UXEYE

originally written on June 29, 2009

Notes from the morning section about
“Persona & Goal-Directed Design” by Lee, Jaeyong (from PXD)

1.Why user research fails? lack of understanding of users, methods, research findings
2. FGI is often not the best way to dig up the needs for various reasons like /it’s about the present/it’s about the given stories /it’s about the purchase, not about the ‘usage’.
3. Two moments of truth: Buying (where demographics are mostly factored in), Using (where life style, behaviors, level of involvement of users are factored in)
4. Collected data from research should lead to the modeling of insight partly enabled by building personas.
5. Persona is ‘vivid, narrative description of a single person’.
6. What makes up a persona: Attitudes, Behaviors, Context, Details, Photo, Quotes, Goals & his/her pain points using a products/services. It’s more helpful when compared to those with other characteristics. (What is not is just as important as what is.)
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