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1 – 10 of over 3000Mahmooda Khaliq, Dove Wimbish and Angela Makris
This study aims to understand the utility of personas and illustrate, through a case study, how a persona-building exercise in a Community Based Prevention Marketing (CBPM…
Abstract
Purpose
This study aims to understand the utility of personas and illustrate, through a case study, how a persona-building exercise in a Community Based Prevention Marketing (CBPM) training of community leaders elicited important insights that complemented findings from ongoing formative research on vaccine hesitancy in the Hispanic/Latino population in the USA during COVID-19 pandemic.
Design/methodology/approach
An exploratory concurrent parallel qualitative study design compared three personas created by community-based organization members (n = 37) to transcripts from five formative research focus groups (n = 30) from the same project. All participants in this study were recruited by the National COVID-19 Resiliency Network as part of their capacity-building and formative research activities. Grounded theory guided the content analysis.
Findings
This study found personas and focus groups to be complementary. A high degree of co-occurrence was observed when investigating the uptake of the COVID-19 vaccine under the categories of barriers, culture and communication. Between the two methods, the authors found strong associations between fear, disruption to the value system, work-related barriers, inaccessibility to health care and information sources and misinformation. Areas of divergence were negligible.
Research limitations/implications
While personas provided background information about the population and sharing “how” to reach the priority population, focus groups provided the “why” behind the behavior, followed by “how”.
Practical implications
A community-driven persona-building process built on cultural community knowledge and existing data can build community capacity, provide rich information to assist in the creation of tailored messages, strategies and overall interventions during a public health crisis and provide user-centered, evidence-based information about a priority population while researchers and practitioners wait on the results from formative research.
Originality/value
This case study provided a unique opportunity to analyze the complementary effectiveness of two methods acting in tandem to understand the priority population: stakeholder-informed persona-building and participant-informed focus group interviews. Understanding their complementary nature addresses a time gap that often exists between researchers and practitioners during times of crises and builds on recommendations associated with bringing rigor into practice, promoting academic contribution to real-world issues and building collaborative partnerships. Finally, it supports the utility of a nimble tool that improves social marketers’ ability to know more about their audience for intervention design when time is of the essence and formative research is ongoing.
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Joni Salminen, João M. Santos, Soon-gyo Jung and Bernard J. Jansen
The “what is beautiful is good” (WIBIG) effect implies that observers tend to perceive physically attractive people in a positive light. The authors investigate how the WIBIG…
Abstract
Purpose
The “what is beautiful is good” (WIBIG) effect implies that observers tend to perceive physically attractive people in a positive light. The authors investigate how the WIBIG effect applies to user personas, measuring designers' perceptions and task performance when employing user personas for the design of information technology (IT) solutions.
Design/methodology/approach
In a user experiment, the authors tested six different personas with 235 participants that were asked to develop remote work solutions based on their interaction with a fictitious user persona.
Findings
The findings showed that a user persona's perceived attractiveness was positively correlated with other perceptions of the persona. The personas' completeness, credibility, empathy, likability and usefulness increased with attractiveness. More attractive personas were also perceived as more agreeable, emotionally stable, extraverted and open, and the participants spent more time engaging with personas they perceived attractive. A linguistic analysis indicated that the IT solutions created for more attractive user personas demonstrated a higher degree of affect, but for the most part, task outputs did not vary by the personas' perceived attractiveness.
Research limitations/implications
The WIBIG effect applies when designing IT solutions with user personas, but its effect on task outputs appears limited. The perceived attractiveness of a user persona can impact how designers interact with and engage with the persona, which can influence the quality or the type of the IT solutions created based on the persona. Also, the findings point to the need to incorporate hedonic qualities into the persona creation process. For example, there may be contexts where it is helpful that the personas be attractive; there may be contexts where the attractiveness of the personas is unimportant or even a distraction.
Practical implications
The findings point to the need to incorporate hedonic qualities into the persona creation process. For example, there may be contexts where it is helpful that the personas be attractive; there may be contexts where the attractiveness of the personas is unimportant or even a distraction.
Originality/value
Because personas are created to closely resemble real people, the authors might expect the WIBIG effect to apply. The WIBIG effect might lead decision makers to favor more attractive personas when designing IT solutions. However, despite its potential relevance for decision making with personas, as far as the authors know, no prior study has investigated whether the WIBIG effect extends to the context of personas. Overall, it is important to understand how human factors apply to IT system design with personas, so that the personas can be created to minimize potentially detrimental effects as much as possible.
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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.
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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…
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.
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– The purpose of this paper is to document the development path of a specific concept during its first 20 years.
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.
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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 assist in…
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.
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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 with a…
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.
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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 design…
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.
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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 children with…
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.
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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…
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.
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