{"id":44386,"date":"2018-02-18T04:45:05","date_gmt":"2018-02-18T11:45:05","guid":{"rendered":"http:\/\/www.taterboy.com\/blog\/2018\/02\/proto-personas-vs-personas\/"},"modified":"2018-02-18T04:45:05","modified_gmt":"2018-02-18T11:45:05","slug":"proto-personas-vs-personas","status":"publish","type":"post","link":"https:\/\/www.taterboy.com\/blog\/2018\/02\/proto-personas-vs-personas\/","title":{"rendered":"Proto-Persona\u2019s VS Persona\u2019s"},"content":{"rendered":"<p>Quickly?\u2014?What\u2019s the difference?<\/p>\n<figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"\" src=\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2018\/02\/12A1IcpNg7XQS7Qid1yob_LkQ.png?w=900\"><\/figure>\n<p>I have just finished reading Leah Buley\u2019s book?\u2014?User Experience Team Of One\u00a0. This is where I was introduced to the term proto-persona.<\/p>\n<p>If anyone had asked me on the street \u201cWhat is a proto-persona?\u201d I would have probably have told them it was justa posh way of saying persona. However I would have been incorrect!<\/p>\n<p>At university we were taught about many UX research methodologies and we spent a lot time using persona\u2019s in our projects. However we were never taught about proto-persona\u2019s. Now two years since university, obviously a lot has changed in the UX world and I am spending some time catching up on the newer UX methodologies.<\/p>\n<p>Firstly for those who know nothing about persona\u2019s?\u2014?in simple terms, a persona is just a fictional character.<\/p>\n<p>This fictional character will represent your target audience and is typically created from the results of research.<\/p>\n<p>Persona\u2019s have been around in the UX world for a long time whereas (well at least for me) proto-persona\u2019s are relatively new.<\/p>\n<p>I like to think if proto-persona\u2019s was a software system?\u2014?it would just be the LITE version of persona\u2019s. So let\u2019s do a quick dive into the differences:<\/p>\n<h4>Key Characteristics Of Persona\u2019s:<\/h4>\n<ul>\n<li>Heavily researched representation of your target audience.<\/li>\n<li>Detailed<\/li>\n<li>Smooth finish. Well thought out?\u2014?Often used in presentations throughout the UX\u00a0process.<\/li>\n<\/ul>\n<p>You collect data about your current or potential target user base. This could be from survey\u2019s, interviews, focus groups or various other\u00a0methods.<\/p>\n<p>From the data you will be able to build a hypothesis about your customers. This hypothesis will be used to generate your\u00a0persona.<\/p>\n<p>You then build your fictional character (persona). You personalize the character by giving it a name, picture, job, interests\/hobbies. You describe the persona?\u2014?what their attitudes, goals and behaviours are.<\/p>\n<p>You then place your persona in scenarios in which they would need to use your\u00a0product.<\/p>\n<h4>Key characteristics of Proto-Persona\u2019s:<\/h4>\n<ul>\n<li>Non-research driven\u00a0persona.<\/li>\n<li>Ad-hoc.<\/li>\n<li>Low fidelity.<\/li>\n<\/ul>\n<p>You create a proto-persona by firstly gathering various different stakeholders who are familar with your product in a room ( no more than\u00a012).<\/p>\n<p>You ask either individuals or small groups to generate persona\u2019s for the product in a certain period of time ( say 15 mins\u00a0).<\/p>\n<p>They then present the persona\u2019s back to the group. We take the ideas and try to find commonalities between them to create a few key proto-persona\u2019s while de-prioritizing the less relevant persona\u2019s.<\/p>\n<figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"\" src=\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2018\/02\/12A5Pqd_3TpVaf_kPqnqHH00Q.jpeg?w=900\"><figcaption><a href=\"https:\/\/www.pexels.com\/photo\/iphone-desk-office-pen-38556\/\">Source<\/a><\/figcaption><\/figure>\n<h4>What wins do persona\u2019s bring?<\/h4>\n<ul>\n<li>Help understand your\u00a0audience<\/li>\n<li>Visualise\/Humanise your user\u00a0research<\/li>\n<li>Keeping everyone on the same page, in understanding how the product would be used by customers.<\/li>\n<li>A reference point throughout the design\u00a0process.<\/li>\n<\/ul>\n<h4>What wins do proto-persona\u2019s potentially bring?<\/h4>\n<ul>\n<li>Help align stakeholders views of the customer.<\/li>\n<li>Gain buy in for user centred\u00a0design<\/li>\n<li>Help stakeholders and team members be more empathetic to end users\u00a0needs.<\/li>\n<\/ul>\n<h4>Does a persona and a proto-persona look different?