Data-Driven personas:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
San Rafael
Morgan & Claypool Publishers
2021
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| Schriftenreihe: | Synthesis lectures on human-centered informatics
48 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Description based on publisher supplied metadata and other sources |
| Beschreibung: | xxviii, 315 Seiten Illustrationen, Diagramme |
| ISBN: | 9781636390703 |
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Datensatz im Suchindex
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Xl Contents Preface. xvii Acknowledgments. xix Part 1: Setting the Stage. xxiii Introduction. xxv Part 2: Getting Ready. 1 1 The Data-Driven Persona Revolution. 1.1 What are Personas? . 1.2 What has Changed Since the 1990s? 1.3 Traditional Personas, Data-Driven Personas, and Traditional Analytics . 1.4 Λ Short History of Data-Driven Personas . 1.5 Relating Data-Driven Personas to Segmentation . 1.6 Data-Driven Personas from APG . 1.7 Chapter Take-Aways . 1.8 Discussion and Assessment Questions . 1.9 References
. 3 3 6 10 11 14 16 17 17 18 2 Getting Your Organization Data-Driven Persona Ready. 2.1 Why is the Onboarding of Data-Driven PersonasNeeded? . 2.2 The Organization’s Data-Driven Persona Readiness . 2.2.1 Need Readiness . 2.2.2 Culture Readiness . 2.2.3 Knowledge Readiness . 2.2.4 Resource Readiness . 2.2.5 Data and Systems Readiness . 2.2.6 Capability Readiness . 2.2.7 Goal Readiness . 2.3 Are Data-Driven Personas Right for Your Organization, Even if the Organization is Ready for Them? . 29 29 31 33 34 34 34 35 35 36 37
2.4 2.5 2.6 2.7 2.8 2.9 Three-Step Process for Deploying Data-Driven Personas in the Organization . 2.4.1 Step 1: Educate: Introduce, Define, and Clarify Personas . 2.4.2 Step 2: Invest: Get Key Stakeholders Involved with Data-Driven Persona Creation from the Outset . 2.4.3 Step 3: Employ: Set Up the Processes and Culture in Which Personas are Used in the Organizational Workflow . Educate-Invest-Employ is a Cyclical Process . Illustration Using APG . Chapter Take-Aways . Discussion and Assessment Questions . References . 38 38 43 47 51 51 52 53 54 Part 3: Developing Data-Driven Personas. 61 3 Getting Meaningfiil Data. 3.1 Data-Driven Persona Users’InformationNeeds . 3.2 Persona Information Design . 3.2.1 Conventional Persona
Design . 3.2.2 Data-Driven Persona Design . 3.2.3 Open Questions on the Design of Data-Driven Personas . 3.3 Data Collection Strategies . 3.4 Data Challenges . 3.5 Conclusion . 3.6 Chapter Take-Aways . 3.7 Discussion and Assessment Questions . 3.8 References . 63 63 66 67 69 75 78 80 84 84 85 85 4 Creating Data-Driven Personas. 4.1 Multiple Methodologies for Creation . 4.2 Multiple Methodologies for Validation . 4.3 Design Principles for Data-Driven Personas . 4.4 Challenges of Data-Driven Persona Development . 4.4.1 Method-Specific Weaknesses of Data-Driven Persona
Development. 4.4.2 Human and Machine Bias . 4.4.3 Setting the Number of Personas . 4.4.4 Design Tradeoffs . 93 93 94 96 97 98 98 100 101
XIII 5 4.5 The Automatic Persona Generation Approach . 102 4.6 4.5.1 Steps 1 and 2: Structuring the Data . 103 4.5.2 Steps 3 and 4: Identifying Behavioral andDemographic Groups . . 104 4.5.3 Step 5: Creating the Data-Driven Personas . 105 4.5.4 Step 6: Enriching the Personas . 105 Cross-Domain Contributions to Data-DrivenPersonaDevelopment . 109 4.7 4.8 4.9 Chapter Take-Aways . Discussion and Assessment Questions . References. Ill 112 113 Data-Driven Personas as Interfaces for Persona Analytics System. 119 5.1 Introduction . 119 5.2 Flat Personas Leading to Interactive Data-DrivenPersonas . 121 5.3 APG System Overview . 124 5.4 APG: Interaction with Data-Driven Personas. 125 5.4.1 Conceptual Level: Data-Driven Personas. 125 5.4.2 Analytics Level: Percentages, Probabilities, and Weights . 126 5.4.3 User Level:
