Why Personas Could Be Less Useful than the Process of Creating Them

TL;DR: A big challenge for data-driven personas is that their users rarely participate in their creation. This evokes the question of how to develop techniques that enable participatory design of data-driven personas. There is a line of thought within persona research that argues something like this: personas are less useful than their creation process. The …

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A Recipe for Persona-based Digital Marketing

Had an interesting conversation with a User Experience and Design professional. Based on that conversation, laying out a process for persona-based digital marketing. This means a few things: (1) campaigns are organized around personas, (2) campaign content is tailored for personas, and (3) results are analyzed per persona. Without further ado, here are the steps: …

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What’s in a Persona Name?: Naming Personas Using A Data-Driven Approach

“Call me Ishmael.” Herman Melville, Moby-Dick (1851) Names are an incredibly important part of a people’s identity, carrying societal, personal, cultural, religious, ethnic, and/or nationality impressions. A name conveys the groups, communities, and population of a person or even a fictitious character (as in the case of Ishmael, the narrator in the book, Moby Dick) …

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First- and second-order utility of personas

Wan to share an observation about first- and second-order utility of personas. What do these terms mean? first-order utility: personas help the designer to understand people (i.e., they help the designer do their job better) second-order utility: the benefit to the users via the use of personas (e.g., new features, better usability) These two can …

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HIRING! – Research Scientist Position at Qatar Computing Research Institute

Posting on behalf of our team! If you know researchers interested in solving REAL WORLD problems in customer segmentation, personas, HCI, NLP, or other domains of computer science, please forward / tag them! #hiring #recruitment #personas #HCI #segmentation #computerscience =================== Research Scientist Position at Qatar Computing Research Institute working with a dynamic research team https://quecst.qcri.org/team …

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When Personas Are Not Needed

When are personas not needed? Perhaps in many cases, but one example is Netflix. See this picture: In situation like this, when recommendations or personalizations can be made automatically at scale, there seems to be no need for an additional aggregation layer such as personas. Personas are only needed if we start asking collective, not …

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