Personas

Developing Persona Analytics Towards Persona Science

Much of the reported work on personas suffers from the lack of empirical evidence. To address this issue, we introduce Persona Analytics (PA), a system that tracks how users interact with algorithmically-generated personas. PA captures users’ mouse and gaze behavior to measure users’ interaction with algorithmically generated personas and use of system features for an interactive …

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Personas in the Era of Privacy-Protected User Analytics

An important observation: the value of personas in Web analytics is likely to increase with the current changes in digital privacy. This is because the platforms need to move into more non-personified systems and methods. Personas are exactly about this: making individual customer data aggregated. In fact, Google planned a system (that they already sort …

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Any dataset can be a persona

“Any dataset can be a persona.” It’s quite a fascinating idea that any dataset about users or customers could be transformed into a set of personas. Of course, this means that persona creators need to possess a wide range of analytical skills because datasets in the wild contain different fields/variables/degree of structure. So, persona creation …

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A Recipe for Persona-based Digital Marketing

Had an interesting conversation with a User Experience and Design professional. Based on that conversation, laying out a process for persona-based digital marketing. This means a few things: (1) campaigns are organized around personas, (2) campaign content is tailored for personas, and (3) results are analyzed per persona. Without further ado, here are the steps: …

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What’s in a Persona Name?: Naming Personas Using A Data-Driven Approach

“Call me Ishmael.” Herman Melville, Moby-Dick (1851) Names are an incredibly important part of a people’s identity, carrying societal, personal, cultural, religious, ethnic, and/or nationality impressions. A name conveys the groups, communities, and population of a person or even a fictitious character (as in the case of Ishmael, the narrator in the book, Moby Dick) …

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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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