5 – Personas

Develop a persona (or multiple personas) that characterises the users.

Introduction

A persona is a way to summarise and communicate research about people/users who have been observed or researched in some way. A persona is depicted as a specific person with a name, age, background story, etc – but is not a real person. Instead it is crafted from observations of many people. Each persona enables the designer to focus on a select cast of characters, instead of focusing on thousands of individuals.

Creating Text Personas

As seen in the previous post, we had amassed a sizable amount of data from our user research. The next step was to group and condense this information into some key facts and details, where the data from our questionnaire and our user interviews were merged into our two text-based personas.

Persona 1: Those who have previously visited a wreck and are interested in booking a tour of another.

  • Male
  • 37 years old
  • Irish
  • In a Relationship
  • Employed
  • Has scuba-dived before, but not regularly.
  • Would visit the Irish Wrecks website if needed. Would not download an app.
  • Would visit a wreck with friends.
  • Would pay for a guided tour.
  • Would prefer to go on a group tour.
  • Would not book accommodation via the website.
  • Would be most interested in visiting these types of wreck:
    • Old/Interesting historical background.
    • Aircraft
    • Military boats & submarines.

  • For the below questions:
    • Score boosted if mentioned during Interviews (0.25 for each)
    • Pictures/Videos were not included in the questionnaire, but were mentioned repeatedly during interviews, so have been given a high score here to reflect this.
    • (1 = Not at all Important, 5 = Extremely Important)
  • How important the following are in visiting a wreck:
    • Diving difficulty: 4.2
    • Historical background: 3.92
    • Location: 3.42
    • Transport to the wreck: 3.08
    • Quality of nearby accommodation: 3.08
    • Accessible without diving: 3.08

  • How important the following are in terms of using the website:
    • Detailed information about location and environment: 4.5
    • Historical information: 4.5
    • Interactive map & GPS coordinates: 3.67
    • Pictures and Videos of a Wreck: 3.5
    • Searchable/Sortable list: 3.15
    • Book a tour: 3.08
    • Ability to book accommodation for a tour: 2.77

  • Other concerns/interests:
    • Safety concerns
    • 3D interactivity
    • Terrain
    • Currents
    • Weather
    • Tidal information
    • Gear list

Persona 2: Those who have not previously visited a wreck but are interested in finding out more about them.

  • Female
  • 39 years old
  • Irish
  • Married with children
  • Employed
  • Has not scuba-dived before.
  • Interested in visiting a wreck.
  • Would more likely visit the Irish Wrecks website, rather than downloading an app.
  • Would visit a wreck with their partner.
  • Would pay for a guided tour.
  • Would prefer to go on a group tour.
  • Would not book accommodation via the website.
  • Would be most interested in visiting these types of wreck:
    • Military boat/ship
    • Passenger boat/ship
    • Aircraft
    • Submarine
  • For the below:
    • Score boosted if mentioned during Interviews (0.25 for each)
    • General/Safety information and Pictures/Videos were not included in the questionnaire, but were mentioned repeatedly during interviews, so have been given a high score here to reflect this.
    • (1 = Not at all Important, 5 = Extremely Important)

  • How important the following are in visiting a wreck:
    • Diving difficulty: 4.25
    • Historical background: 4.17
    • Location: 3.46
    • Transport to the wreck: 3.28
    • Accessible without diving: 3.19
    • Quality of nearby accommodation: 2.95

  • How important are the following in terms of using the website:
    • General and Safety information: 4
    • Interactive map: 3.50
    • Pictures and Videos of a Wreck: 3.25
    • Historical Information: 3.15
    • Searchable/Sortable list: 3.06
    • Book a tour: 3.03
    • Book accommodation: 2.75

 

Creating Graphical Personas

The final step was to create the graphical “card” that can easily be distributed among stakeholders, management and design and development teams. These cards have all the relevant information to hand at a glance, and can always be used to answer any query or design decision that may arise.

Click on each image to zoom in.

The full size images can be found here and here.

References

  1. Xtensio. How To: Create A User Persona
  2. UX Lady (2013). DIY User Personas
  3. Shlomo Goltz (2014). A Closer Look At Personas: What They Are And How They Work (Part 1) – Smashing Magazine

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