PERSONAS |
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What is it
A descriptive model of a person (user, stakeholder, team member, etc), this tool is most often used to help a team define and understand the needs of its customer.
Why use it
- Understand users’ needs, motivations, limitations, and capabilities.
- Represent the full range of diversity among stakeholders, customers, or other groups.
- Ensure the final product is something a human being will need or want.
When to use it
When exploring new ideas or potential applications.
Level
Intermediate
Outcome
Understand
Group Size
6+ people
Suggested Time
45+ minutes
Personas Worksheet
How to do it
STEP 1
Assemble existing research into current or potential users.
STEP 2
As needed, add your own evidence and data to the existing research by observing, interviewing, and/or profiling potential users. Be sure the cohort of users you interview represent the full diversity of your user group.
STEP 3
Build a collection of user archetypes, based on various categories of users. Give each one a specific name (e.g., Acquisition Amy), rather than a generic title (e.g., Military Technologist), and ensure each Persona represents a unique use-case.
TIP: The most useful personas are specific, not general. For example, rather than creating a persona of a “military member,” specify the persona’s service (Army, Navy, Air Force, Marine), rank, specialty, level of experience, etc.
STEP 4
Add a stock photo or cartoon sketch of the described personas. You may want to add an invented quotation that summarizes a key issue, concern, or priority for the persona.
Benefits
A light-weight representation of a user / sponsor / stakeholder can help build empathy for the people who benefit from the work or are otherwise involved.
Challenges
- Generally requires some research – interviews, surveys, observations, etc – to develop an accurate answers.
- Users risk developing a superficial representation based on assumptions rather than data if they try to generate a Persona without research.