Search results

1 – 10 of over 3000
Open Access
Article
Publication date: 16 August 2021

Shamal Faily, Claudia Iacob, Raian Ali and Duncan Ki-Aries

This paper aims to present a tool-supported approach for visualising personas as social goal models, which can subsequently be used to identify security tensions.

Abstract

Purpose

This paper aims to present a tool-supported approach for visualising personas as social goal models, which can subsequently be used to identify security tensions.

Design/methodology/approach

The authors devised an approach to partially automate the construction of social goal models from personas. The authors provide two examples of how this approach can identify previously hidden implicit vulnerabilities and validate ethical hazards faced by penetration testers and their safeguards.

Findings

Visualising personas as goal models makes it easier for stakeholders to see implications of their goals being satisfied or denied and designers to incorporate the creation and analysis of such models into the broader requirements engineering (RE) tool-chain.

Originality/value

The approach can be used with minimal changes to existing user experience and goal modelling approaches and security RE tools.

Details

Information & Computer Security, vol. 29 no. 5
Type: Research Article
ISSN: 2056-4961

Keywords

Open Access
Article
Publication date: 31 July 2021

Tra Huynh, Adrian Madsen, Sarah McKagan and Eleanor Sayre

Personas are lifelike characters that are driven by potential or real users’ personal goals and experiences when interacting with a product. Personas support user-centered…

Abstract

Purpose

Personas are lifelike characters that are driven by potential or real users’ personal goals and experiences when interacting with a product. Personas support user-centered design by focusing on real users’ needs. However, the use of personas in educational research and design requires certain adjustments from its original use in human-computer interface design. This paper aims to propose a process of creating personas from phenomenographic studies, which helps us create data-grounded personas effectively.

Design/methodology/approach

Personas have features that can help address design problems in educational contexts. The authors compare the use of personas with other common methodologies in education research, including phenomenology and phenomenography. Then, this study presents a six-step process of building personas using phenomenographic study as follows: articulate a design problem, collect user data, assemble phenomenographic categories, build personas, check personas and solve the design problem using personas. The authors illustrate this process with two examples, including the redesign of a professional development website and an undergraduate research program design.

Findings

The authors find that personas are valuable tools for educational design websites and programs. Phenomenography can productively help educational designers and researchers build sets of personas following the process the authors propose.

Originality/value

The use and method of personas in educational contexts are scarce and vague. Using the example contexts, the authors provide educational designers and researchers a clear method of creating personas that are relatable and applicable for their design problems.

Details

Information and Learning Sciences, vol. 122 no. 11/12
Type: Research Article
ISSN: 2398-5348

Keywords

Click here to view access options
Book part
Publication date: 15 December 2016

Holt Zaugg

Library space and services should center on library patrons and what they need. Trying to match the needs of each patron can become a daunting task. A new approach needs…

Abstract

Purpose

Library space and services should center on library patrons and what they need. Trying to match the needs of each patron can become a daunting task. A new approach needs to be taken – one that describes patrons and their needs in a useful way. Using an approach from marketing and product design, personas or user groups offer a unique approach to thinking and describing patron needs to assist in the identification and design of library space and services.

Methodology/approach

The identification, development, and validation of personas employs an iterative process using both qualitative and quantitative methods to first identify user patterns, then develop the patterns into meaningful descriptions, and finally to validate the personas. Once validated, additional data is collected, and, as librarians become persona-minded, the persona descriptions continue to be enriched.

Findings

The chapter provides a description of personas found in one academic library and how those personas were developed before being used to assist in library space identification and development. One unique feature of our personas was the fluid nature where patrons would shift personas depending on personal needs.

Practical implications

Personas are a practical and meaningful tool for thinking about library space and service design in the development stage. Several examples of library spaces that focus on the needs of specific personas are provided.

Details

The Future of Library Space
Type: Book
ISBN: 978-1-78635-270-5

Keywords

Click here to view access options
Article
Publication date: 6 May 2020

Kevin Lehnert, Sarah Goupil and Pete Brand

Marketing has radically changed in the past few years. With the rise of digital marketing, search technology, blogging and podcasts, consumer access to information and…

Downloads
1926

Abstract

Purpose

Marketing has radically changed in the past few years. With the rise of digital marketing, search technology, blogging and podcasts, consumer access to information and content has exploded. This paper aims to provide a critical look at one aspect of this change, inbound marketing and the creation of content to drive engagement. Inbound marketing differs from traditional marketing by pulling customers to the firm, as opposed to reaching out through traditional advertising.

Design/methodology/approach

This study provides an overview of inbound marketing and illustrate three views of inbound marketing: digital, social and content marketing.

Findings

The study highlights the importance of consumer personae, critical content creation and customer strategies.

Practical implications

The study concludes with a look to the future of inbound marketing and clear guidelines for developing an inbound strategy, including understanding the buyer personas, strategic analysis and a formulized plan for inbound content creation.

