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Design and evaluation: end users, user datasets and personas
Russell Marshall1, Sharon Cook1, Val Mitchell1
1Loughborough Design School, Loughborough University, United Kingdom.
Applied Ergonomics
|April 13, 2013
Summary
Personas, archetypal user models from research, help designers understand user needs efficiently. Data-rich personas, unlike assumption-based ones, offer superior insights in product design, including inclusive design applications.
Area of Science:
- Human-Computer Interaction
- Product Design
- User Research
Background:
- Understanding user needs is crucial but challenging in product design.
- Traditional methods like ethnographic studies are time-consuming and costly.
- Design consultancies face time pressures limiting the use of in-depth research.
Purpose of the Study:
- To discuss the utility of 'personas' as a method to address challenges in user research for product design.
- To explore the application of personas in automotive design and inclusive design.
- To highlight the advantages of data-rich personas over assumption-based personas.
Main Methods:
- Literature review and discussion on the concept and application of personas.
- Case study analysis of personas in car design.
- Case study analysis of personas in inclusive design using the HADRIAN system.
Main Results:
- Personas, as descriptive models of archetypal users, can streamline the understanding of user needs.
- Data-rich personas, grounded in user research, provide more valuable insights than assumption-based personas.
- The application of personas is demonstrated effectively in both automotive and inclusive design contexts.
Conclusions:
- Personas offer a practical solution to the difficulties of incorporating user understanding into the design process.
- The effectiveness of personas is significantly enhanced when they are data-rich and derived from thorough user research.
- Personas are a valuable tool for designers, particularly in fields requiring deep user empathy like inclusive design.
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