A persona is a prototype that represents a group of users to whom a business doesn’t have simple and direct access. The concrete properties and user behavior of personas helps businesses to develop solutions.
The areas of application of personas
Personas are ideal to discuss solutions and to make decisions about alternative designs. When working with them, it will become quickly obvious that there is not one user. A user can be contradictory, sometimes cautious, sometimes daring, contemplative and quick to make decisions. So, a persona is a person – by thinking about this, they refine even finding solutions for the implementation of a feature. Whilst making your development more lively and efficient. Additionally, working with abstract users makes work fun – because it requires empathy with actual users. And this empathy distinguishes personas from goal groups.
Development and regular use of personas
Of course you could just describe personas in your intranet. The question is whether anybody will actually take note and use them in their daily work. A better way is to visualize them, for example by creating posters for your meeting rooms or flyers for workspaces. These help to bring attention to them and to facilitate an understanding for them. Should you at some point hear at a meeting utterances like That’s way too complicated for Chris or I think Beth would disagree, you can be sure that your personas have been accepted!
Including personas in your day-to-day work is highly recommended:
- Personas are a tried-and-tested method to improve communication and creative output in teams
- Personas and persona scenarios help to find and prioritize solution-oriented requirements
- Personas help to focus on the users and to create user-friendly systems
How are personas put to into practice?
After you have identified your personas the next step is to make full use of them to apply them in the most effective way. To illustrate this question, take a look at the following requirements engineering process. It includes various steps such as context demarcation, stakeholder analysis and scheduling of requirements. So at which point should you put your personas to use?