Individual Data . 129 5.5 The Road Ahead for Theory and Practice . 129 5.6 Chapter Take-Aways . 130 5.7 Discussion and Assessment Questions . 131 5.8 References . 131 Part 4: Using Data-Driven Personas. 137 6 Challenges of Applying Data-Driven Persona Development.139 6.1 Common Challenges of Applying Data-DrivenPersonaDevelopment . 139 6.1.1 Lack of Standardized Evaluation Measures . 141 6.2 Ethics in Data-Driven Persona DevelopmentApplication . 146 6.2.1 Six Ethical Dimensions Analytical Framework . 146 6.2.2 Three Guidelines for Ethical Data-Driven Persona Development Application . 151 6.3 APG Illustration . 152 6.4 Chapter Take-Aways . 153 6.5 Discussion and Assessment Questions . 153 6.6
References . 154 7 Use Cases for Data-Driven Personas.159 7.1 Toward Use Cases of Data-Driven Personas . 159
XIV 7.2 7.3 7.4 7.5 7.6 7.7 8 Analytical Use Cases . 7.2.1 UC1: Customer Journey Mapping . 7.2.2 UC2: Behavioral Modeling. 7.2.3 UC3: Market Gap Analysis . 7.2.4 UC4: Longitudinal Analysis of User Interests . Interactive Use Cases . 7.3.1 UC5: On-Demand Persona Generation . 7.3.2 UC6: User Sentiment Analysis . 7.3.3 UC7: Chat with a Persona . 7.3.4 UC8: Persona Recommendations . Team-Centered Use Cases . 7.4.1 UC9: Communicating Data via Personas . 7.4.2 UC10: Challenging Existing Assumptions . 7.4.3 UCll: Supporting Design Activities . 7.4.4 UC12: Split Testing with Personas . 7.4.5 Conclusion . 7.4.6 APG Illustration
. Chapter Take-Aways . Discussion and Assessment Questions . References . 160 160 162 164 166 167 167 168 169 170 171 171 173 174 177 178 179 180 182 182 Using Data-Driven Personas Alongside Other Human-Computer Interaction (HCI) Techniques. 187 8.1 Use of Data-Driven Personas Alongside Other User-Experience Research Techniques . 187 8.2 Using Data-Driven Personas with Scenarios . 188 8.3 Using Data-Driven Personas with Participatory Design . 191 8.4 Using Data-Driven Personas with Card Sorting . 193 8.5 Using Data-Driven Personas with Serious Games . 195 8.6 Using Data-Driven Personas with Agile Development . 197 8.7 Chapter Take-Aways . 199 8.8 Discussion and Assessment Questions . 200 8.9 References
. 201 Part 5: Evaluating Data-Driven Personas and the Road Ahead.207 9 Evaluating Data-Driven Personas.209 9.1 The Need for Evaluation . 209
XV 9.2 9.3 Overview of Evaluation Approaches for Data-DrivenPersonas . General Evaluation Approaches for Data-Driven Personas . 9.3.1 Quantitative Evaluation of Personas. 9.3.2 Qualitative Evaluation of Data-Driven Personas . 9.4 What of the Persona Being Evaluated? . 9.5 What is a Good Data-Driven Persona? . 9.5.1 User Perceptions of a Persona . 9.5.2 Technical Definition of a Good Data-Driven Persona. 9.5.3 Organizational Perspective of a Data-Driven Persona . 9.6 Evaluating the “Real” Impact of Data-DrivenPersonas . 9.7 Implementation of Evaluation Practices for Data-Driven Personas . 9.8 Evaluation APG Data-Driven Personas . 9.8.1 Comparing APG to YouTube Analytics . 9.8.2 l ist of “Stupid” Questions to Understand Data-Driven Personas . . 9.9 Summary . 9.10 Chapter Take-Awavs . 9.11 Discussion and Assessment Questions . 9.12 References
