Finding the users
Questions asked: Who are the users? How many are there? What do they do with the system/brand?
Methods used: Quantitative data analysis.
Documents produced: Reports.
Building a hypothesis
Questions asked: What are the differences between the users?
Methods used: Looking at the material. Labeling the groups of people.
Documents produced: Draft a description of the target groups.
Verifications
Questions asked: Data for personas (likes/dislikes, inner needs, values).
Data for situations (area of work, work conditions).
Data for scenarios (work strategies and goals, information strategies and goals).
Methods used: Quantitative data collection.
Documents produced: Reports.
Finding patterns
Questions asked: Does the initial labeling hold? Are there more groups to consider? Are all equally important?
Methods used: Categorization.
Documents produced: Descriptions of categories.
Constructing personas
Questions asked: Body (name, age picture). Psyche (extrovert/introvert). Background (occupation). Emotions and attitude towards technology, the company (sender) or the information that they need. Personal traits.
Methods used: Categorization.
Documents produced: Descriptions of categories.
Defining situations
Questions asked: What is the need of this persona?
Methods used: Looking for situations and needs in the data.
Documents produced: Categorization of needs and situations.
Validation and buy-in
Questions asked: Do you know someone like this?
Methods used: People who know (of) the personas read and comment on the persona descriptions
Dissemination of knowledge
Questions asked: How can we share the personas with the organization?
Methods used: Fosters meetings, emails, campaigns of every sort, events.
Creating scenarios
Questions asked: In a given situation, with a given goal, what happens when the persona uses the technology/engages with the brand?
Methods used: The narrative scenario - using personas descriptions and situations to form scenarios.
Documents produced: Scenarios, use cases, requirement specifications.
On-going development
Questions asked: Does the new information alter the personas?
Methods used: Usability tests, new data
Documents produced: A person responsible for the persona input from everybody who meet the users.
*Diagram developed by Lene Nielsen of Snitker & Co.
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