Personas - Ensuring User Centered Design Flashcards
If we don’t understand our users…
… We make decisions for ourselves (self- referential design) from what we “think” will work.
Disorganized assumptions result in
…ghost personas.
What is the purpose of Personas?
Differentiate our own versus the user’s experience. To create products that are useful, usable, and desirable for our customers, we have to understand who our users are and what they need.
What is the difference between marketing and UX personas?
UX personas display a user’s NEEDS.
A persona is…
…a single representation of a cluster of target users who represent similar behaviors, goals, and motivations.
What are personas?
Themes represented with a human “mask” that makes the data more relatable & memorable.
What are archetypes?
Themes represented without a human “mask”.
What are mindsets in the context of research?
Motivations and attitudes are the root element. Data is represented similarly to archetypes.
Why are personas memorable?
They use our brain’s inherent ability to remember stories.
Experience taking
Our human ability to have the emotions, thoughts, beliefs and internal responses of a fictional character
Theory of mind
Our human ability to predict someone’s behavior by understanding their mental state.
Empathy
Understand, relate to, and share the feelings of other people
storytelling
Create, tell, and remember stories
What is a silo?
Rigid thinking “inside a box”
Persona Creation
1Build a cross-functional persona team.
2State the goal for the personas.
3Outline research questions.
4Understand your project’s unique needs.
Broad Scope
Narrow Scope
How personas are made
Quantitative Research
Qualitative Research
Approches to creation
Interviewing strategies
What is a rolling sample?
Interviewing rounds of 5 users (per type) until you don’t learn much from new interviews (Saturation Point).
Interview saturation point
When the new data generated from research is no longer worth it.
