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Danielle Cooley   @dgcooley             Personas    in the Age of Social Media                  UPA 2012
persona [per-soh-nuh]noun, plural personae, personasFictional character created torepresent a specific user type…tha...
1999                   2012       http://wiki.fluidproject.org/display/fluid/Persona+Format
• Research-based                         “We … discover them as a byproduct of the investigation                         p...
Junk drawer photo via Creative Commons license from flickr user puuikibeach.
Don’t forget aboutProfile photo is familiar.       the ads!  Cover photo adds        richness.                            ...
Facebook Ads   Geography             Politics            Employment               Hobbies              Gender
Great! Let’s create an account…
GoalsAboutTimeline
• 186 layers• 30 (or more) images      http://www.sxc.hu/
And then…                                                            #%^&^$@(*!                                     Δ= 52 ...
Twitter, on the other hand…
Rock Star. Gamer.@JustWilma                                       @RedheadRockStarGeography              Politics         ...
http://facebookpersona.notlong.com/?
Personas in the Age of Social Media
Personas in the Age of Social Media
Personas in the Age of Social Media
Personas in the Age of Social Media
Personas in the Age of Social Media
Personas in the Age of Social Media
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Personas in the Age of Social Media

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It's been 13 years since Alan Cooper introduced UXers to Personas in _The Inmates are Running the Asylum_. How can the personas we create reflect the changes that have occurred in that time?

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Transcript of "Personas in the Age of Social Media"

  1. 1. Danielle Cooley @dgcooley Personas in the Age of Social Media UPA 2012
  2. 2. persona [per-soh-nuh]noun, plural personae, personasFictional character created torepresent a specific user type…that might use a site, brand, orproduct in a similar way. Basically, an archetype of a user. http://dictionary.reference.com/browse/persona http://en.wikipedia.org/wiki/Persona_(marketing)
  3. 3. 1999 2012 http://wiki.fluidproject.org/display/fluid/Persona+Format
  4. 4. • Research-based “We … discover them as a byproduct of the investigation process.”1 • Goal-focused “Personas are defined by their goals. Goals, of course, are defined by their personas.”1 • Detailed “We don’t just let Emilee drive to work. We give her a dark-blue 1991 Toyota Camry, with a gray plastic kid’s seat strapped into the back and an ugly scrape on the rear bumper.”2 • Few “If we find more than three primary personas, it means that our problem set is too large…”3 • Not reusable Different personas use different product features.4 Cooper, Alan. The Inmates Are Running the Asylum. 1999. Page 124. Cooper, Alan. The Inmates Are Running the Asylum. 1999. Page 128. Cooper, Alan. The Inmates Are Running the Asylum. 1999. Page 137.Smith, Carol. Personas at Work. Slide 13. http://www.slideshare.net/carologic/personas-at-work T-shirt via http://parkavenuecoffee.com
  5. 5. Junk drawer photo via Creative Commons license from flickr user puuikibeach.
  6. 6. Don’t forget aboutProfile photo is familiar. the ads! Cover photo adds richness. Friends | Photos | Maps | Likes section provides insight Includes specifics into the persona. about education, employment, and relationship status. “Likes” section in the body of the timeline shows more detail.Hobbies and personal interests can be Integration with other reflected in status social media tools is updates. revealing.
  7. 7. Facebook Ads Geography Politics Employment Hobbies Gender
  8. 8. Great! Let’s create an account…
  9. 9. GoalsAboutTimeline
  10. 10. • 186 layers• 30 (or more) images http://www.sxc.hu/
  11. 11. And then… #%^&^$@(*! Δ= 52 22 layers 30 layers Δ= 42 26 layers 31 layers http://livewire.talkingpointsmemo.com/entries/facebook-begins-testing-redesigned-timeline-view
  12. 12. Twitter, on the other hand…
  13. 13. Rock Star. Gamer.@JustWilma @RedheadRockStarGeography Politics Employment Hobbies Gender @JustWilma photo via creative commons license from flickr user Alaskan Dude. @RedheadRockStar photo courtesy of twitter user @ElisaRockDoc.
  14. 14. http://facebookpersona.notlong.com/?
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