. 10 210 212 212 213 213 216 216 219 220 220 223 225 225 226 227 228 229 230 Selecting the Appropriate Persona Creation Method.239 10.1 Introduction . 239 10.2 Primary Methods of Persona Creation . 241 10.3 Literature Collection and Analysis . 242 10.4 Strengths and Weaknesses . 243 10.4.1 Qualitative Persona Creation . 243 10.4.2 Quantitative Persona Creation . 244 10.4.3 Mixed-Method Persona Creation. 245 10.5 Discussion and Implications . 246 10.6 APG Illustration . 249 10.7 Conclusion and the Road Ahead . 250 10.8 Chapter Take-Aways . 251 10.9 Discussion and Assessment Questions . 251 10.10
Relerences . 252 Part 6: Data-Driven Personas and the Future. 261 11 Conclusion: Dispelling Myths and Laying Out the Grand Challenges of Data-Driven Personas.263
XVI 11.1 11.2 Data-Driven Persona Myths. The Grand Challenges for Data-DrivenPersonas . 11.2.1 Defining Grand Challenges . 11.2.2 The Grand Challenges of Data-Driven Personas . 11.3 Vision of the Perfect Data-DrivenPersona . 11.4 Future Considerations. 11.5 References . 263 264 264 265 271 271 272 Appendix A: Persona Perception Scale Items. 277 Appendix B: User Interview Questions for Persona Data Collection.279 Appendix C: Persona Profile Attribute Comparison.305 Glossary.309 Afterword.315 Authors’Biographies.317 |
| adam_txt |
Xl Contents Preface. xvii Acknowledgments. xix Part 1: Setting the Stage. xxiii Introduction. xxv Part 2: Getting Ready. 1 1 The Data-Driven Persona Revolution. 1.1 What are Personas? . 1.2 What has Changed Since the 1990s? 1.3 Traditional Personas, Data-Driven Personas, and Traditional Analytics . 1.4 Λ Short History of Data-Driven Personas . 1.5 Relating Data-Driven Personas to Segmentation . 1.6 Data-Driven Personas from APG . 1.7 Chapter Take-Aways . 1.8 Discussion and Assessment Questions . 1.9 References
. 3 3 6 10 11 14 16 17 17 18 2 Getting Your Organization Data-Driven Persona Ready. 2.1 Why is the Onboarding of Data-Driven PersonasNeeded? . 2.2 The Organization’s Data-Driven Persona Readiness . 2.2.1 Need Readiness . 2.2.2 Culture Readiness . 2.2.3 Knowledge Readiness . 2.2.4 Resource Readiness . 2.2.5 Data and Systems Readiness . 2.2.6 Capability Readiness . 2.2.7 Goal Readiness . 2.3 Are Data-Driven Personas Right for Your Organization, Even if the Organization is Ready for Them? . 29 29 31 33 34 34 34 35 35 36 37
2.4 2.5 2.6 2.7 2.8 2.9 Three-Step Process for Deploying Data-Driven Personas in the Organization . 2.4.1 Step 1: Educate: Introduce, Define, and Clarify Personas . 2.4.2 Step 2: Invest: Get Key Stakeholders Involved with Data-Driven Persona Creation from the Outset . 2.4.3 Step 3: Employ: Set Up the Processes and Culture in Which Personas are Used in the Organizational Workflow . Educate-Invest-Employ is a Cyclical Process . Illustration Using APG . Chapter Take-Aways . Discussion and Assessment Questions . References . 38 38 43 47 51 51 52 53 54 Part 3: Developing Data-Driven Personas. 61 3 Getting Meaningfiil Data. 3.1 Data-Driven Persona Users’InformationNeeds . 3.2 Persona Information Design . 3.2.1 Conventional Persona
Design . 3.2.2 Data-Driven Persona Design . 3.2.3 Open Questions on the Design of Data-Driven Personas . 3.3 Data Collection Strategies . 3.4 Data Challenges . 3.5 Conclusion . 3.6 Chapter Take-Aways . 3.7 Discussion and Assessment Questions . 3.8 References . 63 63 66 67 69 75 78 80 84 84 85 85 4 Creating Data-Driven Personas. 4.1 Multiple Methodologies for Creation . 4.2 Multiple Methodologies for Validation . 4.3 Design Principles for Data-Driven Personas . 4.4 Challenges of Data-Driven Persona Development . 4.4.1 Method-Specific Weaknesses of Data-Driven Persona
Development. 4.4.2 Human and Machine Bias . 4.4.3 Setting the Number of Personas . 4.4.4 Design Tradeoffs . 93 93 94 96 97 98 98 100 101
