The Personification of Big Data
Year: 2019
Editor: Wartzack, Sandro; Schleich, Benjamin; Gon
Author: Stevenson, Phillip Douglas; Mattson, Christopher Andrew
Series: ICED
Institution: Brigham Young University
Section: User-centred design
DOI number: https://doi.org/10.1017/dsi.2019.409
ISSN: 2220-4342
Abstract
Organizations all over the world, both national and international, gather demographic data so that the progress of nations and peoples can be tracked. This data is often made available to the public in the form of aggregated national level data or individual responses (microdata). Product designers likewise conduct surveys to better understand their customer and create personas. Personas are archetypes of the individuals who will use, maintain, sell or otherwise be affected by the products created by designers. Personas help designers better understand the person the product is designed for. Unfortunately, the process of collecting customer information and creating personas is often a slow and expensive process. In this paper, we introduce a new method of creating personas, leveraging publicly available databanks of both aggregated national level and information on individuals in the population. A computational persona generator is introduced that creates a population of personas that mirrors a real population in terms of size and statistics. Realistic individual personas are filtered from this population for use in product development.
Keywords: Persona, Persona Generator, User centred design, Big data, Design methods