project type: experiment and research project
Year: 2012

The Case

In this project I worked together with Digitaliseringsstyrelsen exploring new ways to communicate and distribute the personas for to search for new ways to create empathy for the user in the design process. Through an experiment with the personas and scenarios methods and the use of video and professional actors I explored new ways of communicating the persona description. In the videos the actors let the personas become alive and we see them in their own settings.

My Role

Idea and concept for video personas, writing storyboard and directing the scenes using a combination of improvised acting and design scenarios.


The Video Persona – Amina
Amina prefers personal contact instead of the computer. She often gets insecure if she is doing it right and experience misunderstandings with the danish language. 

The Video Persona – Claus
Claus is familiar with digital self-service and prefers to get things done from the computer if possible. But he often gets insecure about if he has done it the right way and have to double check everything.

The Outcome

The study based on this experiment suggests that video personas can work as a supplement to the written persona descriptions, but should not be seen as a replacement. By showing us walking and talking personas they can add another dimension of engagement. Through the actor we experience the scenario, by seeing their emotions and reactions and gain a deeper understanding of how it is to be in their shoes. Further the scenarios can provoke a discussion by raising the stakes and making the problems tangible by seeing them played out in flesh and blood.

For the video personas to be able to create real empathy for the user they must be convincing regarding trustworthy actors, persona descriptions based on valid data and a solid narrative with rich details.

You can read the full report on the study here (in danish): VideoPersonas_LineMulvad