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This article explores the power of personas in improving the user journey through design. It discusses the needs of different user types - Inquiring Citizens, Information Foragers, and Expert Analysts - and how to design visually engaging and reliable data summaries for them. The article also discusses the importance of focusing on the user and making information shareable.
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Improving the user journey through design Ian Polanowski ian.polanowski@hse.gov.uk
The power of the persona • Inquiring Citizens – Search for the unbiased ‘truth’ about topics raised by the media and political parties. They want simply-worded, visually engaging summaries, charts and infographics. • Information Foragers – They look for data to make practical, strategic business decisions so want high level summaries, narratives and charts. They don’t know exactly what to search for, until they come to it. • Expert Analysts – They download data for their own statistical models to create bespoke datasets. They know exactly what they want and can be frustrated by not being able to find it quickly. They need reliable, high quality data to feel confident in their own analyses.
The power of the persona • Inquiring Citizens – Search for the unbiased ‘truth’ about topics raised by the media and political parties. They want simply-worded, visually engaging summaries, charts and infographics. • Information Foragers – They look for data to make practical, strategic business decisions so want high level summaries, narratives and charts. They don’t know exactly what to search for, until they come to it. • Expert Analysts – They download data for their own statistical models to create bespoke datasets. They know exactly what they want and can be frustrated by not being able to find it quickly. They need reliable, high quality data to feel confident in their own analyses.
The power of the persona • Inquiring Citizens – Search for the unbiased ‘truth’ about topics raised by the media and political parties. They want simply-worded, visually engaging summaries, charts and infographics. • Information Foragers – They look for data to make practical, strategic business decisions so want high level summaries, narratives and charts. They don’t know exactly what to search for, until they come to it. • Expert Analysts – They download data for their own statistical models to create bespoke datasets. They know exactly what they want and can be frustrated by not being able to find it quickly. They need reliable, high quality data to feel confident in their own analyses.
Concluding thoughts • By building your design around the user you end up with a more effective and impactful product • That statistical storytelling is improved by focusing on one element at a time • Consider how your audience might use and share your content
Thank you Ian Polanowski ian.polanowski@hse.gov.uk