<\/h4>\n<p>Yes and\u00a0no.<\/p>\n<p>A proto-persona will be more like a sketch. It is essentially coming from a brain storming session and is mainly used to align stakeholders views. You could simply represent the image of the customer as a doodle and that would be enough for this situation.<\/p>\n<figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"\" src=\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2018\/02\/12AxdIVksSk6p7TR1ggXdd86A.png?w=900\"><figcaption>Basic Proto-Persona For Coffee Ordering\u00a0App<\/figcaption><\/figure>\n<p>A persona will look more finished. They tend to grab your attention. They will usually be developed on computer software from as basic as powerpoint to as complex as photoshop. A persona can be used throughout the UX process to convey idea\u2019s about the customer quickly. Especially useful in presentations to senior execs in the company who want a quick snapshot of user research\u00a0results.<\/p>\n<figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"\" src=\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2018\/02\/12ATLb-YKydj9lcBax_gKWEcQ.png?w=900\"><figcaption>Basic Persona For Coffee Ordering\u00a0App<\/figcaption><\/figure>\n<h4>Are there disadvantages to using persona\u2019s?<\/h4>\n<p>There are a lot of great articles which dive into details on whether or not you should use persona\u2019s in your UX process and I simply wouldn\u2019t do it justice by trying to quickly cover it in this\u00a0article.<\/p>\n<p>I just want to put a quick note to state that persona\u2019s should be used in combination with other user experience research\u00a0methods.<\/p>\n<p>It is very easy to create idealised or biased views of your customer or target market. If you do this and use persona\u2019s as your sole method of checking you are meeting your customer expectations. You will be in for a shock when you release the\u00a0product.<\/p>\n<p>Persona\u2019s are a good way of summarising common traits of your target market but it is very unlikely your customer will perform actions or think exactly like your persona. Hence why you need to incorporate various different research methods throughout the design\u00a0process.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/medium.com\/_\/stat?event=post.clientViewed&#038;referrerSource=full_rss&#038;postId=db8873a2d2e4\" width=\"1\" height=\"1\"><\/p>\n<p class=\"wpematico_credit\"><small>Powered by <a href=\"http:\/\/www.wpematico.com\" target=\"_blank\">WPeMatico<\/a><\/small><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quickly?\u2014?What\u2019s the difference? I have just finished reading Leah Buley\u2019s book?\u2014?User Experience Team Of One\u00a0. This is where I was introduced to the term proto-persona. If anyone had asked me on the street \u201cWhat is a proto-persona?\u201d I would have probably have told them it was justa posh way of saying persona. However I would&#8230;<a class=\"moretag\" href=\"https:\/\/www.taterboy.com\/blog\/2018\/02\/proto-personas-vs-personas\/\"> Read the full article&#8230;<\/a><\/p>\n","protected":false},"author":4,"featured_media":44387,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[15],"tags":[],"class_list":["post-44386","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-info"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Quickly?\u2014?What\u2019s the difference?I have just finished reading Leah Buley\u2019s book?\u2014?User Experience Team Of One . 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This is where I was introduced to the term proto-persona.If anyone had asked me on the street \u201cWhat is a proto-persona?\u201d I would have probably have told them it was justa posh way of saying persona. However I would have been\" \/>\n\t\t<meta property=\"og:url\" content=\"https:\/\/www.taterboy.com\/blog\/2018\/02\/proto-personas-vs-personas\/\" \/>\n\t\t<meta property=\"article:published_time\" content=\"2018-02-18T11:45:05+00:00\" \/>\n\t\t<meta property=\"article:modified_time\" content=\"2018-02-18T11:45:05+00:00\" \/>\n\t\t<meta name=\"twitter:card\" content=\"summary\" \/>\n\t\t<meta name=\"twitter:title\" content=\"Proto-Persona\u2019s VS Persona\u2019s | Design for Immersive Technologies\" \/>\n\t\t<meta name=\"twitter:description\" content=\"Quickly?\u2014?What\u2019s the difference?I have just finished reading Leah Buley\u2019s book?\u2014?User Experience Team Of One . 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