- Platform for Economic Inclusion
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- Design Handbook
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You've likely created a pool of persona candidates during your persona pattern [need to create a page for this and link] exercise. The next step is to determine which persona will be the primary target of your design. It is common to have a primary and secondary persona.
"The goal is to find a single persona from the set whose needs and goals can be completely and happily satisfied by a single interface without disenfranchising any of the other personas", About Face 2.0, Cooper, pg. 71. This persona is typically referred to as the primary persona. By definition, each primary persona requires their own user interface in a particular application. You know you have more than one primary persona when their needs cannot be met by the same interface. The fewer the number of primary personas the better. If you have more than 1 for a small project and more than 2 or 3 for a larger project, you may want to check-in about the scope of the project. The goal of using personas in the first place is keep us from designing for everyone (the system tries to do too much so does nothing well), which means we'll meet no ones needs.
It is also common to have a secondary persona. The secondary persona's goals and needs can mostly be met by focusing on the primary persona. However, there are a few needs specific to them that are not a priority for the primary persona. There may be small additions to the interface necessary to meet the needs of a secondary persona, but these additions should not negatively affect the experience of the primary persona.
After you have identified your pool of personas, you need decide who the product design will focus on. The activity of choosing primary and secondary personas can be challenging. After all, everyone is important. Many of us have found a persona mapping activity useful in forcing us to choose the most important personas and their priority. This activity was originally introduced to a Fluid designer through Menlo Innovations HTA practice.
The basic premise is to use a bullseye and small movable representations of your personas to spur discussion and a decision about who goes in the bullseye (primrary), who goes in the secondary ring and who is on the outside (tertiary or some of the "other persona types" describe below). This is meant to be a very interactive activity. All participants should be standing and moving persona cards around during the discussion. Including project stakeholders in the activity can be a great way to gain their buy in.
To create this map the designers drew the circles on a large sheet of easel paper and used index sized cards for each persona. The cards for the actual activity included a picture along with a brief bulleted list of description and goals.
Any of the persona categories above can be represented as a provisional persona.