The goal during this step

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During this step, it is very important to avoid generating stereotyped User Personas (users that have no relationship with the user's reality). Completely fictional stories of imaginary people based on little or no research add no value to the design process and, in fact, can be detrimental. Additionally, poorly constructed characters can easily undermine the credibility of this technique. Identify behavioral patterns from research data The next step is to analyze the research results . is to find patterns in the user research data that allow similar people to be grouped into user types.


There is a simple strategy suggested by Kim Goodwin ID Number List Once the research is complete, make a list of all the behavioral variables (that is, the ways in which users' behavior differs). Compare each interviewee (or real-life user attributes) to the appropriate set of variables. Identify trends (find a set of people who group into six or eight variables). These grouping tendencies will then form the basis of each person. Create personas and prioritize them Next, it's important to gather a character's descriptions around behavioral patterns.





The researcher's task here is to describe each person in a way that expresses enough understanding and empathy to understand the users. During this step, it is best to avoid the temptation to add too many personal details one or two strokes of personality can bring a character to life, but too many details will be distracting and make the character less credible as an analysis tool. Don Norman explains it this way “[the personas] just have to be realistic, not real, not even necessarily accurate (as long as they accurately characterize the user base).”