Purpose Personas are lifelike characters that are driven by potential or real users’ personal goals and experiences when interacting with a product. Personas support user-centered design by focusing on real users’ needs. However, the use of personas in educational research and design requires certain adjustments from its original use in human-computer interface design. This paper aims to propose a process of creating personas from phenomenographic studies, which helps us create data-grounded personas effectively. Design/methodology/approach Personas have features that can help address design problems in educational contexts. The authors compare the use of personas with other common methodologies in education research, including phenomenology and phenomenography. Then, this study presents a six-step process of building personas using phenomenographic study as follows: articulate a design problem, collect user data, assemble phenomenographic categories, build personas, check personas and solve the design problem using personas. The authors illustrate this process with two examples, including the redesign of a professional development website and an undergraduate research program design. Findings The authors find that personas are valuable tools for educational design websites and programs. Phenomenography can productively help educational designers and researchers build sets of personas following the process the authors propose. Originality/value The use and method of personas in educational contexts are scarce and vague. Using the example contexts, the authors provide educational designers and researchers a clear method of creating personas that are relatable and applicable for their design problems.
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The Personification of Big Data
Abstract Organizations all over the world, both national and international, gather demographic data so that the progress of nations and peoples can be tracked. This data is often made available to the public in the form of aggregated national level data or individual responses (microdata). Product designers likewise conduct surveys to better understand their customer and create personas. Personas are archetypes of the individuals who will use, maintain, sell or otherwise be affected by the products created by designers. Personas help designers better understand the person the product is designed for. Unfortunately, the process of collecting customer information and creating personas is often a slow and expensive process. In this paper, we introduce a new method of creating personas, leveraging publicly available databanks of both aggregated national level and information on individuals in the population. A computational persona generator is introduced that creates a population of personas that mirrors a real population in terms of size and statistics. Realistic individual personas are filtered from this population for use in product development.
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- Award ID(s):
- 1761505
- NSF-PAR ID:
- 10121534
- Date Published:
- Journal Name:
- Proceedings of the Design Society: International Conference on Engineering Design
- Volume:
- 1
- Issue:
- 1
- ISSN:
- 2220-4342
- Page Range / eLocation ID:
- 4019 to 4028
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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- Free Publicly Accessible Full Text
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Accepted Manuscript1.0
- Journal Article:
- https://doi.org/10.1017/dsi.2019.409
