Persona-based design
Persona-based design is a web design system developed by Bryan and Jeffrey Eisenberg that focuses on the consistent alignment of a website to the needs of its users. She transfers the use of personas in human-computer interaction already introduced by Alan Cooper to web design .
In contrast to observing the behavior of real users in usability research, persona-based design relies on the mapping of typical users by developing a persona that represents the respective user group.
Goal setting
For the operator of a website, persona-based design is a means of achieving the goals that you have set yourself for the website . In a commercial environment, these goals include, for example, selling products on the Internet. In this case, the better alignment to customer needs should increase sales. Nevertheless, persona-based design can also be used in a non-commercial environment. For example, when it comes to aligning blog content or information from public institutions.
Personas
A persona is understood to be the profile of a typical user, which is determined by interviewing real users or by mapping statistical accumulations in the existing customer data. As a rule, several personas are developed, each representing different user segments. In contrast to segmentation, each persona is fictitiously described not only by demographic, socio-psychographic characteristics but also by a name, a photo and a personal background.
implementation
In projects in which persona-based design is used, the website is specifically geared towards the assumed needs of the generated personas in the design process. This ensures that the basic requirements of the main user groups are largely met.
literature
- Bryan Eisenberg and Jeffrey Eisenberg: Waiting for Your Cat to Bark ?: Persuading Customers When They Ignore Marketing . Thomas Nelson Publishers, 2006, ISBN 0785218971
- Tim Ash: Landing Page Optimization . Wiley & Sons, 2008, ISBN 0470174625
Web links
- The Origin of Personas . Retrieved March 9, 2009.
- An introduction to personas and how to create them . Retrieved March 9, 2009.