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

Bernard J. Jansen, Joni O. Salminen, Soon-Gyo Jung
2020 Data and Information Management  
With this research, we conceptually investigate how data-driven personas can be leveraged as analytics tools for understanding users.  ...  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 discuss a sampling of digital marketing use cases to show the need for data-driven personas. Then, we present a data-driven persona system that integrates personas with analytics.  ... 
doi:10.2478/dim-2020-0005 fatcat:akzpgrn7aberhij6ts6nkyqjsi

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

Joni Salminen, Soon-gyo Jung, Ahmed Mohamed Sayed Kamel, João M. Santos, Bernard J. Jansen
2020 Behavior and Information Technology  
, Clarity, Empathy, and Willingness to Use of the data-driven personas.  ...  We conduct two studies to evaluate the suitability of artificially generated facial pictures for use in a customer-facing system using data-driven personas.  ...  Data-driven persona development A persona is a fictive person that describes a user or customer segment (Cooper 1999) .  ... 
doi:10.1080/0144929x.2020.1838610 fatcat:ubsgdxjeq5bd3ebki5rf4qzoay

Data driven decision making to characterize clinical personas of parents of children with cystic fibrosis: a mixed methods study

Rhonda D. Szczesniak, Teresa Pestian, Leo L. Duan, Dan Li, Sophia Stamper, Brycen Ferrara, Elizabeth Kramer, John P. Clancy, Daniel Grossoehme
2020 BMC Pulmonary Medicine  
Clinical implications were developed for each persona by combing quantitative and qualitative data (integration phase).  ...  Eight clinical personas were developed in the qualitative phase from parent and clinician participant feedback of latent components from these models.  ...  Acknowledgements The authors thank parents and focus group members who participated in the study for their data contributions.  ... 
doi:10.1186/s12890-020-01202-x pmid:32552880 fatcat:rto2t7twendpdbykmmkrttrwuy

Bringing User Experience Design to Bear on STEM Education: A Narrative Literature Review

Angela Minichiello, Joel R. Hood, Derrick Shawn Harkness
2018 Journal for STEM Education Research  
., personas, scenarios, and usage models) that synthesize and contextualize product users' goals, needs, wants, and behaviors in memorable and empathic ways.  ...  This review not only explores implementation of UX design tools and frameworks within education settings, but also examines the methods that have used to develop and implement UX design tools from data  ...  Design Research: Methods and Perspectives To present the idea of "qualitative design research" Data driven personas QC Market research, Design research - - Data driven personas FA  ... 
doi:10.1007/s41979-018-0005-3 fatcat:xi46rvcwwrbevaeo5cd2mp2mby

Using Clinical Phenotypes for Generating Dental Patient Personas

Jimmy Kayastha
2017 Biostatistics and Biometrics Open Access Journal  
Data driven patient personas that accurately represent the health of a patient population are critical when designing and validating the user interface of electronic health record.  ...  Our objective was to create dental patient personas from the existing clinical data within the data warehouse to accurately reflect detailed archetypical characters that represent distinct patient demographic  ...  The unique persona demographics were driven by the majority rule.  ... 
doi:10.19080/bboaj.2017.01.555554 fatcat:aqi7ufxq4fc57pn3uaiq26t4oa

Data-Assisted Persona Construction Using Social Media Data

Dimitris Spiliotopoulos, Dionisis Margaris, Costas Vassilakis
2020 Big Data and Cognitive Computing  
The results show that the topic information-driven constructed personas are perceived as having better clarity, completeness and credibility.  ...  A user study in persona construction compares the topic modelling metadata to a traditional user collected data analysis for persona construction.  ...  additional personas that were not generated by the data-driven methods [34] .  ... 
doi:10.3390/bdcc4030021 fatcat:3wk7ba5aavc5ppwvieqt6kviea

Applying Usage Models to Innovate Information Technology Solutions [chapter]

Sigal Louchheim, Petra Langwald, Judy Ossello
2008 IFIP International Federation for Information Processing  
Our process focused on creating three model components: ethnographic data, personas, and scenarios.  ...  In this work, we have taken a usage model driven approach to identify innovative opportunities for improving collaboration within geographically dispersed teams of design engineers.  ...  data essential in creating personas.  ... 
doi:10.1007/978-0-387-87503-3_5 fatcat:zgqlix62srchdl6q75fjfelfke

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

Joni Salminen, Bernard J. Jansen, Jisun An, Haewoon Kwak, Soon-gyo Jung
2018 Persona Studies  
of personas by leveraging digital analytics data in their creation.  ...  Persona creation benefits from both novel computational techniques and data sources.  ...  EVALUATING DATA-DRIVEN PERSONAS IN THE LIGHT OF CRITICISM: DISTINGUISHING BETWEEN TRADITIONAL AND DIGITAL DATA-DRIVEN PERSONAS Cooper's (1999) initial idea was for personas to be data-driven, i.e., based  ... 
doi:10.21153/psj2018vol4no2art737 fatcat:gng3gzj4enb4xap2v25fnx4s6i

