WEEK 3_Personas & User Experience Mapping

What is the personas?

Personas are a representative behavior&activity profile for a user base, and they are a widely used in UX Research with 65% of practitioners reporting using them on projects.

When we start a new design or new knowledge, we don’t know what should we do, how should we begin, this is because we don’t understand the users’ needs, their thinking and their problems.  So we need personas.  Persona are used to guide the design process, from requirements definition through to launch. As Theresa Putkey said that ‘A persona is a single, fictitious person who represents the needs and wants of many people. This representation has been created by information gathered during user and stakeholder interviews. Personas are a great way to focus the design and to resolve design disputes. The team can focus on concrete people and, when questions arise, they can be asked and answered based on persona needs.’

According to the article written by SAURO, J, there are seven core ideas everyone in the UX field should know about personas.


What is the User Experience Mapping?

Adaptive Path illustrates the map, it help me establish the conception of the User Experience Mapping.

Experience mapping is a strategic process of capturing and communicating complex customer interactions. The activity of mapping builds knowledge and consensus across your organization, and the map helps build seamless customer experiences.

屏幕快照 2015-10-18 18.07.02

And creating a experience mapping need follow these four steps.

  • Uncover the truth.
  • Chart the course.
  • Tell the story.
  • Use the map.

屏幕快照 2015-10-18 18.07.06

How to build a persona?

‘Personas are built based on user interviews. Whether with a new or existing product, you’ll need to identify different types of people who may use the website or software, then line up interviews with those types of people. If you’re just starting off on the design and interviews, your questions might tend to be more general. If you’re further into the design work or into writing the content, your questions might be more specific and get into more process.’

There is a example let me understanding how to do  a useful persona:

Introduction to User Personas


13 Main Elements of building a persona:

  1. Profile area: Where basic demographic, geographic and psychographic information are included, like age, residence country or social class.

  1. Personality elements: This is the more inconsistent between all the personas layout I have seen. Personality is a very complex  variable and in most cases I only saw a vague collection of qualifying adjectives. I do extensive research here and I have come across a technique that allows you to give a more or less consistent categorization, based on the Myers-Briggs (MBTI) type indicators and the 5Factor Model (I will describe in detail in another post).

  1. Expertise: Area that describes character expertise in relation to the domain (normally computers and internet proficiency level). I use here different variables depending on the product-focus.

  1. Must Does / Must Never: This area is probably one of the most actionable. Resume what they expect and want (must do) and what frustrates him and annoys (must never).

  2. Referents & Influences: Represent People, brands and product that influence his relation with internet, computers and other devices, software and app, etc. (This could change depending on the product/service domain)

  3. Devices & Platforms: This module reflect devices and platforms with which the persona are familiar. (This could change depending on the product/service domain)

  4. Used product/service related with the domain. Depending on the domain of the product/service could be for example: software/apps.

  5. Archetype: This is a short denomination for the persona, that pretend resume them in a few words. Some time refers to personality characteristics, others define a relationship with the product-service.

  6. Key Quotes: simulate a Persona comment. Pretends reflect behavior or persona attitude as user

  7. Experience Goals: What are the users expectations and priorities when interact with the product/service or about the goal pursued?

  8. Brand-Relationship. Persona relationship with the specific brand and the product.

  9. Picture: The final touch for your persona will be a person picture that illustrate the personality and lifestyle your persona have.

  10. User type: I used as a quick  categorization of user expertise using a four level scale.


How to build a User Experience Mapping?

I had a experience to create a User Experience Mapping in this Monday Class. I learned how to interview users, and find out what people doing, thinking and feeling, and I need to identify person’s motivations, experiences, aspirations,behaviors. Next week I need to go to science museum collect large data, then I will analyze and evaluate the collected data and do some quantitative research, to creating the user experience mapping.



SAURO, J. 2012. 7 Core Ideas About Personas And The User Experience [Online]. Measuring Usability. Available:http://www.measuringu.com/blog/personas-ux.php [Accessed 11 Oct. 2015].

ADAPTIVE PATH. 2013. Guide to Experience Mapping [Online]. Adaptive Path. Available: http://www.adaptivepath.com/ideas/our-guide-to-experience-mapping/ [Accessed 14 Sept 2014].



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