CSC 360

Personas

Personas are fictitious yet representative descriptions of users and possibly other stakeholders. Many trace use of profiles or personas to Alan Cooper's book The Inmates are Running the Asylum. Here's an article where Cooper discusses the beginnings of his work.

Sources of information

• Contextual interviews
• Based on previous knowledge of users and domain
• Informal discussions or interviews with clients, stakeholders and potential users
• Product and organization documents
• Formal interviews and surveys

Also some approaches use iterative feedback from the first three sources.

Identifying who to profile

Strategies:

• Clustering based on attributes
• Using organizational categories (e.g. staff, faculty, students)

Examples and Links

• Personas at Usability.gov
• An introduction to personas and how to create them.
• Mathis provides an example in chapter 2.

Challenges and drawbacks

• One instance represents a whole segment of users
• Validity (accuracy) of the profile
• Requires focus on useful elements for design
• Method using stories about fictitious people lacks credibility in some circles

Issues for discussion

• Why personas work (or why they are so popular)
• Strategies for addressing challenges and drawbacks