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HCI and data-driven personas HCI and personas analytics HCI customer understanding HCI design technique HCI user understanding Personas

Introduction to Data-Driven Personas Book by Kathleen Guan (co-author)

Hey!, check out this great YouTube video introduction to the book, Data-Driven Personas, by Kat Guan!

Introduction to Data-Driven Personas Book - Kathleen Guan (co-author)
Introduction to Data-Driven Personas Book – Kathleen Guan (co-author)

Kathleen Guan is a research consultant and founder of KWG Global, a research consultancy dedicated to bridging academia and industry. She has a Bachelor of Science in Foreign Service in International Law from Georgetown University, and research training in Public Health from Johns Hopkins University. In addition to research consulting for industry, Kathleen is currently a research student in Neuroscience and Psychopathology through a joint graduate program between University College London and Yale School of Medicine.

You can get your copy of the book from the publisher, Data-Driven Personas

Or through Amazon Data-Driven Personas

Jansen, B. J., Salminen, J., Jung, S.G., and Guan, K. (2021). Data-Driven Personas. Synthesis Lectures on Human-Centered Informatics,1 Carroll, J. (Ed). Morgan-Claypool: San Rafael, CA., 4:1, i-317.

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Data-Driven Personas HCI and data-driven personas HCI and personas analytics Persona Analytics

Using Data-Driven Personas with Scenarios, Participatory design, Card sorting, Serious games, or Agile development

Data-Driven Personas are algorithmically created from user behavioral and demographic data.

These analytic personas are a valuable Human Computer Interaction (HCI) design technique in themselves, especially when incorporated into an interactive persona analytics system.

Design
HCI Design Techniques Used With Data-Driven Personas
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HCI and data-driven personas HCI and personas analytics Persona Analytics Personas

3 Step Process for Deploying Data-Driven Personas in Your Organization

Data-driven personas are algorithmically created from user behavioral and demographic data. They can be a valuable tool in an organization for communication across divisions to get a consistent user understanding.

However, we hear from many clients that deploying personas within an organization can be challenging.

So, how do you deploy data-driven personas in an organization to make better decisions?

decisions
How do you deploy data-driven personas in an organization to make better decisions?
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HCI and data-driven personas HCI and personas analytics Personas Use Case Personas Value of personas

Use Cases for Interactive Persona Analytics Systems

The APG Team at the Qatar Computing Research Institute (QCRI) has engaged in a multi-year research effort developing a state-of-the-art personas analytics system and associated techniques. The data-driven personas are algorithmically created from user behavioral and demographic data and function as interactive interfaces to the persona system and user data.

We have shown in peer reviewed research that data-driven personas outperform analytics alone in an user understanding task.

Once created, however, how do you employ these data-driven personas to make better decisions?

seven people as personas
There are many use cases for data-driven personas to enhance user understanding, segmenting, targeting, and personalization
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Data-Driven Personas HCI and data-driven personas HCI and personas analytics Personas

Check out the slideshare presentation of the book, Data-Driven Personas!

Check out the slideshare presentation of the book, Data-Driven Personas!

Check out the slideshare presentation about the book, Data-Driven Personas!
Check out the slideshare presentation about the book, Data-Driven Personas!
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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.

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Data-Driven Personas HCI and personas analytics

Infographic for Data-Driven Personas book!

Hey, get your copy of the infographic for the book, Data-Driven Personas!

Infographic for Data-Driven Personas book!
Infographic for Data-Driven Personas book!

Get the (free) infographic for Data-Driven Personas book!