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Creating Personas

Creating Personas. What are Personas?. “A social role or a character” Personas help you identify a major user group Created by a process of selecting the characteristics which are most representative of the target group(s). Why Personas?. Create a bridge between disciplines

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Creating Personas

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  1. Creating Personas

  2. What are Personas? “A social role or a character” • Personas help you identify a major user group • Created by a process of selecting the characteristics which are most representative of the target group(s)

  3. Why Personas? • Create a bridge between disciplines • Underpinned by high quality analysis • Accessible to creative professions • Create a consistent reference point for campaign development

  4. Meet ‘Motorway Man’

  5. The Analytical Foundation • 38% of the drivers were female • 64% of the drivers were of working age • 58% of recorded journey purposes were ‘commuting’.

  6. Building on the Analysis • MAST’s Integrated Portraiture • http://mast2.roadsafetyanalysis.org/wiki/ • Mosaic Interactive Guide • http://bit.ly/WxjHxF

  7. Summarising Types

  8. Malik & Dave Malik, Age 26 South Asian, probably Muslim Operator in food processing plant; 2nd job as Taxi driver • Dave, Age 32 • White British • Works in a distribution centre

  9. Malik & Dave • Malik lives with extended family & strong ethno-centric community ties • Malik lives in a cash economy • Spends lots of time on his phone • Dave lives with his partner, Lisa, who works as a carer – she has a son from a previous relationship • Dave spends time away from work watching TV.

  10. Malik & Dave • In a lower socio-economic class, they both find hard to cope on limited income and do their shopping in value supermarkets • Both own cars, though these are older vehicles with high mileage • Predominantly C2, D & E social groupings

  11. Sarah • Is a 37 year old, successful, married, working mother of two. • Sustaining a high mortgage on a nice property, in a time poor but active lifestyle. • Due to her position and ambitions, work can be consuming. • They are a car dependent family, too busy to shift to more sustainable modes • She is a daily internet user, predominantly at work; but also using the internet for product information and shopping.

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