Design for Just One Person? Investigation of personas in web design
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Design for Just One Person? Investigation of personas in web design
Alistair Edwardshttp://www-users.cs.york.ac.uk/~alistair
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Acknowledgement
A project by Aiwen Tau, MSc HCIT student 2011-12
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Personas
Invented by Alan CooperThe Inmates are Running the Asylum
More in UCDE – and WEBD
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A persona
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Uses of personas
Should be typical of intended usersMay require some research
Enable designers to talk in concrete termse.g.‘That will be OK for Matthew when he’s at work, but at home he uses a dial-up connection, which will be slow. Maybe we need a stripped-down option for low bandwidth?’
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Effectiveness of personas
A attractive ideaBut how do we know they really work?Different users might have different perceptions of a persona
and hence effectively be designing for different people
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Aiwen’s experiment
Create a website with 5 different personasFor each persona show 4 different webpage designsAsk participants which page they think the persona would prefer
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Emily
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Emily’s sites
A C
B D
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Kay
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Jin
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Thomas
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Jessica
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Results
Do people consistently match personas to websites?
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Emily
X2 = 15.4737, df = 3, p = 0.001453
A B C D0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Website
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Kay
X2 = 16.974, df = 3, p = 0.0007155
A B C D0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Website
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Jin
X2 = 46.6316, df = 3, p = 4.163e-10
A B C D0%
10%
20%
30%
40%
50%
60%
70%
Website
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Thomas
X2 = 23.4737, df = 3, p = 3.217e-05
A B C D0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Website
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Jessica
X2 = 16.4211, df = 3, p = 0.0009294
A B C D0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Website
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Results
Do people consistently match personas to websites?Yes!
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Influence of pictures
How important is the portrait?Might people be unduly influenced by the picture
Matching to their impression of the picture, not the description?
No guidance in the literature
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Influence of pictures
Participants saw one of two pictures for each personaEach one manipulated one aspect of the persona’s appearanceEmily
ageKay
genderJin
race
Thomasdisability
Jessicamood
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Emily
Age
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Kay
Gender (text was also manipulated)
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Jin
Race
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Thomas
Disability
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Jessica
Mood
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Results
Does the picture unduly influence people’s choices?
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Results
A B C D0%
5%
10%
15%
20%
25%
30%
Emily
Picture 1Picture 2
A B C D0%
5%
10%
15%
20%
25%
30%Kay
Picture 1Picture 2
A B C D0%5%
10%15%20%25%30%35%40%
Jin
Picture 1Picture 2
A B C D0%
5%
10%
15%
20%
25%
Jessica
Picture 1Picture 2
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Results
A B C D0%
5%
10%
15%
20%
25%
30%
Thomas
Picture 1Picture 2
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Results
Does the picture unduly influence people’s choices?No
none of the differences was significantNearest to significance was Jin (race)
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Jin
A B C D0%
5%
10%
15%
20%
25%
30%
35%
40%
Jin
Picture 1Picture 2
X2=7.6254, df=3, p=0.05442
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Results
1. Participants consistently match personas to websitesSignificant differences
2. They are not unduly influenced by the pictureNo significant differences
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Participants
76 volunteers recruited by personal contacts and via the web
But personas are used by designersPerhaps web designers are different?
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Web developers
50 web developers were recruited to repeat the experiments
Thanks to Dave Swallow
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Results
Distribution of matching personas to websites by web developers was not different to that of ‘ordinary people’
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Discussion
Scope is limitedMatching personas to images of websites
We were luckySites could not be targeted at either picture
Some of the original participants might be web developers
Investigating them was an afterthoughtDid not expect to recruit so many
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Discussion
There was an element of deception in the experiment
Participants will be sent a copy of the report in which this will be revealled
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Conclusions
1. People consistently match personas to websites
2. They are not unduly influenced by the picture
3. These results hold equally well for web developers and non-experts