A key element in a design-driven development process is a research study where design anthropologists document and map the users’ behaviour. Research often provides rich and complex data sets and user insights. Personas translate this knowledge into a form that is simpler and easier to grasp and thus serve as a good basis for the development of new solutions. Personas remind the participants that they have to develop solutions that match the specific needs represented by the various user groups, for example, different types of companies, users or clients.
1. Angle: in developing your persona it is important to angle your research and clarify what potentials or dilemmas you wish to address. A persona is an archetype, a simplified representation of a user.
2. Build on knowledge: a persona is based on knowledge about your users; prior to developing a persona you may therefore need to gather new knowledge about your users by means of interviews, observations or other methods.
3. Create a template: fill out your persona template based on your knowledge about the users. It may be helpful to work with at least four or five different personas to be able to relate them more precisely to the dilemma you are working on.
4. Brainstom on ideas: identify development potentials, and brainstom on new ideas that address the persona’s needs.
Personas [download below]