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Presentation 2018 personas

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On the DRS congres in 2018 Sandra Bukman presented about personas in the Public Domain. Personas are fictitious archetypes of users and can help to get a better picture of the user. This helps designers and communication professionals in their activities that are focused on changing behavior..

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Presentation 2018 personas

  1. 1. Persona development in the public domain? Challenges to tackle. Amber Ronteltap Sandra Bukman Martha de Jonge Erik Roscam Abbing
  2. 2. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl Personas in the public domain Personas are fictitious archetypes of users, each reflecting a distinct pattern in goals, attitudes and behaviours. Personas: • help to take the user in mind while designing, help to communicate with stakeholders. • no gold standard of how to develop personas. (LeRouge et al., 2013)
  3. 3. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl Personas in the public domain Behaviour change in the public domain: • e.g. health promotion and health care, sustainability, and safety • from one-size fits all to tailoring
  4. 4. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl How to create personas to improve designs for behaviour change strategies in the public domain?
  5. 5. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl Cases Three recent cases: • Preventing smartphone use by young adolescents during bike riding • Preventing substance use among young adults • Supporting nature conservation
  6. 6. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl ‘Smartphone’ case • Developed for use within the project team. • Based on literature and 8 interviews. • 5 personas
  7. 7. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl ‘Substance use’ case • Developed to guide professionals outside the project team. • Based on literature and 43 interviews. • 14 (draft) personas
  8. 8. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl Main challenges 1. Capturing complex behaviour 2. Finding the right balance between intuitive vs. evidence-based decision-making 3. Transferring personas to third parties
  9. 9. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl Challenge 1: Capturing complex behaviour It is challenging to grasp behaviour with personas when… • there are multiple behaviours or diverse populations involved. • the target group will change in the near future. • there are changes in rules and regulations.
  10. 10. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl Challenge 2: Intuitive vs. evidence- based “The step of assigning characteristics with no regard for the data, is a difficult step for researchers.” (Goodwin, 2009) “Taking a leap of faith”
  11. 11. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl Personas in ‘Smartphone’ case • 8 interviews, 5 detailed personas
  12. 12. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl Challenge 3: Transferring personas • Sharing the personas certainly helped bringing the target group alive to the problem owner. • But is it feasible to transfer personas to third parties? – Personifying details can unintentionally distract from the essence of the personas. – Could validation help?
  13. 13. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl The next step • For our cases: – follow-up projects, in which the personas will be used and/or validated. • In general: – share experiences, in order to tackle the challenges and to create a more widely accepted way of developing (and validating) personas. – find out whether the benefits of using personas outweigh the costs.
  14. 14. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl Take-home message Design methods (such as personas) can be useful in the public domain, however, using them bring up certain challenges. Sharing experiences could help to tackle these challenges.
  15. 15. Research Group Cross-Media Communication in the Public Domain www.publab.hu.nl Thank you for your attention Amber Ronteltap amber.ronteltap@hu.nl Sandra Bukman sandra.bukman@hu.nl

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