Death to John Doe: a beginner’s guide to persona creation
From the dawn of the human-centred design movement now more than three decades prior, the concept and implementation of the user persona has established itself as an integral component toward the creation of seamless and enticing digital experiences. Widely regarded as the Godfather of this concept, software engineer turned renowned author Alan Cooper defines them as such, “Personas are not real people, but they represent them throughout the design process. They are hypothetical archetypes of actual users. … In brief, a persona is a fictional user, ideally based on real user research as part of the design process”.
However, if you’ve stopped by for a lecture on the brief history of design thinking, I must now direct you elsewhere.
The (not so) imaginary friends you didn’t know you needed: this article will work to shed light on the importance of user personas, and their role in creating experiences informed by research rather than assumption.
So… What Are They, Anyway?
In spite of an ever-evolving age of technology — headlined by the birth of automation and AI learning — there remains one constant. Although the products we use may change, the audience we design them for does not. The success of any product is defined by its inherent ability to empathize and cater to the needs of its respective user base. From laptops to stovetops, every device we interact with is designed with the conventions of its audience in mind. Region-specific variables such as culture, language, and legal norms must be considered and adhered to when developing products for
specific demographics.
Great, but… How do we know who to design for?
Based on my personal experience as a UX Designer, I like to define personas as the following:
“Fictional representations of a brand or service’s archetypal user, reflective of collected data sets. Furthermore, user personas serve as a reference tool for designers across all stages of the design process, to ensure said products are created as a reflection of the target user base, rather than mere assumption” — Me
What’s Commonly Included?
Generally speaking, a user (take a drink every time I say user) persona is comprised of several components that help generate a well-rounded perspective on the type of consumer who will be interacting with a given product or service:
• Demographic Information: (Name, age, sex, occupation)
• Motivations and Frustrations: What motivates a user to complete a given task, and what frustrates them when attempting to do so?
• User Story: A textual, goal-driven statement, written from the perspective of the user, highlighting what they desire to achieve by interacting with said product. Such listings are usually structured as such: “As a ___, I want to ___, so that I can ____”.
• Scenario: A small paragraph, highlighting a practical use case for the need for a certain product, and its potential to help solve a user’s problem
With a high-level comprehension of what personas are, along with their respective purpose, we can now delve deeper into the nitty gritty. Never before has the expression “what’s in a name?” proven itself more relevant. Unlike eating too much chocolate (which I still don’t believe in), you will seldom hear it possible to perform “too much” user research. Deadlines and budgets permitting, I have always made sure to allot myself the extra time necessary to go above and beyond in the likes of persona creation and journey mapping, as they serve as the framework for future prototypes and eventual published digital products. I stand with many peers in stating that it’s time to retire John Doe, and develop a habit of better empathizing with and understanding our target audiences, to pump out more intuitive user experiences.
STOP Treating Personas As Fictional Characters
Naturally, we are all aware that personas are indeed fictional representations of our archetypal user. However, if they are depictive of REAL data sets, one begs the question: just how “fake” are they?
As a UX Researcher, it can be easy to fixate on identifying the superficial components of our user, such as demography. Age? Sex? Ethnicity? Necessary, but such insight acquaints us with our users about as well as we know Bob from corporate who you’ve shared no more than a measly “hello” within passing. Below are three characteristics I always include in both my qualitative and quantitative research, to aid in developing a more intimate relationship with my prospective user base:
• Affiliations: Asking users what brands they most commonly associate themselves with is a great way of findings patterns in buying behaviour, as well as what products/services they prioritize most (i.e. Tim Horton’s vs. Starbucks, Gap vs. Gucci)
• Socio-Economic Status: What income bracket does your user belong to? Being aware of your primary/secondary user’s average income will help dictate how much capital they have to invest in your proposed product/service, as well as their potential longevity as a customer (how long will they continue using said product/service?). For many, this can be a sensitive subject, so be sure to include an option for participants who prefer not to disclose this information
• Behavioural Variables: How does your user prioritize their downtime? What activities/hobbies most frequently occupy their schedule outside the confines of the “9–5"? Knowing this a great way of assessing their lifestyle against the likelihood of them interacting with your product/service. Furthermore, a broader understanding of such allows design teams to more efficiently pivot their sprints to better accompany the values and interests of your target audience if needed
Considering Multiple Use Cases
The transition toward e-commerce as the leading marketplace for purchasing goods has introduced the global market to a seemingly infinite realm of possibilities, forever changing the way we perceive and interact with goods and services. With the world quite literally placed at our fingertips, however, the need to address the issue of online accessibility is now more apparent than ever before. As a wise man who shot webs from his hands once said, “With great power comes great responsibility”.
As an ever-growing selection of goods and services become readily available at the click of a mouse, companies of all scales must put forth their best efforts in creating a more inclusive digital community, that factors in more than just your primary user base. What do I mean by inclusive? Consider this…
According to Statistics Canada (2017-2018), approximately 91% of Canadians aged 15 and older reported regularly using the internet, with more than 6 million (22% of Canada’s total population), identifying as living with a disability.
How does this influence our duty as designers? As stated above, with approximately a fourth of all online users associating themselves with a certain degree of impairment, the onus is on us to design digital products that enforce high degrees of accessibility moving forward. Failing to factor (and design for) the likes of secondary, or even fringe users when building personas can result in a potentially disastrous disconnect between a brand and a significant portion of its consumer base (i.e. the visually impaired, deaf, and those living with developmental disabilities).
Identifying what share of your consumer market are living with impairments that inhibit their online experience is a vital component in the decision making process behind several key elements, such as layouts and contrast ratios. Acquainting ourselves with the specific struggles of those living with a disability will better equip us to design interfaces that cater to such audiences. Below is a video I was introduced to by a former professor of mine, regarding the importance of including alt. text in our designs for those relying on screen readers for digital accessibility.
Better Research Produces Better products
In summary, our goal as designers should always be to empower our products through research rather than assumption. The success of any design is scaled by its ability to empathize with its users’ needs and motivations. Detectives of the digital realm, let’s all hold our badges high and ensure every user is both heard and considered. Follow along, as I continue this series on how to better empathize with your users on future projects!
Reference List
Canada, Employment and Social Development. “Government of Canada.” Making an Accessible Canada for People with Disabilities — Canada.ca, 25 Aug. 2020, www.canada.ca/en/employment-social-development/programs/accessible-people-disabilities.html.
Government of Canada, Statistics Canada. “Canadian Internet Use Survey.” The Daily — , 8 Nov. 2019, https://www150.statcan.gc.ca/n1/daily-quotidien/191029/dq191029a-eng.htm
Wilshere, Andrew. “User Personas: What Are They And Why Use Them?” Designlab, 20 Feb. 2017, trydesignlab.com/blog/user-personas-what-are-they-why-use-them/.
