{"id":989,"date":"2020-10-27T06:32:47","date_gmt":"2020-10-27T03:32:47","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=989"},"modified":"2021-03-21T14:25:27","modified_gmt":"2021-03-21T11:25:27","slug":"from-flat-file-to-interface-synthesis-of-personas-and-analytics-for-enhanced-user-understanding","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/from-flat-file-to-interface-synthesis-of-personas-and-analytics-for-enhanced-user-understanding\/","title":{"rendered":"From flat file to interface: Synthesis of personas and analytics for enhanced user understanding"},"content":{"rendered":"

\"\"<\/p>\n

The data-driven persona approach is a communicative design technique for understanding users.<\/p>\n

<\/p>\n

With increasing access to analytics data, personas are more and more generated from online user statistics using big data and algorithmic approaches.<\/p>\n

There is a movement from personas -> to data-driven personas -> to persona analytics systems.<\/p>\n

This integration offers new opportunities to shift personas from\u00a0flat files<\/i>\u00a0of data presentation to that of\u00a0interactive interfaces<\/i>\u00a0for analytics systems.<\/p>\n

We illustrate this transition towards the concept of \u201cpersona as interface\u201d with a persona analytics system, Automatic Persona Generation (APG).<\/p>\n

In pushing advancements of both persona and analytics conceptualization, development, and use, the APG system presents a multi\u2010layered \u201cfull\u2010stack\u201d integration. APG affords three levels of user data presentation, which are (a) the\u00a0conceptual<\/i>\u00a0persona, (b) the\u00a0analytical<\/i>\u00a0user metrics, and (c) the\u00a0foundational<\/i> user data. The result is a better tool than either persona or analytics along for user understanding.<\/p>\n

Moving to a \u201cpersonas as interfaces\u201d approach offers the benefits of both personas and analytics systems and addresses some of the shortcomings of each. We provide results from user experiments of and use cases for APG the research article linked below.<\/p>\n

Jansen, B. J.\u00a0Jung, S.G., and Salminen, J. (2020)\u00a0From Flat File to Interface: Conceptual Synthesis of Personas and Analytics for Enhanced User Understanding<\/a>. 83rd Annual Meeting of the Association for Information Science and Technology. Pittsburgh, PA, USA, 23-28 October 23-28. 1-11.<\/p>\n","protected":false},"excerpt":{"rendered":"

The data-driven persona approach is a communicative design technique for understanding 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