XIII 5 4.5 The Automatic Persona Generation Approach . 102 4.6 4.5.1 Steps 1 and 2: Structuring the Data . 103 4.5.2 Steps 3 and 4: Identifying Behavioral andDemographic Groups . . 104 4.5.3 Step 5: Creating the Data-Driven Personas . 105 4.5.4 Step 6: Enriching the Personas . 105 Cross-Domain Contributions to Data-DrivenPersonaDevelopment . 109 4.7 4.8 4.9 Chapter Take-Aways . Discussion and Assessment Questions . References. Ill 112 113 Data-Driven Personas as Interfaces for Persona Analytics System. 119 5.1 Introduction . 119 5.2 Flat Personas Leading to Interactive Data-DrivenPersonas . 121 5.3 APG System Overview . 124 5.4 APG: Interaction with Data-Driven Personas. 125 5.4.1 Conceptual Level: Data-Driven Personas. 125 5.4.2 Analytics Level: Percentages, Probabilities, and Weights . 126 5.4.3 User Level:
Individual Data . 129 5.5 The Road Ahead for Theory and Practice . 129 5.6 Chapter Take-Aways . 130 5.7 Discussion and Assessment Questions . 131 5.8 References . 131 Part 4: Using Data-Driven Personas. 137 6 Challenges of Applying Data-Driven Persona Development.139 6.1 Common Challenges of Applying Data-DrivenPersonaDevelopment . 139 6.1.1 Lack of Standardized Evaluation Measures . 141 6.2 Ethics in Data-Driven Persona DevelopmentApplication . 146 6.2.1 Six Ethical Dimensions Analytical Framework . 146 6.2.2 Three Guidelines for Ethical Data-Driven Persona Development Application . 151 6.3 APG Illustration . 152 6.4 Chapter Take-Aways . 153 6.5 Discussion and Assessment Questions . 153 6.6
References . 154 7 Use Cases for Data-Driven Personas.159 7.1 Toward Use Cases of Data-Driven Personas . 159
XIV 7.2 7.3 7.4 7.5 7.6 7.7 8 Analytical Use Cases . 7.2.1 UC1: Customer Journey Mapping . 7.2.2 UC2: Behavioral Modeling. 7.2.3 UC3: Market Gap Analysis . 7.2.4 UC4: Longitudinal Analysis of User Interests . Interactive Use Cases . 7.3.1 UC5: On-Demand Persona Generation . 7.3.2 UC6: User Sentiment Analysis . 7.3.3 UC7: Chat with a Persona . 7.3.4 UC8: Persona Recommendations . Team-Centered Use Cases . 7.4.1 UC9: Communicating Data via Personas . 7.4.2 UC10: Challenging Existing Assumptions . 7.4.3 UCll: Supporting Design Activities . 7.4.4 UC12: Split Testing with Personas . 7.4.5 Conclusion . 7.4.6 APG Illustration
. Chapter Take-Aways . Discussion and Assessment Questions . References . 160 160 162 164 166 167 167 168 169 170 171 171 173 174 177 178 179 180 182 182 Using Data-Driven Personas Alongside Other Human-Computer Interaction (HCI) Techniques. 187 8.1 Use of Data-Driven Personas Alongside Other User-Experience Research Techniques . 187 8.2 Using Data-Driven Personas with Scenarios . 188 8.3 Using Data-Driven Personas with Participatory Design . 191 8.4 Using Data-Driven Personas with Card Sorting . 193 8.5 Using Data-Driven Personas with Serious Games . 195 8.6 Using Data-Driven Personas with Agile Development . 197 8.7 Chapter Take-Aways . 199 8.8 Discussion and Assessment Questions . 200 8.9 References
. 201 Part 5: Evaluating Data-Driven Personas and the Road Ahead.207 9 Evaluating Data-Driven Personas.209 9.1 The Need for Evaluation . 209
XV 9.2 9.3 Overview of Evaluation Approaches for Data-DrivenPersonas . General Evaluation Approaches for Data-Driven Personas . 9.3.1 Quantitative Evaluation of Personas. 9.3.2 Qualitative Evaluation of Data-Driven Personas . 9.4 What of the Persona Being Evaluated? . 9.5 What is a Good Data-Driven Persona? . 9.5.1 User Perceptions of a Persona . 9.5.2 Technical Definition of a Good Data-Driven Persona. 9.5.3 Organizational Perspective of a Data-Driven Persona . 9.6 Evaluating the “Real” Impact of Data-DrivenPersonas . 9.7 Implementation of Evaluation Practices for Data-Driven Personas . 9.8 Evaluation APG Data-Driven Personas . 9.8.1 Comparing APG to YouTube Analytics . 9.8.2 l ist of “Stupid” Questions to Understand Data-Driven Personas . . 9.9 Summary . 9.10 Chapter Take-Awavs . 9.11 Discussion and Assessment Questions . 9.12 References
