Personas: Taking Learner Analysis to the Next Level

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This presentation gives a brief overview of how personas can be used for effective learner analysis

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Personas: Taking Learner Analysis to the Next Level

  1. 1. Presented by: Julaine Fowlin
  2. 2. Presented by: Julaine Fowlin I am a PC Best Buy Joe the Plumber
  3. 3. Presented by: Julaine Fowlin Profile of representative users “Personas are fictional – but realistic – character sketches based on a break-down of the target audience into groups of users that exhibit common characteristics. They are created using knowledge drawn from previous research, for example user groups and surveys that have been carried out with actual users” Source: http://www.foviance.com/what- we-do/research-services/personas/
  4. 4. Presented by: Julaine Fowlin Fictitious but realistic characters More than just demographics  Behavioral patterns Not job descriptions Skills and attitudes Context/environment Goals in relation to product/instruction Specific, Memorable, actionable information What users do Not what they say!
  5. 5. Presented by: Julaine Fowlin Source: http://visiblearea.com/blog/Personas_are_effective
  6. 6. User/ Learner centered Eliminate the dangers of “One design for all” Reveals constraints and opportunities Act as a tangible reference in the decision making process Allows for shared communication across stakeholders Presented by: Julaine Fowlin
  7. 7. Collect Data Use behavioral patterns to create primary and secondary persona Analyze Data Give each pattern a brief description Find Behavioral patterns & variables Map participants against variables Focus on context and goals related to project/product Presented by: Julaine Fowlin Recommended #s Primary Personas: 3 max Secondary: up to 4 for highly stratified audience
  8. 8. Presented by: Julaine Fowlin Persona 1: S. UMA (Source: http://elearning.kern-comm.com/2007/06/personas-in-elearning/) Age 25 Gender Female Marital Status Married Income Earns in the range Rs 8,000 (plus upto Rs 30,000 as bonus every 3 months) Occupation and Role Customer Relations Executive. Follow up pending orders, call customers about offers, taking customer calls, interacting with customers, advertising methods (looking for hoardings) Is this a well developed persona?
  9. 9. Websites  http://www.elearningpost.com/articles/archives/framing_learner_personas  http://www.cooper.com/journal/2001/08/perfecting_your_personas.html  http://www.cooper.com/journal/2002/11/getting_from_research_to_perso.html  http://www.steptwo.com.au/papers/kmc_personas/index.html  http://www.foviance.com/what-we-do/research-services/personas/ Books  Lidwell,William, Holden, Kritina & Butler, Jill. (2003). Universal Principles of Design. Gloucester, MA: Rockport Publishers.  Garrett, Jesse. (2003). The Elements of User Experience: User-Centered Design for theWeb, NY: American Institute of Graphic Arts. Presented by: Julaine Fowlin

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