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Personas: Practice and Theory (Project statement (a) The smaller project…

- - - - One specific technique, under the name "user archetypes" started around 1995 with a single product team and focused primarily on product planning, marketing, and product messaging [17]. Their approach resembled Geoffrey Mooreís "targeting customer characterizations" [18].
        
        the early Persona-like efforts suffered from four major problems:
        
        i) The characters were not believable;
        
        ii) The characters were not communicated well.
        
        iii) There was no real understanding about how to use the characters.
        
        iv) The projects were often grass-roots efforts with little or no high-level support (such as people resources for creating and promoting Personas, etc
        
        The approach outlined here was developed specifically to address these four problems
        
        Our MSN Explorer Personas effort suffered from several problems. First, because this was new to us, we began with little idea of how much work was involved and what would be gained.
- - - - We use metrics around market size, historical revenue, and strategic or competitive placement to determine which segments are enriched into Personas
- - - - 1- Particularly in ongoing television dramas or situation comedies, characters come to resemble normal people to some extent.
    - - 1- As with Personas, the fictional character is based on real data
      - 2- Method acting uses a great deal of detail to enable
        people to generate realistic behavior.
      - 3- A fiction based on research can be used to communicate
  - - - 1- Scenarios are a natural element of Persona-based design and development. In Carrollís words [7], a scenario is a story with a setting, agents, or actors who have goals or objectives, and a plot or sequence of actions and events. Given that scenarios have "actors" and Personas come with scenarios, the distinction is in which comes first, which takes precedence. Actors or agents in scenario-based design are typically not defined fully enough to promote generative engagement
      - 2- Task analysis is generally directed toward formal representations that are particularly difficult to engage with generatively. An exception is [2], which recommends detailed character sketches.
      - 3- Personas need not be extreme or stereotyped characters;
      - 4- This duration of engagement is critical.
    - - 1- Contextual Design [3], a powerful approach to obtaining and analyzing behavioral data, is a strong candidate for informing Personas.
      - 2- Contextual Design increasingly stressed communication with team members
      - 3- Ethnographic data may help the most in developing realistic Personas, when available in sufficient depth.
      - 4- Quantitative data may be necessary in selecting appropriate Personas, but does not replace observation.
      - 5- Using a real individual would exclude or complicate the use of data from market research, usability testing, and so on
      - 6- team members do step back and recognize that a Persona represents a group of people, as when they describe "testing six Alans."
    - - 1- Participatory or cooperative design focuses on the eventual users of a system or application.
      - 2- It has the same goal of engaging developers with user behavior and also enlists our ability to anticipate behaviors of familiar people
      - 3- Product development is more challenging for participatory design.
      - 4- Early participatory design efforts included a strong focus on sociopolitical and "quality of life" issues.
      - 5- Although the industry and many companies have engaged these issues at a high level, most usability and interaction design techniques avoid addressing these issues
      - 6- Persona use brings sociopolitical issues to the surface
      - 7- Each Persona has a gender, age, race, ethnic, family or cohabitation arrangement, socio-economic background, work, or home environment.
      - 8- This provides an effective avenue for recognizing and perhaps changing assumptions about users
      - 9- Persona use does require decision-making. It isn't a science.