Data-Driven Personas Persona Analytics persona design Persona System

Explaining Data-Driven Personas to End Users

Explaining Data-Driven Personas to End Users
Explaining Data-Driven Personas to End Users

Enabled by digital user data and algorithms, persona user interfaces (UI) are moving to digital formats. However, algorithms and user data, if left unexplained to end-users, might leave data-driven personas (DDPs) difficult to understand and trust.

This is because the data and the way it is processed are complex and not self-evident, requiring explanations of the DDP information and UIs.

In this research, we provide a proof of concept for adding transparency to DDP using a real system UI.

Furthermore, we demonstrate ways to add breakdown information that can help alleviate user stereotyping associated with the use of personas.

Jung, S.G., Salminen, J., and Jansen, B. J. (2020) Explaining Data Driven Personas to End Users. Proceedings of the Workshop on Explainable Smart Systems for Algorithmic Transparency in Emerging Technologies co-located with 25th International Conference on Intelligent User Interfaces (IUI 2020). Cagliari, Italy, 17 March 17.

By Jim Jansen

Dr. Jansen is a Principal Scientist in the social computing group of the Qatar Computing Research Institute, and a professor with the College of Science and Engineering, Hamad bin Khalifa University, and an adjunct professor with the College of Information Sciences and Technology at The Pennsylvania State University. He is a graduate of West Point and has a Ph.D. in computer science from Texas A&M University, along with master degrees from Texas A&M (computer science) and Troy State (international relations). Dr. Jim Jansen served in the U.S. Army as an Infantry enlisted soldier and communication commissioned officer.