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Ideas that Matter

Persona Based Design

02 Nov
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What is a Persona?

A Persona is a fictitious person who represents a certain user group within your product. A persona represent people having-

  • Same lifestyle choices.

  • Same preference for technology platforms

  • Purchase similar apps

  • Same age group

  • Similar Education

  • Same gender......... etc etc.

Persona Based Design

  • It is a User-centered Design- The User-centered design (UCD) outlines the phases throughout a design and development life-cycle all while focusing on gaining a deep understanding of who will be using the product. Design is based upon an explicit understanding of users, tasks, and environments.

  • User is the top most priority- Persona Based Designs are taken forward keeping users in mind, keeping their customers as the top most priority. What will be needs of the user from our product? What user expect? Which are the areas where he can face problems? Keeping all these points in minds , development is taken forward.

  • It is all about knowing what user actually wants- What user wants? What are the user's expectations? Persona based design is all about keeping an answer to all these questions in advance.

Persona Driven Development

Persona Driven Development is an approach to software projects that puts users first, making development decisions based on who uses your app and what their scenarios of use are.

How to develop a persona?

  • Talk to people who use competing products- This step is easy to start but hard to master: your goal in this step is to try to understand the benefits and pain-points of your service and other services out there. To do this, you want to interview people who use products that are in the same market category as yours. Ask them as many questions as possible. Remember, it’s always better to ask too many questions than to ask too few. If you don’t ask the right questions in this step, developing a persona may be very difficult later on.

  • Group together your notes and create Work Activity Notes- From the previous step, you should have quite a bit of data to sift through. We now take all of that information and distill it into what we call Work Activity Notes.

First, read through your notes that you took in the previous step and turn each note into a bullet point of some sort. You’ll want to summarize your note into 1–3 succinct sentences, extracting the main point from the raw notes that you took earlier. Your goal should be to get around 60–100 generated notes extracted from your raw notes.

  • Generate your Persona- From our previous steps, we now know who our general userbase is and what they like and dislike. Based on this information, we can come up with a Persona*.

Typically, you should generate a set of personas for a product, for the sake of the example, we will only construct one. A persona is an amalgram of the real users you have interviewed — a representation of a set of user’s backgrounds, behaviors, motivations, frustrations, and stories.

How is it useful?

  • Persona based designs help developers to develop features that they think will be useful for themselves, and not necessarily for their core users.

  • It simplifies development process. When Designing, Designer knows well about its users, he will be more confident when making the prototype.

  • Enables your design team and project managers to create much better products and services.

  • It helps in maintaining the consistency throughout the system. For instance- If Robert is used as a user at one place. So Robert's requirements will be our top most priority throughout the system and the product will be developed keeping them in mind at every phase.