Getting the Most Out of Personas for Product Usability Enhancements

Dong, Jun; Kelkar, Kuldeep; Braun, Kelly

doi:10.1007/978-3-540-73287-7_36

Cited by 13 publications

(5 citation statements)

References 1 publication

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“…Personas have been widely employed in many domains and with many stakeholders, e.g., designers, software developers, and marketers [47,48,57]. Personas summarize core user groups or customer segments of an organization [21], including website or mobile application users, online game players, content audiences, users of a software system, or target groups for advertising campaigns [18,53,65,74]. Thus, personas are used in many industries and contexts, and at different organizational levels [54] for a variety of tasks.…”

Section: Introductionmentioning

confidence: 99%

Does a Smile Matter if the Person Is Not Real?: The Effect of a Smile and Stock Photos on Persona Perceptions

Salminen

Jung

Santos

et al. 2019

International Journal of Human–Computer Interaction

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We analyze the effect of using smiling/non-smiling and stock photo/non-stock photo pictures in persona profiles on four key persona perceptions, including credibility, likability, similarity, and willingness to use. For this, we collect data from an experiment with 2,400 participants using a 16-item survey instrument and multiple persona profile treatments of which half have a smiling photo/stock photo and half do not. The results from structural equation modeling, supplemented by a qualitative analysis, show that a smile enhances the perceived similarity with the persona, similar personas are more liked, and that likability increases the willingness to use a persona. In contrast, the use of stock photos decreases the perceived similarity with the persona as well as persona credibility, both of which are significant predictors to a willingness to use a persona. These professionally crafted stock-photos seem to diminish the sense of identification with the persona. The above effects are consistent across the tested ages, genders, and races of the persona picture, although the effect sizes tend to be small. The results suggest that persona creators should use smiling pictures of real people to evoke positive perceptions toward the personas. In addition to presenting quantitative evidence on the predictors of willingness to use a persona, our research has implications for the design of persona profiles, showing that the picture choice influences individuals' persona perceptions even when the other persona information is identical.

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Section: Introductionmentioning

confidence: 99%

Does a Smile Matter if the Person Is Not Real?: The Effect of a Smile and Stock Photos on Persona Perceptions

Salminen

Jung

Santos

et al. 2019

International Journal of Human–Computer Interaction

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“…We applied a scenario-based evaluation using simulated user profiles [55, 56]. In particular, we created four mock patient profiles that could simulate the symptoms and behaviors typical in patients with “diabetes mellitus type II”.…”

Section: Methodsmentioning

confidence: 99%

eTACTS: A method for dynamically filtering clinical trial search results

Miotto

Jiang

Weng

2013

Journal of Biomedical Informatics

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Objective Information overload is a significant problem facing online clinical trial searchers. We present eTACTS, a novel interactive retrieval framework using common eligibility tags to dynamically filter clinical trial search results. Materials and Methods eTACTS mines frequent eligibility tags from free-text clinical trial eligibility criteria and uses these tags for trial indexing. After an initial search, eTACTS presents to the user a tag cloud representing the current results. When the user selects a tag, eTACTS retains only those trials containing that tag in their eligibility criteria and generates a new cloud based on tag frequency and co-occurrences in the remaining trials. The user can then select a new tag or unselect a previous tag. The process iterates until a manageable number of trials is returned. We evaluated eTACTS in terms of filtering efficiency, diversity of the search results, and user eligibility to the filtered trials using both qualitative and quantitative methods. Results eTACTS (1) rapidly reduced search results from over a thousand trials to ten; (2) highlighted trials that are generally not top-ranked by conventional search engines; and (3) retrieved a greater number of suitable trials than existing search engines. Discussion eTACTS enables intuitive clinical trial searches by indexing eligibility criteria with effective tags. User evaluation was limited to one case study and a small group of evaluators due to the long duration of the experiment. Although a larger-scale evaluation could be conducted, this feasibility study demonstrated significant advantages of eTACTS over existing clinical trial search engines. Conclusion A dynamic eligibility tag cloud can potentially enhance state-of-the-art clinical trial search engines by allowing intuitive and efficient filtering of the search result space.

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“…Originating from HCI, personas are used in various domains, such as user experience/design (Matthews, Judge, and Whittaker 2012), marketing (Jenkinson 1994), and online analytics (Salminen et al 2018b) to increase the empathy by designers, software developers, marketers (etc.) toward the users or customers of a product (Dong, Kelkar, and Braun 2007). Personas make it possible for decision makers to see use cases 'through the eyes of the user' (Goodwin 2009) and facilitate communication between team members through shared mental models (Pruitt and Adlin 2006).…”

Section: Data-driven Persona Developmentmentioning

confidence: 99%

Using artificially generated pictures in customer-facing systems: an evaluation study with data-driven personas

Salminen

Jung

Kamel

et al. 2020

Behaviour & Information Technology

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We conduct two studies to evaluate the suitability of artificially generated facial pictures for use in a customer-facing system using data-driven personas. STUDY 1 investigates the quality of a sample of 1,000 artificially generated facial pictures. Obtaining 6,812 crowd judgments, we find that 90% of the images are rated medium quality or better. STUDY 2 examines the application of artificially generated facial pictures in data-driven personas using an experimental setting where the highquality pictures are implemented in persona profiles. Based on 496 participants using 4 persona treatments (2 × 2 research design), findings of Bayesian analysis show that using the artificial pictures in persona profiles did not decrease the scores for Authenticity, Clarity, Empathy, and Willingness to Use of the data-driven personas.

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Getting the Most Out of Personas for Product Usability Enhancements

Cited by 13 publications

References 1 publication

Does a Smile Matter if the Person Is Not Real?: The Effect of a Smile and Stock Photos on Persona Perceptions

Does a Smile Matter if the Person Is Not Real?: The Effect of a Smile and Stock Photos on Persona Perceptions

eTACTS: A method for dynamically filtering clinical trial search results

Using artificially generated pictures in customer-facing systems: an evaluation study with data-driven personas

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