This video discusses personas, which are a tool that UX researchers utilize to help them describe different types of users that they will serve with their product or service. Personas are informed by a variety of UX research methods.
- [Voiceover] Personas are a tool that many UX researchers utilize to help them describe the different types of users that a company serves. UX professionals will perform a variety of research tactics to understand their key user bases and the main differences between their behaviors, goals, and identifying usage. For instance, if you're working on business expense tracking software, one persona might describe the usage of a frequent business traveler, and another may describe the financial officer who needs to approve all of their reports. They're both users of the product, but they have very different contexts, usages, and goals.
To create the personas, you need to pull data from various research sources into a unified story about users' skills, goals, environments, key behaviors, and the context of your product in their life. You'll then refer to the personas as you make design decisions. You'll typically create a document that summarizes the persona's key attributes, and you may even include a picture to represent your user. For more detailed information on creating personas, check out our User Experience Design Techniques course on creating personas.
UX Booth and Cooper also have online resources about creating and perfecting personas, and Smashing mag provides an overview of what personas are and how they are typically used.
This course introduces the fundamentals of user experience research so that anyone can understand the benefits and start integrating research into their everyday design and development process. Start watching to learn how to use UX research to find the answers to the most basic questions about your customers—who, what, when, why, and how—and drive better user experiences and business outcomes.
- An overview of research methods, including usability testing, interviewing, eye tracking, surveys, and many more
- A review of the main types of research, including quantitative and qualitative, behavioral and attitudinal, and moderated vs. unmoderated
- Determining the right methodologies based on organizational environment, client type, and project stage
- Targeting the right research participants
- Crafting the right questions in the right way
- Analyzing and presenting your data