10 Steps to Personas Based on the method “Engaging Personas and Narrative Scenarios" by Ph.D. Lene Nielsen. personas poster The poster 10 Steps to Personas are now translated into several languages. You can download a low resolution version of the poster here. Personas are fictional characters created to represent the different user types within a targeted demographic that might use a site or product.


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10 Steps to Personas

Personas are an efficient design tool because of our cognitive ability to use fragmented and incomplete knowledge 10 steps to personas form a complete vision of the people who surround us.

With personas, this ability comes into play in the design process, and 10 steps to personas advantage is that a greater sense of involvement and a better understanding of reality will be created. Through an understanding of characters and stories, it is possible to create a vivid and realistic description of fictitious people.

The purpose of the engaging perspective is to move from designers seeing the user as a stereotype with whom they are unable to identify and whose life they cannot envision, to designers actively involving themselves in the lives of the personas.

10 Steps to Personas - AdesBlog

The other persona perspectives are criticized for causing a risk of stereotypical descriptions by not looking at the whole person, but instead focusing only on behaviour Nielsen, ;Nielsen, ; Nielsen The starting point for the engaging perspective 10 steps to personas the way we as humans interact with other people.

We experience specific meetings in time and place. We mirror ourselves in the people we meet.

And we experience others as both identical to and different from ourselves. Also, we experience relationships that are not specific and where the person we meet is anonymous and represents a type.

Here, we use our experiences to understand the person and to predict what actions he or she will perform. If the designers see the users as stereotypical representations, they mould a mental image 10 steps to personas the users together with a number of 10 steps to personas and automated acts.

These representations prevent insight into the unique situation of the users and reduce the value of the scenario as a tool to investigate and describe future solutions.

10 Steps to Personas

10 steps to personas An engaging description requires a broad knowledge of the users, and data should include information about the social backgrounds of the users, their psychological characteristics, and their emotional relationship with the focus area. The persona descriptions balance data and knowledge about real applications and fictitious information that is intended to evoke empathy.

This way, the persona method is a defence against automated thinking. Extreme characters help to generate design insights and explore the edges of 10 steps to personas design space Djajadiningrat et al, They give an organization a starting point from which to begin evaluating its products and to come up with some early design hypotheses Gothelf, These personas have spurred discussions about validity and value see e.

When does a Persona stop being a Persona and Assumption 10 steps to personas help overcome hurdles. Quantitative data driven personas are extracted from natural groupings in quantitative data: User archetypes as personas are similar to personas, but more generic, usually defined by role or position: Finally Marketing personas are created for marketing reasons and not to support design.

Because the persona descriptions have fictitious elements, some find it difficult to see the relationship with real users and the way that the data used is collected and analysed.

10 steps to personas

Furthermore, the fictitious elements apparently prevent the method from being regarded as scientific, as one of the criteria for a scientific method is that the study must be reproducible. This critique is based on an objectivistic scientific paradigm where science consists of statements that can be verified.

In contrast to this is the interpretative paradigm where science is understood as the object of continual clarification and discussion Kvale, The persona 10 steps to personas is as such qualitative; deep knowledge of user needsattitudes, and behaviour is gathered using qualitative methods.

Thus this criticism can be disproven as the critics having misunderstood the starting point of 10 steps to personas method.

  • Personas | The Encyclopedia of Human-Computer Interaction, 2nd Ed.
  • 10 steps to Personas | DESIGN THINKING | method
  • The Encyclopedia of Human-Computer Interaction, 2nd Ed.
  • 10 steps to personas

The method has additionally been criticized for not being able to describe actual people as it only depicts characteristics. Yet another objection is that the method does not take into consideration internal politics, and that this can lead to limited use.

Lately, the 10 steps to personas has been refuted, as can be seen in the suggested 10 steps to personas that involve the organisation in as many steps as possible. In the design process, we begin to imagine how the product is to work and look before any sketch is made or any features described.


If the design team members have a number of persona descriptions in front of them while designing, the personas will help them maintain the perspective of the users.

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