Introduction to user persona :
A Persona is the fictional character or you can say a model of a particular users which is in research for your product to design for a better understanding and the needs with this model summarisation directly helps in the product quality. `It also helps to communicate research about people who have been observed in some way. Persona is not a real persona it is actually as a specific person’s characteristic and it is synthesised from the observations of many different people.
User Personas in Design Thinking:
In the Design Thinking process, designers will often start creating personas during the second phase, the Define phase. In the Define phase, Design Thinkers synthesise their research and findings from the very first phase, the Empathise phase. Using personas is just one method, among others, that can help designers move on to the third phase, the Ideation phase. The personas will be used as a guide for ideation sessions such as Brainstorm, Worst Possible Idea and SCAMPER
1. Goal-directed User Personas:
This persona cuts straight to the nitty-gritty. “It focusses on: What does my typical user want to do with my product?”. The objective of a goal-directed persona is to examine the process and workflow that your user would prefer to utilise in order to achieve their objectives in interacting with your product or service. There is an implicit assumption that you have already done enough to recognise that your product has value to the user, and that by examining their goals, you can bring their requirements to life. The goal-directed personas are based upon the perspectives of Alan Cooper, an American software designer and programmer who is widely recognized as the “Father of Visual Basic”.
2. Role-Based User Personas:
The role-based perspective is also goal-directed and it also focusses on behaviour. The personas of the role-based perspectives are massively data-driven and incorporate data from both qualitative and quantitative sources. The role-based perspective focusses on the user’s role in the organisation. In some cases, our designs need to reflect upon the part that our users play in their organisations or wider lives. An examination of the roles that our users typically play in real life can help inform better product design decisions. Where will the product be used? What’s this role’s purpose? What business objectives are required of this role? Who else is impacted by the duties of this role? What functions are served by this role? Jonathan Grudin, John Pruitt, and Tamara Adlin are advocates for the role-based perspective.
3. Engaging User Personas:
The engaging perspective is rooted in the ability of stories to produce involvement and insight. Through an understanding of characters and stories, it is possible to create a vivid and realistic description of fictitious people. The purpose of the engaging perspective is to move from designers seeing the user as a stereotype with whom they are unable to identify and whose life they cannot envision, to designers actively involving themselves in the lives of the personas. The other persona perspectives are criticised for causing a risk of stereotypical descriptions by not looking at the whole person, but instead focusing only on behaviour.”
– Lene Nielsen
4. Fictional User Personas
The fictional persona does not emerge from user research (unlike the other personas) but it emerges from the experience of the UX design team. It requires the team to make assumptions based upon past interactions with the user base, and products to deliver a picture of what, perhaps, typical users look like. There’s no doubt that these personas can be deeply flawed (and there are endless debates on just how flawed). You may be able to use them as an initial sketch of user needs. They allow for early involvement with your users in the UX design process, but they should not, of course, be trusted as a guide for your development of products or services.
As per the respective design of particular personas, it is very important for improving the product quality.