Originality/value

This work combines traditional theoretical research and analysis to provide a comprehensive and clear illustration of what inbound marketing is and where it can be used in both business strategy and academic research.

Details

Journal of Business Strategy, vol. 42 no. 1
Type: Research Article
ISSN: 0275-6668

Keywords

Click here to view access options
Article
Publication date: 13 June 2019

Alessandro Fergnani

The purpose of this paper is to formally introduce the future persona, a futures method to let scenarios come to life. A future persona is a scenario-specific fictional…

Abstract

Purpose

The purpose of this paper is to formally introduce the future persona, a futures method to let scenarios come to life. A future persona is a scenario-specific fictional individual living in the future scenario (s)he is meant to depict. The paper provides a formal, systematic and clear step-by-step guide on how to create engaging and effective future personas after a scenario planning exercise.

Design/methodology/approach

After having introduced the future persona method, tracing it back to the customer persona method in user centered design (UCD) and differentiating it from previous uses of futures characters in the futures studies literature and in other domains, an example of the creation process of four future personas based on four scenario archetypes of the futures of work is provided, illustrated with pictures and discussed.

Findings

Future personas, with their narratives and graphical illustrations, are found to be particularly useful to convey scenarios to a target audience.

Practical implications

Futures personas can be used in a scenario planning exercise to increase the clarity of scenarios in the mind of scenario planners and to let scenarios be known inside an organization.

Originality/value

Future personas can substantially enrich scenarios, increasing their liveliness, playfulness and empathy.

Details

foresight, vol. 21 no. 4
Type: Research Article
ISSN: 1463-6689

Keywords

Click here to view access options
Article
Publication date: 27 May 2014

Roger Clarke

– The purpose of this paper is to document the development path of a specific concept during its first 20 years.

Downloads
1165

Abstract

Purpose

The purpose of this paper is to document the development path of a specific concept during its first 20 years.

Design/methodology/approach

Evidence was extracted of the citation-counts of relevant articles, uses of the term in other articles that do not cite the original articles, and uses of terms with similar meanings. Examination of the data took into account insights from epidemiology, memetics and diffusion of innovations theory.

Findings

The concept has had insufficient impact to overcome the weaknesses in theory and practice that it was intended to address. It has lacked champions. It has proven to be sufficiently fit to survive, but not to flourish.

Research limitations/implications

Google Scholar has a wide catchment area, and hence provides a basis for tracking the path of development of new ideas. However, the tools remain fairly blunt, and do not, for example, enable efficient extraction of patterns of citation over time, or the nature of the uses made of terms by the citing articles.

Practical implications

Neologisms take on a life of their own, losing the associations that they were intended to have with other ideas, and shedding their embedment in a body of theory. For a new term to successfully project a meme, its proponent must enthuse a critical mass of early adopters to apply it, and to generate a further round of adopters.

Originality/value

Concepts are seldom tracked over time. This paper shows that a new term and its associated body of theory require more than publications in top-level journals if they are to have significant impacts on academic research and industry practice.

Details

Information Technology & People, vol. 27 no. 2
Type: Research Article
ISSN: 0959-3845

Keywords

Click here to view access options
Article
Publication date: 8 August 2018

Holt Zaugg and Donna Harp Ziegenfuss

A persona describes a group of library patrons as a single person to better identify and describe user patterns and needs. Identifying personas in academic libraries can…

Abstract

Purpose

A persona describes a group of library patrons as a single person to better identify and describe user patterns and needs. Identifying personas in academic libraries can assist in library planning by focusing on patrons. Initially, personas were thought to be unique to each library; additional insights led the researchers to rethink this assertion. The purpose of this paper is to determine if personas, developed in one library, are unique or more universal than previously thought.

Design/methodology/approach

In this study, 903 surveys were completed across two institutions asking library patrons to identify use patterns within each library. Mean score responses were analyzed using an ANOVA, principal component analysis and RapidMiner technology. All analyses were used to identify personas with common interests and places personas in groups or neighborhoods.

Findings

The findings provide evidence for the universality of academic library personas. However, differences occur in how the personas are grouped and use different library services and resources.

Originality/value

Personas allow librarians to view patrons in a more personal way as they connect personas to specific library spaces. While the personas appear to be universal, their interactions with each other depend on specific library amenities.

Details

Performance Measurement and Metrics, vol. 19 no. 3
Type: Research Article
ISSN: 1467-8047

Keywords

Click here to view access options
Article
Publication date: 16 July 2019

Karla Straker, Genevieve Mosely and Cara Wrigley

The purpose of this paper is to introduce a new strategic management tool – the reverse persona. In doing so, the methods, use and benefits documented from a case study…

Abstract

Purpose

The purpose of this paper is to introduce a new strategic management tool – the reverse persona. In doing so, the methods, use and benefits documented from a case study with a global franchisee organization are presented.

Design/methodology/approach

This tool was derived from working with a global franchisee organization sought to design and launch a new product into the market. The reverse persona was deployed through n=14 qualitative interviews with franchisee owners were conducted to understand their perceptions of customers, awareness and concern of competition and their willingness to take risks. These insights were collated to develop reverse personas for the senior leadership team within the organization.

