As any designer or developer worth their salt will tell you, a successful website is based on an understanding of your end user. Today’s audiences are looking for far more than pretty pictures and a website that works – they want user friendly sites that give them access to high quality information in the easiest and most appropriate ways for them.
Personas are a tried and tested way of ascertaining not only who your audience is but their motivations, needs and expectations of your site. Personas guide creativity and implementation, creating a far more optimised user experience than that born of guess work and assumptions.
Personas are representative profiles of the people who may use your site. They provide a description of the typical users with photos, names and roles which bring them to life. Here's an example persona (view it full-size in a new window):
Personas primarily record the typical behaviours of those users and how they might use your site. As websites usually have more than one group of users, multiple personas are used to give a full overview.
"Personas can deliver a gut check to many parts of your project – business requirements, visual design, or quality assurance - by providing insight into who your audience is and what their expectations and behaviours are," say Russ Unger and Carolyn Chandler in their book, A project guide to UX design.
A good persona will deliver on a number of levels:
Personas should be based on an understanding of the end user, not on the opinion of the designer or developer. This means you need to do your research, perhaps in the form of focus groups, surveys or interviews. These should help you pick out details which you may not otherwise know about your target groups.
The research techniques you use will probably depend on budget and time constraints. The key is to find out as much as possible and use it to your advantage.
Generally, three to seven personas will adequately represent your target group – any more and you risk clouding your insight with useless divisions. Everything you put into your personas should have a tangible outcome for the project, with all insights being a guiding force for key sectors of the design and build.
Laura Hampton works for Zabisco. Read the Zabisco blog.
Comments
Add a comment