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Persona Creation

A Template for Data-Driven Personas: Analyzing 31 Quantitatively Oriented Persona Profiles

Template for Data-Driven Personas: Analyzing 31 Quantitatively Oriented Persona Profiles

Following the proliferation of personified big data and data science algorithms, data-driven user personas (DDPs) are becoming more common in persona design.

However, the DDP templates are seemingly diverse and fragmented, prompting a need for a synthesis of the information included in these personas.

In this research, led by Joni Salminen, analyzing 31 templates for DDPs, we find that DDPs vary greatly by their information richness, as the most informative layout has more than 300% more information categories than the least informative layout.

We also find that graphical complexity and information richness do not necessarily correlate. Furthermore, the chosen persona development method may carry over to the information presented, with quantitative data typically presented as scores, metrics, or tables and qualitative data as text-rich narratives.

We did not find one “general template” for DDPs and defining this is difficult due to the variety of the outputs of different methods as well as different information needs of the persona users.

Salminen, J., Guan, K., Nielsen, L., Jung, S.G., and Jansen, B. J. (2020) A Template for Data-Driven Personas: Analyzing 31 Quantitatively Oriented Persona Profiles. 22nd International Conference on Human-Computer Interaction (HCII2020). Copenhagen, Denmark, 19-24 July 2020. 125-144

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.