Persona Research

Persona Preparedness: A Survey Instrument for Measuring the Organizational Readiness for Deploying Personas

Organizational user-centric design is crucial for developing information technology that offers optimal usability and user experience. Personas are a central user-centered design technique that puts people before technology and helps decision makers understand the needs and wants of the end-user segments of their products, systems, and services. However, it is not clear how ready organizations …

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Big Data, Small Personas: How Algorithms Shape the Demographic Representation of Data-Driven User Segments

Derived from the notion of algorithmic bias, it is possible that creating user segments such as personas from data results in over- or under-representing certain segments (FAIRNESS), does not properly represent the diversity of the user populations (DIVERSITY), or produces inconsistent results when hyperparameters are changed (CONSISTENCY). Collecting user data on 363M video views from …

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Persona Analytics: a pathway to persona science

Slidedeck on Persona Analytics: pathway to persona science from QUANT UX Conference 2022 https://drive.google.com/file/d/1euyQPqUdVd0B8r249SApNOyN6hzESf2n/view Salminen, J., Jung, S.G., and Jansen, B. J. (2022) Persona Analytics: a pathway to persona science. In CN Chapman, KZ Xu, M Callegaro, F Gao, and M Cipollone, eds. (2022). Proceedings of the 2022 Quantitative User Experience Conference (Quant UX Con). …

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Do players communicate differently depending on the champion played? Exploring the Proteus effect in League of Legends

Interested in online gaming research? You might find this article of interest. In a different take on ‘personas’, we investigate how the Proteus effect, which is players changing their way of communication based on characters with which they play, is associated with players’ champion usage in the popular online game League of Legends, where champions …

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Toxic Text in Personas: An Experiment on User Perceptions

When algorithms create personas from social media data, the personas can become noxious via automatically including toxic comments. To investigate how users perceive such personas, we conducted a 2 × 2 user experiment with 496 participants that showed participants toxic and non-toxic versions of data-driven personas. We found that participants gave higher credibility, likability, empathy, …

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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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