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Data-driven Personas (Synthesis Lectures on Human-centered Informatics)

Data-driven Personas (Synthesis Lectures on Human-centered Informatics)

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Data-driven Personas (Synthesis Lectures on Human-centered Informatics)

Data-driven Personas (Synthesis Lectures on Human-centered Informatics)

Category

Data Mining

Author

Kathleen Guan

Soon-Gyo Jung

Bernard J. Jansen

Joni Salminen

Publication

Packt Publishing

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Data-driven personas are a significant advancement in the fields of human-centered informatics and human-computer interaction. Data-driven personas enhance user understanding by combining the empathy inherent with personas with the rationality inherent in analytics using computational methods. Via the employment of these computational methods, the data-driven persona method permits the use of large-scale user data, which is a novel advancement in persona creation. A common approach for increasing stakeholder engagement about audiences, customers, or users, persona creation remained relatively unchanged for several decades. However, the availability of digital user data, data science algorithms, and easy access to analytics platforms provide avenues and opportunities to enhance personas from often sketchy representations of user segments to precise, actionable, interactive decision-making toolsdata-driven personas! Using the data-driven approach, the persona profile can serve as an interface to a fully functional analytics system that can present user representation at various levels of information granularity for more task-aligned user insights. We trace the techniques that have enabled the development of data-driven personas and then conceptually frame how one can leverage data-driven personas as tools for both empathizing with and understanding of users. Presenting a conceptual framework consisting of (a) persona benefits, (b) analytics benefits, and (c) decision-making outcomes, we illustrate applying this framework via practical use cases in areas of system design, digital marketing, and content creation to demonstrate the application of data-driven personas in practical applied situations. We then present an overview of a fully functional data-driven persona system as an example of multi-level information aggregation needed for decision making about users. We demonstrate that data-driven personas systems can provide critical, empathetic, and user understanding functionalities for anyone needing such insights.

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ISBN-10

1636390706

ISBN-13

978-1636390703

Publisher

Packt Publishing

Price

0

File Type

PDF

Page No.

317

Kathleen Guan

Kathleen Guan is a researcher working at the intersection of international policy, public health, an ...

Soon-Gyo Jung

He is the co-author of the book, Data-Driven Personas. He is currently a software engineer at Qatar ...

Bernard J. Jansen

Bernard J. Jansen

Dr. Jim Jansenis the co-author of the book, Data-Driven Personas, author of the book Understanding S ...

Joni Salminen

Joni Salminen is a scientist at Qatar Computing Research Institute, Hamad Bin Khalifa University; an ...

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