Multidirectional knowledge extraction process for creating behavioral personas

  • Authors:
  • Andrey A. Masiero;Mayara G. Leite;Lucia Vilela Leite Filgueiras;Plinio Thomaz Aquino, Jr.

  • Affiliations:
  • Centro Universitário da FEI - Fundação, Educacional Inaciana Pe. Sabóia de Medeiros, S. Bernardo Campo -- SP -- Brasil;Centro Universitário da FEI - Fundação, Educacional Inaciana Pe. Sabóia de Medeiros, S. Bernardo Campo -- SP -- Brasil;Universidade de São Paulo, São Paulo -- SP -- Brasil;Centro Universitário da FEI - Fundação, Educacional Inaciana Pe. Sabóia de Medeiros, S. Bernardo Campo -- SP -- Brasil

  • Venue:
  • Proceedings of the 10th Brazilian Symposium on on Human Factors in Computing Systems and the 5th Latin American Conference on Human-Computer Interaction
  • Year:
  • 2011

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Abstract

The consideration of user aspects in the design of computer systems is vital to maintaining the quality of these products. The search for user information as to their interests, needs, and behaviors, requires actions that can be costly. However, the use of such information in an inefficient, inaccurate manner, without the formation of knowledge discourages the process of user-centered development. Interface designers need to collect information and consume it efficiently. One option for documenting and efficiently consuming the information from user research is to apply the technique of personas. The extraction of knowledge in databases is the selection and processing of data with the purpose of identifying new patterns, provide greater accuracy on known patterns, and model the real world. Thus, this work presents a multidirectional process of extracting knowledge for creating behavioral personas. The processes of data mining are performed and compared with variations allowing a real knowledge extraction in the creation of personas. The process is multidirectional being able to be applied in both directions for the composition of any kind of personas. The results of the work demonstrate the extraction of knowledge originating from demographic information to the construction of personas focusing on behavioral aspects.