Findings

Changing the scope of personas from external customers to internal employee development, can further strengthen the method’s effectiveness in decision-making and strategic management, particularly for the implementation and roll out of new products.

Practical implications

In the case study, the senior leadership team saw the manager persona as a strategic aid to, “Help target the implementation of new products in stores, select franchise owners for potential new roles and to deeply understand the motivations, challenges and attributes of their middle management contributing to the competitive advantage of the organisation.”

Originality/value

This article is the first to explore the use of personas for internal strategic planning use within a company.

Details

Strategy & Leadership, vol. 47 no. 4
Type: Research Article
ISSN: 1087-8572

Keywords

Click here to view access options
Article
Publication date: 20 June 2019

Misbahu S. Zubair, David Brown, Thomas Hughes-Roberts and Matthew Bates

Personae are simple tools for describing users, their characteristics and their goals. They are valuable tools when designing for a specific group of users, such as…

Abstract

Purpose

Personae are simple tools for describing users, their characteristics and their goals. They are valuable tools when designing for a specific group of users, such as children with autism spectrum condition (ASC). The purpose of this paper is to propose, validate and revise a methodology for creating accurate, data grounded personae for children with ASC.

Design/methodology/approach

The proposed method is based mainly on Cooper et al.’s (2007) persona construction method. It proposes gathering and analysing qualitative data from users and experts to either create a new persona or extend an existing one. The method is then applied to create personae for the design of a visual programming tool for children with ASC. Based on the results of the application, observations and lessons learnt, a revised version of the method is proposed.

Findings

The method’s combined use of user data and expert knowledge produced a set of personae that have been well reviewed by experts so far. The method’s use of a questionnaire to validate personae also produced relevant qualitative feedback. On review, possible downsides of extending existing personae were identified. Therefore, a revised method was introduced, eliminating the need to extend existing personae, and stressing the importance of utilising user data, expert knowledge and feedback.

Originality/value

This paper addresses the need for a well-defined method for creating data grounded personae that accurately describe the characteristics and goals of children with ASC. Such personae can be used to design and develop more accessible and usable products.

Details

Journal of Enabling Technologies, vol. 13 no. 2
Type: Research Article
ISSN: 2398-6263

Keywords

Click here to view access options
Article
Publication date: 11 July 2016

Holt Zaugg and Scott Rackham

Ranganathan’s Laws of Library Science and continued refinements place identification of patron’s needs and connection of those needs to library services of primary…

Downloads
1024

Abstract

Purpose

Ranganathan’s Laws of Library Science and continued refinements place identification of patron’s needs and connection of those needs to library services of primary importance in libraries. Identifying and developing personas or user group descriptions helps to identify the unique nature of library patrons. Personas help librarians identify or create specific services for each patron persona. Understanding each library persona allows the library faculty and staff to prepare and to plan service delivery. The purpose of this paper is to develop personas for undergraduate students followed by the identification and development of personas for graduate students and faculty.

Design/methodology/approach

The identification and development of undergraduate patron personas engaged communications students, as part of their course work, to use a review of previous studies to develop theories of library patron personas. Each of the three groups within the communications class verified their initial persona theories using surveys, focus groups, interviews, observations and ethnographic methods. All personas from each group was further developed and refined into a final list and description of ten library personas. A principal components analysis helped to provide interconnections between the personas and estimate the percent of patrons each persona comprised.

Findings

The study identified ten personas (user groups) who use a wide variety of library services. Descriptions of personas enabled library faculty and staff to identify personas accessing their services, to further develop and refine current services and to create new services to meet the needs of patrons. A principle components analysis further facilitated the understanding of interrelations between the personas based on persona use of library services. Personas that had common needs or use patterns were grouped together to further understanding of patrons use patterns and needs. While an attempt was made to determine the percent of total patrons each persona was, evidence was found that indicated the fluid nature of personas in regards to library services. That is, as the patron needs shifted, so did their persona. Patrons moved from one persona to another to meet their shifting needs as the academic semester proceeded.

Practical implications

Personas have several practical implications for librarians. First, they enable librarians to reflect on provided services in terms of personas. This reflection enables library services to be refined to meet patron needs. Second, the interconnection between personas enables librarians to market other services. As a patron uses one service, librarians can point out related services that may be of interest or help. This is particularly important for new student orientation tours. Finally, matching the personas with other library trends and patterns assists librarians with the development of the library as a space suited to meet the needs of its patrons.

Originality/value

While the use of personas is common in communications, marketing and business, their development and use in academic libraries is quite unique. They become quite useful in associating library services to the patrons that use them. Strategic planning also uses personas as services are upgraded and improved or new services are created to meet more persona needs.

Details

Performance Measurement and Metrics, vol. 17 no. 2
Type: Research Article
ISSN: 1467-8047

Keywords

1 – 10 of over 3000