Cooperation: center for persona research and – application
YEAR: 2015

The case
Bankdata needed help to update their existing persona descriptions and inspiration for how to use them in their existing development projects. This resulted in an experiment with new ways of implementing personas in an agile development process in online banking projects using video personas.

My role
Based on qualitative interviews with end users I helped Bankdata create more rich and believable persona descriptions. Following I produced a video portrait of one of Bankdatas personas. The video was made with assistance from a professional video producer and an actor who played the persona. The video shows us a walking and talking persona and can there by add another dimension of engagement and empathy. Read more about my experiments with video personas.

The video persona Anna (in danish)

The persona Anna represents a private user of online banking. She is a modern woman who is busy juggling with both a career and a 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. 

The workshop
Finally I facilitated a workshop were the project team was introduced to how to work with personas through scenarios as a method for testing and idea generating solutions on an early state.

Insights and outcome
The project was following used as a case for a study analyzing how personas can support a change from a system-oriented to a user-oriented perspective, by being put into use through scenarios based on stories about the persona using the IT system.

The study 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 an incremental approach (Mulvad, 2015).