Personas and User Experience Mapping

Personas (UX)

SAURO, J. 2012. 7 Core Ideas About Personas And The User Experience [Online]. Measuring Usability. Available: [Accessed 11 Oct. 2015]

There is a article which clearly presents the key points about the personas.

  • What is a persona?

When it comes to User Experience (UX), a persona takes on a specific meaning. “In user-centered design and marketing, personas are fictional characters created to represent the different user types that might use a site, brand, or product in a similar way (William et al.2010).”
A user persona is a representation of the goals and behavior of a hypothesized group of users. In most cases, personas are synthesized from data collected from interviews with users. They are captured in 1–2-page descriptions that include behavior patterns, goals, skills, attitudes, and the environment, with a few fictional personal details to make the persona a realistic character. For each product, more than one persona is usually created, but one persona should always be the primary focus for the design.(From: wikipedia

  • What are the core ideas about personas?
  1. Personas predate UX Research
  2. Persona is not a hypothetical customer
  3. A person Customer
  4. Personas answer specific questions
  5. Personas provide benefit for UX research
  6. Don’t overdo persona process
  7. Opinions are good, motivition is better
  • What dose the persona look like?
UX Lady » DIY User Personas Comments Feed

User Experience Mapping

ADAPTIVE PATH. 2013. Guide to Experience Mapping [Online]. Adaptive Path. Available: [Accessed 14 Sept 2014].

Here is another reading source to help us to create a good experience for users – the User Experience Mapping. I think this method will usually be used at the very begining of the design process, because the map will finally guide us to find the oppotunities and user needs.

  • What is user experience mapping?

Experience mapping is a strategic process of capturing and communicating complex customer interactions. The activity of mapping builds knowledge and consensus across your organization, and the map helps build seamless customer experiences (Patrick, 2013).

  • What is the value proposition?
  1. Creat a share frame of reference
  2. Build knowledge across channels
  3. Identify opportunity
  4. Distribute key customer insights
  5. For further organizational evolution
  • What is the four-step process of experience mapping?
  • The Building Blocks:

       Doing / Thinking / Feeling  +  Place / Time / Dvices / Relationship…

  • Quantitative Data
  • Qualitative Data
  • Workshop:
  1. Set the context
  2. Organize yourselves
  3. Deconstruct
  4. Stage
  5. Constract
  6. Shape
  • Make a rough map
  • Hierarchy:
  1. Have a point of view
  2. Consider your audience
  3. Design for impact
  • Sketching your story
  • Embracing Complexity
  • Insignts to Action
  • Uncharterd Territories
  • What dose the experience mapping look like?
The Anatomy of an Experience Map | Adaptive Path adaptivepath.org3456 × 2592按图片搜索 Rail Europe experience
Exploratorium: Mapping the Experience of Experiments | Adaptive Path 2550 × 1650
Exploratorium: Mapping the Experience of Experiments | Adaptive Path 2550 × 1650


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