Personas for product development

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Why Personas?[edit]

The Wikimedia Design Research team is working on a set of building a set of personas as a tool for product development. The purpose of these personas is to expand the type of users the Wikimedia Foundation design and build for. Having a particular persona to design and build for helps teams focus on that user's need/s, and can save time by avoiding back and forth conversations about what "the user" wants or needs. Also, focusing a release on a specific persona's needs and a specified set of functionality can potentially streamline product development, and support high quality releases.

How are Pragmatic Personas different than Personas?[edit]

Pragmatic personas are a set of personas built quickly from what we (the team building these pragmatic personas) know (self report surveys, academic research, and quantitative data) and being honest about what we don't. The benefit of pragmatic personas is that they can be created more quickly than personas based on persona research (qualitative research triangulated with any segmentation that is available). Some product teams at WMF have started using the pragmatic personas in product development while the Design Research team is doing deeper persona research to develop a more solid set of personas based on primary persona research. We (the team building personas) will learn more about what is useful for our teams in personas, and how best to use them as we go.

New personas from research in Nigeria and India[edit]

The Design Research team, Global Partnerships, Communications and the Reading team have partnered to implement two contextual inquiries (one in Nigeria and one in India). These new personas are directly from that research. Their design is not consistent with the pragmatic personas we already have (See Sandra, Michelle, etc. below), so we are working to create consistency in this set of personas.

A set of personas developed as a result of contextual inquiries in Nigeria and India. These personas are a second draft, and are intended to broaden the understanding of the context, goals and motivations of the users we build solutions for at Wikimedia Foundation.

Using personas[edit]

Sandra - Casual Reader Pragmatic Persona.pdf

The personas on this page are complete and ready to use. Choose a primary persona for the product task or other functionality that you are creating concepts for, building or testing. Create user stories about a persona to be able to exercise the functionality without actually changing the basic persona. Also choose a secondary persona. The secondary persona should be someone that is not necessarily using the functionality that you are building or investigating (the feed) but may be somehow impacted by it. The primary persona is the one to focus mainly on, but also keep the secondary persona in mind as you move forward. If you have questions or thoughts, experiences with using personas (annoying, bad or good) let's talk about it on the discussion page.

a pragmatic persona to help design and develop user facing functionality for active readers of wikipedia
a pragmatic persona to help design and develop user facing functionality for new editors of wikipedia
a pragmatic persona to help design and develop user facing functionality for active editors of wikipedia
a pragmatic persona to help design and develop user facing functionality for power editors of wikipedia
a pragmatic persona to help design and develop user facing functionality for vandals on wikipedia