. 10 210 212 212 213 213 216 216 219 220 220 223 225 225 226 227 228 229 230 Selecting the Appropriate Persona Creation Method.239 10.1 Introduction . 239 10.2 Primary Methods of Persona Creation . 241 10.3 Literature Collection and Analysis . 242 10.4 Strengths and Weaknesses . 243 10.4.1 Qualitative Persona Creation . 243 10.4.2 Quantitative Persona Creation . 244 10.4.3 Mixed-Method Persona Creation. 245 10.5 Discussion and Implications . 246 10.6 APG Illustration . 249 10.7 Conclusion and the Road Ahead . 250 10.8 Chapter Take-Aways . 251 10.9 Discussion and Assessment Questions . 251 10.10
Relerences . 252 Part 6: Data-Driven Personas and the Future. 261 11 Conclusion: Dispelling Myths and Laying Out the Grand Challenges of Data-Driven Personas.263
XVI 11.1 11.2 Data-Driven Persona Myths. The Grand Challenges for Data-DrivenPersonas . 11.2.1 Defining Grand Challenges . 11.2.2 The Grand Challenges of Data-Driven Personas . 11.3 Vision of the Perfect Data-DrivenPersona . 11.4 Future Considerations. 11.5 References . 263 264 264 265 271 271 272 Appendix A: Persona Perception Scale Items. 277 Appendix B: User Interview Questions for Persona Data Collection.279 Appendix C: Persona Profile Attribute Comparison.305 Glossary.309 Afterword.315 Authors’Biographies.317 |
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| index_date | 2024-07-03T17:31:28Z |
| indexdate | 2024-11-01T05:00:09Z |
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| isbn | 9781636390703 |
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| series | Synthesis lectures on human-centered informatics |
| series2 | Synthesis lectures on human-centered informatics |
| spelling | Jansen, Bernard J. Verfasser (DE-588)1236207440 aut Data-Driven personas San Rafael Morgan & Claypool Publishers 2021 xxviii, 315 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Synthesis lectures on human-centered informatics 48 Description based on publisher supplied metadata and other sources Data Science (DE-588)1140936166 gnd rswk-swf Mensch-Maschine-Kommunikation (DE-588)4125909-9 gnd rswk-swf Mensch-Maschine-Kommunikation (DE-588)4125909-9 s Data Science (DE-588)1140936166 s DE-604 Salminen, Joni ca. 20./21. Jh. Sonstige (DE-588)1238177883 oth Jung, Soon-gyo ca. 20./21. Jh. Sonstige (DE-588)1238178456 oth Guan, Kathleen ca. 20./21. Jh. Sonstige (DE-588)1238178898 oth Erscheint auch als Online-Ausgabe 9781636390697 Synthesis lectures on human-centered informatics 48 (DE-604)BV035944295 48 Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032729822&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Jansen, Bernard J. Data-Driven personas Synthesis lectures on human-centered informatics Data Science (DE-588)1140936166 gnd Mensch-Maschine-Kommunikation (DE-588)4125909-9 gnd |
| subject_GND | (DE-588)1140936166 (DE-588)4125909-9 |
| title | Data-Driven personas |
| title_auth | Data-Driven personas |
| title_exact_search | Data-Driven personas |
| title_exact_search_txtP | Data-Driven personas |
| title_full | Data-Driven personas |
| title_fullStr | Data-Driven personas |
| title_full_unstemmed | Data-Driven personas |
| title_short | Data-Driven personas |
| title_sort | data driven personas |
| topic | Data Science (DE-588)1140936166 gnd Mensch-Maschine-Kommunikation (DE-588)4125909-9 gnd |
| topic_facet | Data Science Mensch-Maschine-Kommunikation |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032729822&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV035944295 |
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