Fast and Rigorous User Personas
There is a belief in the UX community that user personas can be either fast or rigorous, but not both. We present a fast and rigorous method based on cluster analysis of surveyed user traits (e.g. behaviors, attitudes). First, we build a survey to measure the space of user traits. Second, we submit the survey data to factor analysis to find groups of correlated traits. Third, we submit the factor scores to cluster analysis to identify groups of users who have similar traits. We demonstrate the method in the context of developing car shopper personas. We suggest best practices for building a meaningful survey, interpreting the factors, optimizing the clusters, and visualizing the results.
Presenters
Eric Taylor
Data Scientist & Researcher
Rackspace
Currently a data scientist at Rackspace, I have over 10 years experience in data science and behavioral research. I earned my PhD in Cognitive Psychology, with a focus on learning and reasoning. I’...
Show the restStefania Mereu
VP of Research
Vast
I am a User Experience (UX) Researcher, Strategist, Evangelist & Data Visualization addict. Currently Vice President of Research at CarStory.