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Existing Set of Personas - Coggle Diagram
Existing Set of Personas
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Introdução
The impact of personas on decision-making has been
limited because they are only directly associated with a small portion of the user population (Chapman and Milham 2006).
Their utility is also constrained because personas represent a snapshot of the users at a specific point in time (Zalman 2015).
Chapman, C. N., and R. P. Milham. 2006. “The Persona’s New Clothes: Methodological and Practical Arguments Against a Popular Method.” Proceedings of the Human Factors and Ergonomics Society 50: 634 636
Zalman, P. 2015. “Personas Misconceptions [Medium].” https://medium.
com/enterprise-ux/personas-misconceptions-3d64737d200#.mb70ywli3
Desenvolvimento
Conclusão
Our process allows us to continually collect additional information and update the persona links over time.
Any organization that actively captures quantitative attributes about its users could utilize our proposed approach to dynamically associate a significant proportion of its user base with a set of personas.
Organizations can then use the persona assignments to assess the impact and effectiveness of product and user experience investments by monitoring metrics on satisfaction, profitability
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Company, which led to more than 32,000 users
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Definições
a PERSONA is a representation of a set of target users with common characteristics,which is brought to life using a detailed narrative that makes the persona seem like a real person (Cooper and Reimann 2002; Pruitt and Adlin 2006).
Cooper, A., and R. M. Reimann. 2002. About Face 2.0. Indianapolis: Wiley Publishing.
a ‘hybrid’ approach to persona development
(see Miaskiewicz and Luxmoore 2017). This approach combined cluster analysis for the initial segmentation of users and qualitative research to add richness and context to the personas.
Miaskiewicz, T., and C. Luxmoore. 2017. “The Use of Data-Driven Personas to Facilitate Organizational Adoption – A Case Study.” The Design Journal 20 (3): 357–374.
the underlying personas are identified using quantitative
(e.g. McGinn and Kotamraju 2008;Tu et al. 2010) or qualitative (e.g. Cooper and Reimann 2002;Goodwin 2009) data. The quantitative approaches rely on statistical techniques like cluster analysis while the qualitative approaches utilize a process in which overlapping similarities are identified within interview or observational data. also combine both qualitative and quantitative data sources (e.g. Mulder and Yaar 2006).
McGinn, J., and N. Kotamraju. 2008. “Data-Driven Persona Development.” Proceedings of the Conference on Human Factors in Computing Systems Processing (CHI), Florence, Italy, 1521–1524.
Goodwin, K. 2009. Designing for the Digital Age: How to Create Human-Centered Products and Services. Indianapolis: Wiley.
Mulder, S., and Z. Yaar. 2006. The User is Always Right: A Practical Guide to Creating and Using Personas for the Web. Berkeley: New Riders.
Ferramentas
Evergage: used to capture how many times a given user performed certain actions like viewing a specific page/screen within the software.