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Data-Driven Personas Personas

Using Data-Driven Personas for Enhanced User Segmentation

User segmentation is the practice of dividing potential or existing users into groups that share similar characteristics. As such, user segments go hand in hand with data-driven personas! 

User segmentation is employed as a user understanding technique by nearly every product team. Think of it this way! The ultimate goal of product design or product strategy for that matter is to create products/services that:

  1. are aimed at understanding user needs and pain points as best as possible, 
  2. have essential features to solve the users’ primary needs as best as possible. 

In order to be able to identify user needs and pain points and serve them well, it is essential to have a good understanding of your user/customer base. Both user segmentation and data-driven personas can aid in this understanding.

Categories
Data-Driven Personas HCI and personas HCI and personas analytics Persona Analytics Personas

Data-Driven Persona Book: APG – How it all began!

We are putting the finished touches on our book, Data-Driven Personas by Bernard J. Jansen, Joni O. Salminen, Soon-Gyo Jung, and Kathleen Guan, Hamad Bin Khalifa University (HBKU) and University College London. Morgan & Claypool Publishers.

Here’s how it all began!

Preface to Data-Driven Personas book
Preface to Data-Driven Personas book
Categories
Data-Driven Personas Persona Analytics Personas Segment Analytics

Making Meaningful User Segments from Datasets Using Product Dissemination and Product Impact

Making Meaningful User Segments from Datasets Using Product Dissemination and Product Impact
Making Meaningful User Segments from Datasets Using Product Dissemination and Product Impact

As paper-based personas move to interactive persona analytics systems, online companies face large user populations, making segmentation a daunting exercise, along with creating actionable data-driven personas from these large datasets.

In this research, we demonstrate an approach that facilitates user segmentation. The approach leverages product dissemination and product impact metrics with normalized Shannon entropy. 

Categories
Data-Driven Personas HCI and data-driven personas HCI and personas analytics human computer interaction user understanding technique Persona Analytics

Update – Data-Driven Personas Book for Sam, the system designer

For our forthcoming book, “Data-Driven Personas”, one of the personas that we are designing the book’s content for is the system designer, Sam.

Data-Driven Personas, part of the Morgan Claypool Synthesis Lectures on Human-Centered Informatics
Data-Driven Personas, part of the Morgan Claypool Synthesis Lectures on Human-Centered Informatics
Categories
Automatic Persona Generation Data-Driven Personas Persona Creation Persona Design Persona Development Personas Use of Personas User Personas

How suitable are artificially generated facial pictures in data-driven personas?

In a previous post, we analyzed the demographic Bias in Artificially Generated Facial Pictures that raised a concern that the generated images might not fairly represent all demographic groups.

In this post, we discuss if these artificially generated pictures are good enough for use in personas profiles for real-world systems and applications,  which are highly dependent on images for the personas. One of the key aspects of generating personas using a data-driven approach is to be able to represent the persona profile with a matching picture.

Categories
Personas

APG shows the geographical distribution of your personas!

APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics.

APG uses this analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes represented by the personas, … all done in a privacy-preserving process using only aggregated data.

With APG, the persona profile is the interface to a full stack persona analytics system, combining the empathy of personas with the rationality of analytics.

So, with APG, you get SO MUCH more than a persona profile!

For example, APG determines the geographical distribution of your personas, and, and therefore, the customers they represent.

APG determines the geographical distribution of your personas, and, and therefore, the customers they represent.
APG determines the geographical distribution of your personas, and, and therefore, the customers they represent.

This is a value enhancing feature relative to flat persona profiles or complex analytics systems of APG!

Better personas! Better decisions! Better results!

APG is data-intensive! APG is fast! APG personas are rich! 

Want to read more about APG?

Jung, S., An, J., Kwak, H., Ahmad, M., Nielsen, L., and Jansen, B. J.  (2017) Persona Generation from Aggregated Social Media Data. ACM Conference Extended Abstracts on Human Factors in Computing Systems 2017 (CHI2017). Denver, Colorado. p. 1748-1755. 6-11 May.

Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to AnalyticsData and Information Management. 4(1), 1-17.  https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml

Contact me to get going w/APG!

Dr. Jim Jansen, email: bjansen@hbku.edu.qa

 

Categories
Persona System Personas

APG calculates the number of customers represented by each persona!

APG is a data-intensive system that automatically creates rich personas representing customer segments by employing web/social media analytics.

APG uses this analytics data to identify customer behaviors, generates customer segments, and then enriches these customer segments with gender, age, and nationality appropriate names and pictures; customer loyalty rating, customer interests, product interactions, brand sentiment, and segment sizes represented by the personas, … all done in a privacy-preserving process using only aggregated data.

With APG, the persona profile is the interface to a full stack persona analytics system, combining the empathy of personas with the rationality of analytics.

So, with APG, you get SO MUCH more than a persona profile!

For example, APG calculates the current and potential customer segment sizes represented by your personas.

APG calculates the current and the potential customer segment size represented by your personas.
APG calculates the current and the potential customer segment size represented by your personas.

Additionally, APG shows you the opportunities (i.e., segments with growth potential).

APG shows you the opportunities (i.e., segments with growth potential).
APG shows you the opportunities (i.e., segments with growth potential).

This is a value enhancing feature relative to flat persona profiles or complex analytics systems of APG!

Better personas! Better decisions! Better results!

APG is data-intensive! APG is fast! APG personas are rich! 

Want to read more about APG?

Jung, S., An, J., Kwak, H., Ahmad, M., Nielsen, L., and Jansen, B. J.  (2017) Persona Generation from Aggregated Social Media Data. ACM Conference Extended Abstracts on Human Factors in Computing Systems 2017 (CHI2017). Denver, Colorado. p. 1748-1755. 6-11 May.

Jansen, B. J., Salminen, J., and Jung, S.G. (2020) Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to AnalyticsData and Information Management. 4(1), 1-17.  https://content.sciendo.com/view/journals/dim/4/1/article-p1.xml

Contact me to get going w/APG!

Dr. Jim Jansen, email: bjansen@hbku.edu.qa