Personas- Practice and theory


This articles talks about my reflections on ‘Personas- Practice and theory’ by John Pruitt and Jonathan Grudin. The authors emphasize the importance of Personas– the character or the role of the user, while developing a user centered product. They illustrate it through the design and exploration process they followed for Microsoft’s MSN browser project.

It’s rare to see products developed for humans which create delightful experiences. Most of the products are not designed keeping in mind user’s preferences, which becomes a great deal of frustration to the user. To avoid such problems and enhance user’s productivity and experience, it’s recommended to use Personas in the product’s design process. They play a crucial role in meeting the user’s goals and expectation. As described by the authors in the MSN project, the personas are the representation of your target audience. When incorporated in the design process correctly, they can:
-be a good starting point for the interface designers in designing effective product wireframes, interactions and behaviors
-aid the usability experts in assessing the product through the lens of the target audience
-help developers in deciding the frameworks/approaches to implement based on user’s behavior
-help the marketing team to create targeted campaigns, ads and
-deliver more engaging and delightful experiences for the users.
Although Personas can serve as a valuable asset in deciding the success of the product, it can also lower the its quality due to:
-the incorrect/incomplete user behaviors
-poorly communicated facts in the artifact and
-limiting it to fewer users and not considering the majority of the target audience.


Thanks for stopping by and reading! 🙂