Developing and Validating Personas in e-Commerce: A Heuristic Approach

Authors:
Volker Thoma;Bryn Williams
Affiliations:
University of East London, London E15 4LZ;Betfair Limited, London W6 9HP
Venue:
INTERACT '09 Proceedings of the 12th IFIP TC 13 International Conference on Human-Computer Interaction: Part II
Year:
2009

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Abstract

A multi-method persona development process in a large e-commerce business is described. Personas are fictional representations of customers that describe typical user attributes to facilitate a user-centered approach in interaction design. In the current project persona attributes were derived from various data sources, such as stakeholder interviews, user tests and interviews, data mining, customer surveys, and ethnographic (direct observation, diary studies) research. The heuristic approach of using these data sources conjointly allowed for an early validation of relevant persona dimensions.