The book is divided into six sections...
Section 1: Setting the Stage is introductory section.
Section 2: Getting Ready contains two chapters. Chapter 1 provides the foundation element of personas and data-driven personas. Chapter 2 discusses getting your organization ready for personas, including techniques for stakeholder buy-in.
Section 3: Developing Data-Driven Personas contains three chapters. Chapter 3 discusses the data underlying data-driven personas. Chapter 4 discusses methods for creating data-driven personas. Chapter 5 presents a full-stack data-driven persona system.
Section 4: Using Data-Driven Personas contains three chapters. Chapter 6 discusses the implementation challenges of data-driven personas. Chapter 7 presents the common use cases for data-driven personas. Chapter 8 aligns data-driven personas with other methods.
Section 5: Evaluating Data-Driven Personas contains two chapters. Chapter 9 is evaluating and showing value from data-driven personas. Chapter 10 compares and contrasts the three major approaches for persona creation.
Section 6: Data-Driven Personas and the Future contains the Conclusion chapter that finishes up the book with trends and the grand challenges for data-driven personas.
Along with specific topical content, each chapter includes about a half dozen or so questions for further discussion, assignment, or contemplation concerning the chapter’s content. We see these as excellent for data driven personas workshops within organizations, classroom discussions or exams, and guiding thoughts for
research collaboration
Section 2: Getting Ready contains two chapters. Chapter 1 provides the foundation element of personas and data-driven personas. Chapter 2 discusses getting your organization ready for personas, including techniques for stakeholder buy-in.
Section 3: Developing Data-Driven Personas contains three chapters. Chapter 3 discusses the data underlying data-driven personas. Chapter 4 discusses methods for creating data-driven personas. Chapter 5 presents a full-stack data-driven persona system.
Section 4: Using Data-Driven Personas contains three chapters. Chapter 6 discusses the implementation challenges of data-driven personas. Chapter 7 presents the common use cases for data-driven personas. Chapter 8 aligns data-driven personas with other methods.
Section 5: Evaluating Data-Driven Personas contains two chapters. Chapter 9 is evaluating and showing value from data-driven personas. Chapter 10 compares and contrasts the three major approaches for persona creation.
Section 6: Data-Driven Personas and the Future contains the Conclusion chapter that finishes up the book with trends and the grand challenges for data-driven personas.
Along with specific topical content, each chapter includes about a half dozen or so questions for further discussion, assignment, or contemplation concerning the chapter’s content. We see these as excellent for data driven personas workshops within organizations, classroom discussions or exams, and guiding thoughts for
research collaboration
The book ends with three appendices helpful for the practitioner, the teacher, or the researcher:
- Appendix A: Survey Questions for Persona Perception Scale is a data collection instrument for evaluating data-driven personas.
- Appendix B: User Interview Questions contains typical questions useful for customer insight and data-driven persona development.
- Appendix C: Evaluation of Elements in a Variety of Persona Tools presents the elements that are common or not in a variety of persona development approaches.
Table of Contents
The book is comprised of 12 chapters (10 content chapters, plus an introduction and conclusion chapter) divided into 6 themed sections.
SECTION 1: Setting the Stage
Introduction
SECTION 2: Getting Ready
Chapter 1: The Data-Driven Persona Revolution
Chapter 2: Getting Your Organization Data-Driven Persona Ready
SECTION 3 Developing Data-Driven Personas
Chapter 3: Getting Meaningful Data
Chapter 4: Creating Data-Driven Personas
Chapter 5: Data-Driven Personas as Interfaces to Persona Analytics System
SECTION 4: Using Data-Driven Personas
Chapter 6: Challenges of Applying Data-Driven Persona Development
Chapter 7: Use Cases for Data-Driven Personas
Chapter 8: Data-Driven Personas With Other User Centered Methods
SECTION 5: Evaluating Data-Driven Personas and Appropriate Persona Methods
Chapter 9: Evaluating Data-Driven Personas
Chapter 10: Selecting the Appropriate Persona Creation Method
SECTION 6: Data-Driven Personas and the Road Ahead
Conclusion: Grand Challenges of Data-Driven Personas
Appendix A: Persona Perception Scale Items
Appendix B: User Interview Questions for Persona Data Collection
Appendix C: Persona Profile Attribute Comparison
Glossary
Afterword
Authors’ Biographies