Personas

Personas provide us with a precise way of thinking and communicating about how users behave, how they think, what they wish to accomplish, and why. Personas are not real people, but they are based on the behaviors and motivations of real people we have observed and represent them throughout the design process. They are composite archetypes based on behavioral data gathered from many actual users encountered in ethnographic interviews.*

In my role as a UX Analyst at FNBO, I interviewed numerous users and was able to distill behavioral patterns from these interviews, which I applied to persona development. Typically, the process was to gather potential users from product owners and applicable business unit. This is what I refer to as the ‘market segment’ pool of potential interviewees.

My interview questions were planned in advance of engaging with prospective interviewees. I based my questions on the psychology concept of Theory of Planned Behavior. Gleaning information in the three main categories related to the subjects attitudes, perception of subjective norms, and perceived control, allowed me to determine behavioral motivations.  From the questions and observational notes, behavioral patterns clearly emerged.