A Template for Data-Driven Personas: Analyzing 31 Quantitatively Oriented Persona Profiles

Joni Salminen; Kathleen  Guan; Lene Nielsen; Soon-Gyo  Jung; Bernard J. Jansen

doi:10.1007/978-3-030-50020-7_8

A Template for Data-Driven Personas: Analyzing 31 Quantitatively Oriented Persona Profiles

Joni Salminen, Kathleen Guan, Lene Nielsen, Soon-Gyo Jung, Bernard J. Jansen

Business IT

Research output: Conference Article in Proceeding or Book/Report chapter › Article in proceedings › Research › peer-review

Abstract

Following the proliferation ofpersonified big data and data science algorithms, data-driven user personas (DDPs) are becoming more common in persona design.However, the DDP templates are seemingly diverse and frag-mented, prompting a need for a synthesis of the information included in these personas. Analyzing 31 templates for DDPs, we find that DDPs vary greatly by their information richness, asthe most informative layout hasmore than 300% more information categories than the least informative layout. We also find that graphical complexity and information richness do not necessarily correlate. Fur-thermore, the chosen persona development methodmay carry over to the infor-mation presentation, with quantitative data typically presented as scores, metrics, or tables and qualitative data as text-rich narratives. We did not find one “general template” for DDPs and defining thisis difficultdue to the variety of the outputs of different methods as well as differentinformation needs of the persona users.

Original language	English
Title of host publication	Human Interface and the Management of Information. Designing Information
Editors	S. Yamamoto, H. Mori
Volume	12184
Publisher	Springer
Publication date	19 Jul 2020
Pages	125-144
ISBN (Electronic)	978-3-030-50020-7
DOIs	https://doi.org/10.1007/978-3-030-50020-7_8
Publication status	Published - 19 Jul 2020
Event	International Conference on Human-Computer Interaction - Copenhagen, Copenhagen, Denmark Duration: 19 Jul 2020 → 24 Nov 2020 Conference number: 2020 https://link.springer.com/conference/hcii

Conference

Conference	International Conference on Human-Computer Interaction
Number	2020
Location	Copenhagen
Country/Territory	Denmark
City	Copenhagen
Period	19/07/2020 → 24/11/2020
Internet address	https://link.springer.com/conference/hcii

Series	Lecture Notes in Computer Science
Volume	12184
ISSN	0302-9743

Keywords

Data-Driven User Personas
DDP Templates
Information Richness
Graphical Complexity
Persona Development Method

Access to Document

10.1007/978-3-030-50020-7_8

HCIII20-persona-templates-cameraAccepted author manuscript, 1.57 MB

Cite this

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title = "A Template for Data-Driven Personas: Analyzing 31 Quantitatively Oriented Persona Profiles",

abstract = "Following the proliferation ofpersonified big data and data science algorithms, data-driven user personas (DDPs) are becoming more common in persona design.However, the DDP templates are seemingly diverse and frag-mented, prompting a need for a synthesis of the information included in these personas. Analyzing 31 templates for DDPs, we find that DDPs vary greatly by their information richness, asthe most informative layout hasmore than 300% more information categories than the least informative layout. We also find that graphical complexity and information richness do not necessarily correlate. Fur-thermore, the chosen persona development methodmay carry over to the infor-mation presentation, with quantitative data typically presented as scores, metrics, or tables and qualitative data as text-rich narratives. We did not find one “general template” for DDPs and defining thisis difficultdue to the variety of the outputs of different methods as well as differentinformation needs of the persona users.",

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Salminen, J, Guan, K, Nielsen, L, Jung, S-G & Jansen, BJ 2020, A Template for Data-Driven Personas: Analyzing 31 Quantitatively Oriented Persona Profiles. in S Yamamoto & H Mori (eds), Human Interface and the Management of Information. Designing Information. vol. 12184, Springer, Lecture Notes in Computer Science, vol. 12184, pp. 125-144, International Conference on Human-Computer Interaction, Copenhagen, Denmark, 19/07/2020. https://doi.org/10.1007/978-3-030-50020-7_8

A Template for Data-Driven Personas: Analyzing 31 Quantitatively Oriented Persona Profiles. / Salminen, Joni; Guan, Kathleen; Nielsen, Lene et al.
Human Interface and the Management of Information. Designing Information. ed. / S. Yamamoto; H. Mori. Vol. 12184 Springer, 2020. p. 125-144 (Lecture Notes in Computer Science, Vol. 12184).

Research output: Conference Article in Proceeding or Book/Report chapter › Article in proceedings › Research › peer-review

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AU - Nielsen, Lene

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AU - Jansen, Bernard J.

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N2 - Following the proliferation ofpersonified big data and data science algorithms, data-driven user personas (DDPs) are becoming more common in persona design.However, the DDP templates are seemingly diverse and frag-mented, prompting a need for a synthesis of the information included in these personas. Analyzing 31 templates for DDPs, we find that DDPs vary greatly by their information richness, asthe most informative layout hasmore than 300% more information categories than the least informative layout. We also find that graphical complexity and information richness do not necessarily correlate. Fur-thermore, the chosen persona development methodmay carry over to the infor-mation presentation, with quantitative data typically presented as scores, metrics, or tables and qualitative data as text-rich narratives. We did not find one “general template” for DDPs and defining thisis difficultdue to the variety of the outputs of different methods as well as differentinformation needs of the persona users.

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Salminen J, Guan K, Nielsen L, Jung SG, Jansen BJ. A Template for Data-Driven Personas: Analyzing 31 Quantitatively Oriented Persona Profiles. In Yamamoto S, Mori H, editors, Human Interface and the Management of Information. Designing Information. Vol. 12184. Springer. 2020. p. 125-144. (Lecture Notes in Computer Science, Vol. 12184). doi: 10.1007/978-3-030-50020-7_8

A Template for Data-Driven Personas: Analyzing 31 Quantitatively Oriented Persona Profiles

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Keywords

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