|
In user-centered design and marketing, personas are fictional characters created to represent the different user types that might use a site, brand, or product in a similar way. Marketers may use personas together with market segmentation, where the qualitative personas are constructed to be representative of specific segments. The term persona is used widely in online and technology applications as well as in advertising, where other terms such as ''pen portraits'' may also be used. Personas are useful in considering the goals, desires, and limitations of brand buyers and users in order to help to guide decisions about a service, product or interaction space such as features, interactions, and visual design of a website. Personas may also be used as part of a user-centered design process for designing software and are also considered a part of interaction design (IxD), having been used in industrial design and more recently for online marketing purposes. A user persona is a representation of the goals and behavior of a hypothesized group of users. In most cases, personas are synthesized from data collected from interviews with users. They are captured in 1–2-page descriptions that include behavior patterns, goals, skills, attitudes, and the environment, with a few fictional personal details to make the persona a realistic character. For each product, more than one persona is usually created, but one persona should always be the primary focus for the design. ==History== The concept of understanding customer segments as communities with coherent identity was developed in 1993-4 by Angus Jenkinson〔Jenkinson, A. (1994) ‘Beyond segmentation’, Journal of Targeting, Measurement and Analysis for Marketing , Vol. 3 , No. 1 , pp. 60–72〕〔Jenkinson, A. (1995) Valuing Your Customers, From quality information to quality relationships through database marketing, McGraw Hill, Maidenhead, England〕 and internationally adopted by OgilvyOne with clients using the name CustomerPrints as "day-in-the-life archetype descriptions".〔Jenkinson, A. (2009) What happened to strategic segmentation? Journal of Direct, Data, and Digital Marketing Practice (2009) 11:2, 124-139. Palgrave Macmillan, Basingstoke UK〕 Creating imaginal or fictional characters to represent these customer segments or communities followed. Jenkinson's approach was to describe an imaginal character in their real interface, behavior and attitudes with the brand, and the idea was initially realized with Michael Jacobs in a series of studies. In 1997 the Ogilvy global knowledge management system, Truffles, described the concept as follows: "Each strong brand has a tribe of people who share affinity with the brand’s values. This universe typically divides into a number of different communities within which there are the same or very similar buying behaviours, and whose personality and characteristics towards the brand (product or service) can be understood in terms of common values, attitudes and assumptions. CustomerPrints are descriptions that capture the living essence of these distinct groups of customers."〔Jenkinson, A (1997) CustomerPrints: Defining the Essentials of the Consumer: The essential guide to what CustomerPrints are, why and how to do them and even how to use them. Truffles. OgilvyOne〕 Parallel to this, Alan Cooper, a noted pioneer software developer, developed a related concept, which he named ''personas.'' From 1995, he became engaged with how a specific rather than generalized user would use and interface with the software. The technique was popularized for the online business and technology community in his 1999 book ''The Inmates are Running the Asylum''. In this book, Cooper outlines the general characteristics, uses and best practices for creating personas, recommending that software be designed for single archetypal users. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Persona (user experience)」の詳細全文を読む スポンサード リンク
|