Design and evaluation: End users, user datasets and personas

Russell Marshall, Sharon Cook, Val Mitchell, Steve Summerskill, Victoria Haines, Martin Maguire, Ruth Sims, Diane Gyi, Keith Case
2015 Applied Ergonomics  
These case studies exemplify the benefits 'data rich' personas contribute as opposed to 'assumption based' personas.  ...  This paper contains a discussion about the use of 'personas', a method used by designers to overcome these issues. Personas are descriptive models of archetypal users derived from user research.  ...  Pruitt and Adlin (2006) make the distinction between data driven and assumption driven personas. Data driven personas are grounded in user research and as such their validity can be high.  ... 
doi:10.1016/j.apergo.2013.03.008 pmid:23578520 fatcat:ajz7ucqx7zg57ilracgdgyzswi

User Personas and Social Media Profiles

Aaron Humphrey
2017 Persona Studies  
In the world of User Experience Design, a persona isn't something that belongs to a person.  ...  Instead, personas are created by designers to act as "fictitious, specific and concrete representations of target users" (Pruitt & Adlin 2010, p. 5).  ...  Unlike the interview-based process where persona creation is driven by empathy (Cooper, Reimann & Cronin 2007 pg 81, Goodman, Kuniavsky & Moed 2012 pg 482), deriving personas from profile data is a largely  ... 
doi:10.21153/ps2017vol3no2art708 fatcat:ftlwri5rijb3fdrn3smmpnhhza

Towards humane digitization

Irawan Nurhas, Jan M. Pawlowski, Stefan Geisler
2019 Proceedings of the 5th International ACM In-Cooperation HCI and UX Conference on ZZZ - CHIuXiD'19  
We used the literature research as a preliminary study for the process of wellbeing-driven digital transformation design, consisting of questions for structuring the required information in the positive  ...  personas as well as a potential method that could be integrated into the wellbeing-based design process.  ...  The wellbeing-driven creation process of personas consists of three main parts (see figure 4 ). The first part is the empathizing phase, where the main activity is to collect user data.  ... 
doi:10.1145/3328243.3328247 dblp:conf/chiuxid/NurhasPG19 fatcat:mxz6ggcl5rho3c534uacoidsam

Play-Personas: Behaviours and Belief Systems in User-Centred Game Design [chapter]

Alessandro Canossa, Anders Drachen
2009 Lecture Notes in Computer Science  
The method can be improved by complementing the traditional narrative description of personas with quantitative, data-oriented models of predicted patterns of user behaviour for a specific computer game  ...  This paper presents a possible solution to the challenge of integrating the user in the design of interactive entertainment such as computer games by employing the "persona" framework introduced by Alan  ...  Furthermore, gameplay metrics can be used to develop data-driven persona models.  ... 
doi:10.1007/978-3-642-03658-3_55 fatcat:6dlkowhrvnanhio3iamreaxmwm

Undergraduate Researcher Personas [article]

Tra Huynh, Adrian M Madsen, Eleanor C Sayre
2020 arXiv   pre-print
We used interview data and drew on Self-Determination Theory to identify students' various goals and motivations in order to build three undergraduate researcher personas in physics.  ...  Personas of undergraduate researchers are a powerful means of encapsulating the richness of students' various goals, motivations, and experiences in research.  ...  Acknowledgments We are greatly indebted to the researchers that conducted this interview data and the copy editor Jeremy Smith.  ... 
arXiv:2003.00364v1 fatcat:g3jkjaxhkzaq5lywxnikrjchmq

PERSONA - A Personalized Data Protection Framework [chapter]

Marina Egea, Federica Paci, Marinella Petrocchi, Nicola Zannone
2013 IFIP Advances in Information and Communication Technology  
usage to their data.  ...  However, to date there are no data protection solutions that involve data subjects in the definition and enforcement of data protection policies.  ...  PERSONA follows a model-driven security approach to enforce data protection policies at the GUI and database level.  ... 
doi:10.1007/978-3-642-38323-6_22 fatcat:4efeqrtbjje2fpxbpfnrohg7ei

Persona cases

Shamal Faily, Ivan Flechais
2011 Proceedings of the 2011 annual conference on Human factors in computing systems - CHI '11  
This note presents Persona Cases: personas whose characteristics are both grounded in, and traceable to their originating source of empirical data.  ...  the characteristics of personas.  ...  Although Chapman & Milham argue that interviews and ethnographic approaches are not sufficient to validate data-driven personas, these are considered necessary by the two dominant approaches for building  ... 
doi:10.1145/1978942.1979274 dblp:conf/chi/FailyF11 fatcat:hyrp47fxlvf2dnxas4pa2776xu
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