GoogleTranslate Service


User Stories and Persona

March 24th, 2014 by Graham Attwell

I worked with Owen Grey on the slides for my presentation on ‘Developing Context and Work Based Mobile Learning in the Construction Sector’ at the Bristol Ideas in Mobile Learning symposium. And I included a series of Persona developed through early work in the Learning Layers project. Owen was not impressed – they are dreadful he said, they do not match reality. He was right and indeed I deleted the slide. But during my presentation, I stated my difficulty with Persona and this led to some discussions (to say nothing of tweets).

In the past I have been fond of persona as a working methodology. Indeed, I even wrote a guide to how to develop Persona for the EU G8way project. Here is an extract:

Identifying Personas

Personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behaviour set that might use a site, brand or product in a similar way (Wikipedia). Personas can be seen as tool or method for design. Personas are useful in considering the goals, desires, and limitations of users in order to help to guide decisions about a service, product or interaction space for a website.

A user persona is a representation of the goals and behaviour of a real group of users. In most cases, personas are synthesised from data collected from interviews with users. They are captured in one to two page descriptions that include behaviour patterns, goals, skills, attitudes, and environment, with a few fictional personal details to make the persona a realistic character. Personas identify the user motivations, expectations and goals responsible for driving online behaviour, and bring users to life by giving them names, personalities and often a photo. (Calabria, 2004).

Personas can be based on research into users and should not be based purely on the creator’s imagination. By feeding in real data, research allows design teams to avoid generating stereotypical users that may bear no relation to the actual user’s reality.

Tina Calabria (2004) says personas are relatively quick to develop and replace the need to canvass the whole user community and spend months gathering user requirements and help avoid the trap of building what users ask for rather than what they will actually use.”

The problem is that all too often in synthesising data to produce a representation of a real group of users we do end up with a caricature. This is not just because creators rely purely on their imagination and fail to take account of the research. But (and I will talk more about this issue in a future blog post on Transdisciplinary Action Research), all too often the researcher or creator is just too far from the users to understand the meaning of the research. This distance can include class, geography, language (including domain language) culture and perhaps most critically (at least for the Learning layers project) occupation. And thus, rather than building what users ask for rather than what they will actually use, we build software that only a caricature would use.
That is not to say we should give up on developing Persona. Indeed, a later revision and rewriting of the Learning Layers Perosna was a great improvement. But I think we need to re-examine how we are developing perosna, how we combine them with other tools and approaches and what limitations there may be to their use.

Please follow and like us:

Comments are closed.

  • Search Pontydysgu.org

    Social Media




    News Bites

    Cyborg patented?

    Forbes reports that Microsoft has obtained a patent for a “conversational chatbot of a specific person” created from images, recordings, participation in social networks, emails, letters, etc., coupled with the possible generation of a 2D or 3D model of the person.

    Please follow and like us:


    Racial bias in algorithms

    From the UK Open Data Institute’s Week in Data newsletter

    This week, Twitter apologised for racial bias within its image-cropping algorithm. The feature is designed to automatically crop images to highlight focal points – including faces. But, Twitter users discovered that, in practice, white faces were focused on, and black faces were cropped out. And, Twitter isn’t the only platform struggling with its algorithm – YouTube has also announced plans to bring back higher levels of human moderation for removing content, after its AI-centred approach resulted in over-censorship, with videos being removed at far higher rates than with human moderators.

    Please follow and like us:


    Gap between rich and poor university students widest for 12 years

    Via The Canary.

    The gap between poor students and their more affluent peers attending university has widened to its largest point for 12 years, according to data published by the Department for Education (DfE).

    Better-off pupils are significantly more likely to go to university than their more disadvantaged peers. And the gap between the two groups – 18.8 percentage points – is the widest it’s been since 2006/07.

    The latest statistics show that 26.3% of pupils eligible for FSMs went on to university in 2018/19, compared with 45.1% of those who did not receive free meals. Only 12.7% of white British males who were eligible for FSMs went to university by the age of 19. The progression rate has fallen slightly for the first time since 2011/12, according to the DfE analysis.

    Please follow and like us:


    Quality Training

    From Raconteur. A recent report by global learning consultancy Kineo examined the learning intentions of 8,000 employees across 13 different industries. It found a huge gap between the quality of training offered and the needs of employees. Of those surveyed, 85 per cent said they , with only 16 per cent of employees finding the learning programmes offered by their employers effective.

    Please follow and like us:


    Other Pontydysgu Spaces

    • Pontydysgu on the Web

      pbwiki
      Our Wikispace for teaching and learning
      Sounds of the Bazaar Radio LIVE
      Join our Sounds of the Bazaar Facebook goup. Just click on the logo above.

      We will be at Online Educa Berlin 2015. See the info above. The stream URL to play in your application is Stream URL or go to our new stream webpage here SoB Stream Page.

      Please follow and like us:
  • Twitter

    This looks interesting - shame it is behind a paywall :( twitter.com/Helen_Amass/st…

    About 4 days ago from Graham Attwell's Twitter via Twitter for Mac

  • Recent Posts

  • Archives

  • Meta

  • Categories