Personas

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Personas can be used to support expert evaluations. This method is used to develop user archetypes that represent the end user. A persona is therefore an imaginary model of a person with very concrete characteristics and usage behaviour. This gives a detailed idea of exactly who an application is being developed for.

The experts identify three to five people as typical users. They receive a concrete “resume” with characteristics such as name, age, gender, education, hobbies, attitude, preferences, goals, usage behavior and typical needs. The pictorial presentation and knowledge of the users is a good prerequisite for both the efficient development and the success of a product. Because only if the end product is precisely tailored to the users, they can be completely satisfied.

A prerequisite for the successful application of the method, however, is that the details of each persona (e.g. attitudes and user behaviour) are not invented by the experts, but are derived from market research results. Otherwise there is the danger of creating personas for one's own product, which in fact do not exist in this form.