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

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Human Interface and the Management of Information. Designing Information (HCII 2020)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12184))

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Abstract

Following the proliferation of personified 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 fragmented, 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, as the most informative layout has more than 300% more information categories than the least informative layout. We also find that graphical complexity and information richness do not necessarily correlate. Furthermore, the chosen persona development method may carry over to the information 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 this is difficult due to the variety of the outputs of different methods as well as different information needs of the persona users.

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Authors and Affiliations

  1. Qatar Computing Research Institute, Hamad Bin Khalifa University, Doha, Qatar

    Joni Salminen, Soon-gyo Jung & Bernard J. Jansen

  2. University of Turku, Turku, Finland

    Joni Salminen

  3. Georgetown University, Washington, DC, USA

    Kathleen Guan

  4. IT University of Copenhagen, Copenhagen, Denmark

    Lene Nielsen

Authors
  1. Joni Salminen
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  2. Kathleen Guan
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  3. Lene Nielsen
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  4. Soon-gyo Jung
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  5. Bernard J. Jansen
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Corresponding author

Correspondence to Joni Salminen .

Editor information

Editors and Affiliations

  1. Tokyo University of Science, Tokyo, Japan

    Sakae Yamamoto

  2. Tokyo City University, Tokyo, Japan

    Hirohiko Mori

Appendix 1: Full Coding Results

Appendix 1: Full Coding Results

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Salminen, J., Guan, K., Nielsen, L., Jung, Sg., Jansen, B.J. (2020). A Template for Data-Driven Personas: Analyzing 31 Quantitatively Oriented Persona Profiles. In: Yamamoto, S., Mori, H. (eds) Human Interface and the Management of Information. Designing Information. HCII 2020. Lecture Notes in Computer Science(), vol 12184. Springer, Cham. https://doi.org/10.1007/978-3-030-50020-7_8

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  • DOI: https://doi.org/10.1007/978-3-030-50020-7_8

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