Weitere Kapitel dieses Buchs durch Wischen aufrufen
A method to shift a company towards user-centred thinking and product development is the use of personas. Personas are archetypical representations of real users. They summarise what we know about our customers or users; they are based on research and data (quantitative and qualitative research). Sometimes personas are developed by the marketing department, sometimes by the User Experience (UX) department. Typically, they are based on qualitative research like user interviews, observation, contextual research, and usability testing. Why should we use them? What should we be aware of?
Personas are closely connected with storytelling. They are used for brand creation, in product development, and in service design.
Depending on their purpose, they differ: e.g. buyer personas are focussing on the buying process; personas within user-centred design are focussing on user needs closely related to product usage and typical tasks. With every persona, there are one or more stories: for B2C personas, the stories are more personal and related to problems users are trying to solve in their private life. But even for B2B personas with focus on business problems personal motivations and aspirations are playing a role.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Andrews, W. 2017. The power of storytelling. https://design.org/blog/the-power-of-storytelling/.
Axure Blog Medium Fidelity. 2017. https://www.axure.com/blog/medium-fidelity/page/2/.
Cao, J. 2014–2017. The UX Designer’s 5-minute guide to lean personas. https://www.uxpin.com/studio/blog/ux-designers-5-minute-guide-lean-personas/.
Cooper, A. 2008. The origins of personas. https://www.cooper.com/journal/2008/5/the_origin_of_personas.
Fantail. 2017. Adding personas to work items in VSTS. Fantail IO, August 27, 2017. http://www.fantail.io/2017/08/adding-personas-to-work-items-in-vsts.html.
Laubheimer, P. 2017. Personas vs. Jobs-to-Be-Done. https://www.nngroup.com/articles/personas-jobs-be-done/.
Long, F. 2009. Real or imaginary: The effectiveness of using personas in product design. Proceedings of the Irish Ergonomics Society Annual Conference, Dublin, 1–10.
Luechau, M. 2015. https://www.slideshare.net/MichelleLchau/chipotle-buyer-persona-luchau.
Nathan, S., and K. Schmidt. 2013. From promotion to emotion, connecting B2B customers to brands. https://www.thinkwithgoogle.com/marketing-resources/promotion-emotion-b2b/.
Pichler, R. 2013. 10 tips for creating agile personas. http://www.romanpichler.com/blog/10-tips-agile-personas/.
Rumsey, A. 2016. Shop Direct’s Gareth Jones aims to delight ‘Miss Very’. http://www.cmo.com/interviews/articles/2016/6/26/gareth-jones-delights-miss-very-his-special-customer.html.
Salah, D., R. Paige, and P. Cairns. 2014. An empirical study on integrating agile and user centered design. Proc. of BCS HCI 2014. http://www-users.cs.york.ac.uk/~pcairns/papers/Salah_HCI2014.pdf.
Sauro, J. 2017. A better way to segment your customers. https://measuringu.com/better-segmentation/.
Seweryn. 2017. Quick ‘How to’: Create marketing personas for business. https://severinu.com/quick-how-to-create-marketing-personas-for-business/.
Young, I. 2016. Describing personas. https://medium.com/@indiyoung/describing-personas-af992e3fc527.
Wikipedia. n. d. https://en.wikipedia.org/wiki/Persona_(user_experience).
- Personas—Who Owns Them
- Kapitel 8
Best Practices für Web-Exzellenz im Online-Handel/© venimo | Fotolia