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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 Persona Analytics Persona System

MIT Tech Review Article About APG: Making better decisions with big data personas

Nice write up about persona analytics, as created by APG, in MIT Technology Review!

Making better decisions with big data personas
Making better decisions with big data personas

How personas and data work together

With increasing analytics data, personas can now be generated using big data and algorithmic approaches. This integration of personas and analytics offers impactful opportunities to shift personas from flat files of data presentation to interactive interfaces for analytics systems. These personas analytics systems provide both the empathic connection of personas and the rational insights of analytics. With persona analytics systems, the persona is no longer a static, flat file. Instead, they are operational modes of accessing user data.

 

Jim Jansen, Soon-gyo Jung, and Joni Salminen (2021) Making better decisions with big data personas. MIT Technology Review. 11 March.  https://www.technologyreview.com/2021/03/11/1020207/making-better-decisions-with-big-data-personas/

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HCI and data-driven personas Persona Creation Persona Design Persona Development Personas

Elements of a Persona Profile

Persona and Persona Profile

A persona is a humanized representation of a user segment, audience segment, or customer segment.

The persona is presented in a persona profile. A persona profile is the actual representation of the persona. So, a persona is a conceptualize. The person profile is the physical manifestation of that concept.

The persona profile contains various attributes, insights, and information about the persona. Each of these are an element of the persona profile.

Example of a Persona Profile

Here is an example of a data-driven persona profile created by APG, the automated persona generation system.

APG affords the ability to increase or reduce the number of personas in real time!
This is a persona profile generated by APG, which is a full stack persona analytics system.

What elements does a persona profile typically contain?

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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!