views, we can classify them into different types, then extract the typical features from each type, give them names, photos, some demographic factors, scenario description and so on, then develop personas.
Why we need to build personas?
Cooper thinks building personas can have these benefits:
- Create a common language
- Users are no longer elastic
- Provides a target, no longer designing for everyone in the world
- End debates about prioritization and implementation
In short, the persona can help the team member to abandon the personal preference in product design process, and focus on the motivation and behavior of target user. Because product managers do much better for specific person than designing for fictional stuff in the brain, it is even easier.
Attentions:
1.Personas need to be built on real data.
2.When you have more than one personas, you need to consider the user need prioritylevel. Usually we advise no more than three personas, in order to avoid conflict of needs.
3.Personas in the process of constantly being revised.
What elements does personas need to have?
- Name
- Photo
- Age
- Personal details/Family life
- Income/Salary
- Work/Job details
- Activities/User scenario
- Knowledge/Skills/Abilities
- Goals/Motives/Conterns
- Likes/Dislikes
- Quotes
How to build personas?
You can refer to the following steps when building personas.
Step1: Research preparation and data collection
Step2: Affinity map
Step3: User prototype architecture
Step4: Rank the priority
Step5: Perfect the personas.
For more information, i recommend you read this article, Personas – Why and How You Should Use Them, Personas – Why and How You Should Use Them, more specific. It is published on Interaction Design Foundation,
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