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Automatic Persona Generation Data-Driven Personas Persona Analytics Persona Thinking Personas Use of Personas

Tactical Personas (i.e., “I have personas, now what?”)

We often get questions from prospective clients about how to use personas. Like, “okay, after I have these personas, then what? How can I use them?“.

I have two standard responses for this:

  1. Persona analytics is just like any analytics. If you want to understand your customers, there must be some reason for that. What is that reason?
  2. What are your marketing/business/design goals? What do you want to improve? After knowing these, we can then tell how we think personas could be useful.

The point is that we are not some magicians that can tell you what to do. Instead, we should figure it out together. It’s called co-creation — you, as the client know more about your organization, your problems and goals than us. We need that information to figure out if personas make sense and if so, how.

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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 HCI and personas analytics Human-Computer Interaction design technique Persona Analytics Persona Research

Data-Driven Personas: Glossary Terms

Our book, Data-Driven Personas, has a comprehensive glossary of persona and related terms. Great reference for teaching, workshops, and courses!

Glossary Terms

A/B testing: using personas as a part of a split testing process, e.g., to increase team members’ empathy towards users before creating test versions that target said users.

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HCI and data-driven personas HCI and personas analytics Persona Analytics Personas Value of personas

Data-Driven Personas Book Website

Data-Driven Personas book website
Data-Driven Personas book website
Book published, 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. Data-Driven Personas book website.
http://www.data-drivenpersonas.com/
Categories
HCI and data-driven personas HCI and personas analytics Persona Analytics Value of personas

Data-Driven Personas Book

Data-Driven Persona Book
Data-Driven Persona

Data-Driven Personas Book Available!