Developing and Validating Personas in e-Commerce: A Heuristic Approach

Thoma, Volker; Williams, B. T.

doi:10.1007/978-3-642-03658-3_56

Cited by 25 publications

(16 citation statements)

References 4 publications

(8 reference statements)

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“…Calde, Goodwin and Reimann [11] highlighted that the successful use of personas depends not only from the experts who created them, but the quality of resources and sources chosen for data. Other applications scenarios of personas technique generating satisfactory results can be analyzed in McGinn e Kptamraju [7], Thoma and Williams [12], Khalayli et al [13], Adlin et al [14] and Pruitt and Grudin [15]. The combination of the Personas technique with other techniques of product development has shown promising results, the emphasis on the process of usercentered design can be considered a bridge between organizations, user requirements and system [16].…”

Section: Personasmentioning

confidence: 97%

Psychological Personas for Universal User Modeling in Human-Computer Interaction

Araujo

Aquino

2014

Lecture Notes in Computer Science

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Abstract. Applying techniques to understand the user needs and expectation in product development is important practices for find consistent strategies. However, available techniques need human interaction, is a psychologist examining a profile or usability expert capturing information about user's group. In this situation, data collection and analysis require a large effort and cost to make the purpose of knowing the user needs. This paper aims to create a set of personas from psychological profiles theory that define a generic model, clustering information about knowledge, skills, impulses and concerns, outlining action patterns of users diversity that exist today. This set of personas can be used in global solutions, considering universal usability aspects. Finally, the worldwide acceptance of psychological profiles allows updated and consistent personas, decreasing cost and increasing quality.

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Section: Personasmentioning

confidence: 97%

Psychological Personas for Universal User Modeling in Human-Computer Interaction

Araujo

Aquino

2014

Lecture Notes in Computer Science

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“…A well-crafted persona is a digestible and useful representation of the underlying user group. It is a rounded, believable characterization of a user type that exists in the real world (Thoma & Williams, 2009). These empathetic and communicative benefits are the core rationale behind deploying personas for tasks requiring user understanding.…”

Section: Relationship Between Personas and User Segmentationmentioning

confidence: 99%

Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics

Jansen

Salminen

Jung

2020

Data and Information Management

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Persona is a common human-computer interaction technique for increasing stakeholders’ understanding of audiences, customers, or users. Applied in many domains, such as e-commerce, health, marketing, software development, and system design, personas have remained relatively unchanged for several decades. However, with the increasing popularity of digital user data and data science algorithms, there are new opportunities to progressively shift personas from general representations of user segments to precise interactive tools for decision-making. In this vision, the persona profile functions as an interface to a fully functional analytics system. With this research, we conceptually investigate how data-driven personas can be leveraged as analytics tools for understanding users. We present a conceptual framework consisting of (a) persona benefits, (b) analytics benefits, and (c) decision-making outcomes. We apply this framework for an analysis of digital marketing use cases to demonstrate how data-driven personas can be leveraged in practical situations. We then present a functional overview of an actual data-driven persona system that relies on the concept of data aggregation in which the fundamental question defines the unit of analysis for decision-making. The system provides several functionalities for stakeholders within organizations to address this question.

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“…These needs vary across industries and use cases, even between job roles within the same organization. For example, "marketing personas" would include information such as consumptions patterns and consumer motivations, goals, and likes and dislikes (Thoma & Williams 2009), whereas online content producers would prefer information on content consumption patterns .…”

Section: Use Of Personasmentioning

confidence: 99%

“…Understanding the deeper motivations of customers is an essential question for marketers (Dichter 1964). Furthermore, while the existing DDDPs may be efficient in modeling current audiences, the decision makers might be interested in potential customers (Thoma & Williams 2009). This interest can be explained by the expansive goals of a typical marketing organization; that is, marketers are pressured to find novel audiences and markets.…”

Section: Limitations Of Dddpsmentioning

confidence: 99%

Are personas done? Evaluating their usefulness in the age of digital analytics

Salminen¹,

Jansen²,

An³

et al. 2018

Pers Stud

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In this critique, we conceptually examine the use of personas in an age of availability of large-scale online analytics data. Based on the criticism and benefits outlined in prior work, we formulate the major arguments for and against the use of personas, analyze these arguments, and demonstrate areas for the productive employment of personas by leveraging digital analytics data in their creation. From our review of the prior literature and the given availability of online customer data, our key tenet is that personas are located between aggregated and individual statistics. At their best, personas capture the coverage of the customer base attributed to aggregated data representations while retaining the interpretability of individual-level analytics. Persona creation benefits from both novel computational techniques and data sources. To demonstrate this, we propose and implement automatically generated personas primarily based on quantitative data. We also review key persona validation issues and examine how these issues can be addressed with automated persona generation using real user data from online analytics platforms. Finally, we outline areas of future research in the persona domain within the field of digital marketing and advertising. Overall, to survive in the rapidly developing marketing industry and online customer analytics, personas must evolve by adopting new practices. There are implications for this evolution of personas in a variety of domains, including design, content creation, and digital marketing.

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Developing and Validating Personas in e-Commerce: A Heuristic Approach

Cited by 25 publications

References 4 publications

Psychological Personas for Universal User Modeling in Human-Computer Interaction

Psychological Personas for Universal User Modeling in Human-Computer Interaction

Data-Driven Personas for Enhanced User Understanding: Combining Empathy with Rationality for Better Insights to Analytics

Are personas done? Evaluating their usefulness in the age of digital analytics

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