Information Design for Personas in Four Professional Domains of User Experience Design, Healthcare, Market Research, and Social Media Strategy

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

Research output: Conference Article in Proceeding or Book/Report chapterArticle in proceedingsResearchpeer-review


Practitioners in user-centric industries have increasingly recognized the applicability of personas. However, the methods used to create personas in different domains remain inconsistent and unsystematic. We analyzed 51 studies focused on designing personas for professional purposes and found the practice most prevalent in the user experience design, healthcare, market research, and social media strategy domains. Within these domains, user experience design personas are characterized by their focus on user activity goals, health personas on medical patients’ physical symptoms, market research personas on customers’ lifestyles, and social media strategy personas on interactions within and between online communities. We identify and compare the elements in the personas. Based on these, we provide guidelines for professionals interested in developing personas for understanding barriers to positive user experience, recruiting users, and building online communities, including how to represent persona details related to lifestyle and health, contexts of product usage, and scaling of online data.
Original languageDanish
Title of host publicationProceedings of the 54th Hawaii International Conference on System Sciences
Number of pages10
PublisherUniversity of Hawai'i at Manoa
Publication dateJan 2021
ISBN (Electronic)978-0-9981331-4-0
Publication statusPublished - Jan 2021
Event54th Hawaii International Conference on System Sciences -
Duration: 15 Jul 20201 Sept 2020


Conference54th Hawaii International Conference on System Sciences


  • personas, professionals, use

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