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Persona Development in the Public Domain?

Challenges to tackle

Auteur(s) Amber Ronteltap; Sandra Bukman; Martha Jonge, de ; Erik Roscam Abbing
Publicatiedatum 2018
Publicatietype Conferentiebijdrage
Kenniscentrum Hogeschool Utrecht, Kenniscentrum Economisch Sterke en Creatieve Stad
Lectoraat Crossmediale Communicatie in het Publieke Domein
Samenvatting How to create personas to improve designs for behaviour change strategies in the public domain? Three recent cases illustrate lessons learnt and challenges encountered during persona development in the public domain. Personas were helpful to gain insight into diversity within a target group, to create empathy for its members, and to have a shared understanding when communicating about them. The main challenges encountered were 1) capturing complex behaviour with personas, as the behaviours involved were variable over time, the (legislative) environment in motion, and the target groups diverse; 2) finding the right balance between intuitive vs. evidence-based decision-making, a process we coined “taking a responsible leap of faith”; and 3) transferring personas to third parties, as free sharing of insights and tools is common in the public domain. Validation plays an important role in personas’ transferability. We call for all involved researchers to share experiences with using the persona methodology in the public domain, in order to tackle the challenges, and to create a more standardised way of developing personas.
Trefwoorden personas, public domain, behaviour change, methodology
Taal Engels
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Gepubliceerd in Proceedings of DRS 2018
Jaargang/Volume 2018 nr. 5
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