Using personas to improve feature selectivity by facilitating empathy

Abstract

This paper examines how the target users should be represented to improve the feature selectivity of designers. Specifically, this research investigates the utility of personas, a method for representing user needs through the use of a vivid, fictional character. We examine whether the persona representation helps designers focus their design choices on the needs of the target users without introducing extraneous features. We also test the role of empathy in the effectiveness of personas. In two experimental studies, we find support that a persona representation that facilitates empathy can help designers focus their design inferences on the target users. Taken as a whole, this research presents an initial step toward validating the impact of the personas and identifying factors that influence their utility.