Ceci est une ancienne révision du document !
Persona
Description
Personas are “hypothetical archetypes of actual users” (Cooper, 1999). Personas are descriptions of fictional characters based on real data and research about an issue or a target. These fictional descriptions can be used throughout the creative process to identify the real user’s needs, aspirations, fears and expectations in order to conceive the best possible experience for them.
The Personas will allow you and your team to:
- Focus on specific users and not on your personal experiences or general cases
- Create a shared understanding of your user that does not build on preconceived ideas but on real data
- Be empathic with your users by creating a long-term engagement with them
- Communicate and share the essence of the user you want to focus on
- Organise and make sense of all the data you have collected through interviews, observation and documentary research
When is it useful?
This is a very useful tool for the ideation phase, after having gathered information about your user/customer or potential user/costumer’s behaviours, aspirations and experiences. Your Personas will be the basis to build up Experience Maps or Scenarios
Participants
Ideally, you should work on the creation of the Persona with a team.
Time & Materials
Preparation: in between 2 to 4 hours
Development: in between 1 to 2 hours
You will need at least:
- 1 A4 per Persona
- Markers
Step by Step
STEP 01: Based on your previous research (interviews with users and stakeholders, observations, shadowing), identify groups of potential users that have common interests and that are key to your subject/project. Take the time with your team to group the research insights you have per common-interest grouping.
STEP 02: Identify the common-interest grouping that you would like to characterise and bring to life through your Personas. It is better to have few Personas so the team can keep focused and be very precise when describing them. When it comes to Personas is more about the precision than the quantity. It is estimated that between 3 and 7 Personas is a good number for most projects.
STEP 03: Agree on the elements you want to include in your layout in order to start building your Personas. There are plenty of layouts for developing a Persona; create or choose a layout that helps you and your team to be clear about the needs, aspirations and limitations of the Persona in relationship to the subject/product or service you are working on.
Some of the elements you can find in a Persona:
Identity: name, photography, an engaging description of their daily life and the things that s/he values the most, key quotes.
Behaviours and attitudes: towards your subject/product or services
STEP 04: Create your Personas in an A4 or A3 sheet of paper so every team member can easily see it.
Tips
Video tutorial
Examples of outcomes
Related tools
Interviews, Observation, Experience Map, Scenario
Sources
Adaptive path’s guide to Experience mapping
Lallemand, C. & Gronier, G. (2016). Méthodes de design UX. Eyrolles