Research > Persona

Persona

Also see example Scenarios

case study 1 - creating personas with real users in the room

At Deutsche Bank I ran interactive sessions with small groups of users to create a Persona of their role. Each session aimed to flesh out the following:

1. WHO - What type of person are they? Gender, age, attitudes, personality etc

2. JOBS - What tasks are they doing in this context? What are they trying to achieve?

3. PAINS - What difficulties are they encountering in trying to achieve their goals?

4. GAINS - What would make life easier for them?

This was sketched out 'live' during a prompted but interactive session, or it could be carried out more privately, with users jotting their thoughts down on post-it notes and then sharing and discussing the findings together.

Case Study 2 - Framework persona analysis

At Deutsche Bank, I identified and created framework level persona for a project building dashboard interfaces across different areas of the business. After seeing similarities between the user types, I wondered if we might be able to identify some common persona. The idea being that we could increase design efficiency by having some baseline persona that the UX team could quickly build context specific information around when tackling a new business area.

Firstly, I analysed the 11 persona already identified across the different dashboard projects.

I then carried out additional user interviews to gather further insight around some of the persona.

Following this, I loaded all of the insight into an analysis matrix to help identify similarities across the user types and see what other patterns emerged.

Successfully identifying common persona characteristics from which I created the framework persona. Also identified some user types and a hierarchy of users.