Information Technology Reference
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create a safeguard against this by developing
empathy between the designer and the user. It
can also prevent “design creep” by providing a
constant reference point for all design decisions.
“Constant” is not to be confused with “static”
as with all human computer interaction it is the
dynamic nature of this interaction that is central
to its relevance and currency.
Personas superseded the so-called “elastic
users” by replacing them with a real identity that
becomes an integral part of the project design
process. The persona provides a conduit for trans-
mitting a wide range of information about design
and use. Whilst Cooper (2004) was not particularly
concerned with the persona being representative
of the user group, Grundin & Pruitt (2002) argue
that representation of the user group is crucial
and that this is the main advantage of using a
persona. A persona provides a lens that includes
the socio-political context and addresses issues
around quality of life and difference. By focusing
attention on a particular user group, personas assist
in identifying different kinds of users as well as
those who are not being designed for.
Designing the right persona or set of personas
is particular to the main features of the user group
and is time and culture specific. Decisions are
often made to create maximum effect with others
brought up to speed later, or perhaps left behind.
Increasingly in the human services decisions are
geared to particular user populations with this
seen in targeted media campaigns, particularly
for young people such as the “safe sex” campaign
using text messages on Valentines Day and World
Vision's Teenage Affluenza video on YouTube
(Ryan 2008).
Personas were used to assist in the development
of Microsoft Windows and MSN Explorer. Both
of these products were designed to cater for varied
and complex user groups across all generations
and cultures. When designing Windows two target
audiences were identified by using personas and
customer segments. The Window's persona team
comprised 22 people including technical writers,
graphic designers, usability engineers, product
planners and market researchers who developed
six personas. A panel of 5,000 users who matched
the persona profiles was established and consulted
as part of the design team on a regular basis (Pruitt
& Grundin, 2003). Like Microsoft, many other
organizations including Ford Motor Company,
develop and use personas reporting numerous
benefits from doing so such as better understand-
ing of users needs, shorter and improved design
periods and a superior end product. Similarly,
personas aid in educational design for the human
services workforce (Martin, McKay, Hawkins &
Murthy 2007).
The persona comes to life as a “real person”
for whom the project is being designed. Decisions
are now being made about a person with a name
and identity, albeit hypothetical. Detailed written
documentation that succinctly describes the main
features of the persona is essential. The level of de-
tail suggested by Freydenson (2002) for a persona
includes; 'at least a first and last name, age, goals,
background story, a telling quote, e-mail address,
job title and a photograph', (p.1). Other features
might include: gender, educational background,
family, class, health, ability/disability, race, ethnic-
ity and culture, sexuality and spirituality. Cooper
(2004) comments, 'All things being equal I will
use people of different races, genders, nationali-
ties and colors' (p.3). The persona will change
and develop with the project and at times more
than one persona may be required, particularly in
instances of extreme diversity amongst potential
user groups. Freydenson (2002) recommends the
development of primary and secondary personas.
These personas extend beyond the user to include
others such as managers and funding bodies. The
main focus is on the primary persona, whilst also
being mindful of the needs of secondary personas.
Ultimately the primary persona must be satisfied
with the system that is delivered, with a common
vision and commitment to the persona essential for
successful design and implementation. Effective
communication is important, particularly with
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