pragmatic persona - why?Pragmatic personaPutting a Face on your user needs
pragmatic persona - why?“You are Not Your User”It’s easy to ask ourselves what we would like when makingchoices about features, but "Self-substitution" is the mostcommon trap we fall into when making functionality andUI decisions.
pragmatic persona - why?Asking users what features they want andbuilding them is also riskyThis ends with users’ getting what they asked forand still not being satisfied with the site.
pragmatic persona - why?Usability“The extent to which a product can be used byspecified users to achieve specified goals witheffectiveness, efficiency, and satisfaction in aspecified context of use.”
pragmatic persona - why? Ultimately, we should be making some good decisions about what software to build based on understanding what users really value. Thats where the idea of a persona comes in.
pragmatic persona - why?A persona is an example of a specific user that wecan refer to when we evaluate decisions aboutfunctionality, navigation and design.
pragmatic persona - why?Its not based on one user, but a combination ofinformation about many users. So, even though apersona may look like it’s describing a real person,that person is fictitious.Having this fictitious person helps us not get hungup on any single users opinions.
pragmatic persona - why?Its a neutral "design target"—the person weretrying to satisfy. The hope is that making thispersona happy will result in making all people likethe persona happy.
pragmatic persona - why?Avoids subjective design decisions, and allows us tojudge effectiveness based on how well theinterface supports the users behaviour and goals
pragmatic persona - why?Why do we encourage the whole team and allstakeholders to be involved?With a shared of understanding of who we’redesigning for and their needs, we can build a moreeffective tool.