Video Personas for BankData

As part of my Master thesis I did a collaboration with Bankdata experimenting with new ways of implementing personas in an agile development proces. Based on qualitative interviews with a group of end users I helped Bandata create more rich and believable persona descriptions. Following I produced a video portrait of one of Bankdatas personas from a script based on the new description. The video was made with a assistance from a professional video producer and an actor who played the persona. Finally the video was tested on a full day workshop with a project team working with developing new online banking solutions. I facilitated the workshop were the project team was introduced to how to work with personas through scenarios as a method for testing and idea generating solutions.

The study based on this project concludes that persona-scenarios can support a shift in mind-set towards a more user-oriented perspective. This happens in the very process of developing a narrative. Understanding and including the basic narrative elements character, setting, goal and conflict are especially helpful for placing the user’s needs in the centre, and placing the system within the user’s context. The narrative design approach was also found to support explorative design thinking rather than incremental (Line Mulvad).

Anna

The persona Anna represents a private user of online banking (she is one out of six personas). She is a modern woman who is busy joggeling with both a carrier and family with three kids. She is a fan of digital self service, because it enables her to get things done herself when ever and where ever she has the time. She is familiar with all devices: computer, lap top, tablet and smart phone and expects that they are all capable of the same things. She likes simple, intelligent and easy solutions and is not really concerned about security issues.