Describe your experience of creating personas from different user’s perspectives gathered in the interview data. Was there enough commonality between the 4 people interviewed to form a coherent persona? Or did it make more sense to create a second different persona?

In terms of determining a persona gathered from different user’s perspectives – our group of 4 sought to create a persona based on someone who catches public transport. The persona our group created – someone who catches public transport less than once a week, outside of peak hour times and has a generally positive attitude to the public transport system and the technologies associated with it (use of an app detailing arrival at stop times as well as an efficient card-based payment system, enhancing efficiency and avoiding payment transaction delays). This persona would generally be seen in the minority and I don’t think would form the basis of any user-centred design strategy.

From our findings it could be determined that overall satisfaction and specific behavioural variables relate to the frequency of public transport use, the distance travelled and traffic congestion that is associated with it, the regularity and scope of hours of operation for bus services and the dependence on public transport as a primary source of transit (or the luxury of having alternative means of travel).

The more dependant/frequent the user of public transport, the more susceptible to the frustrations associated with utilising the service. The more infrequent and less dependent on public transport use in peak hour times, the more positive the experience.

Our group of 4 did not have an overall coherence, in fact members seemed to be located on opposite sides of the ‘behavioural variables’ graphs that we created from our findings. It did make sense to create a second persona (in fact a third persona would also have been needed).

Do you think your final persona(s) was successful in generating empathy with users? What would you change to make it better?

Overall, the creation of a persona that is successful in generating empathy with users requires many more user profiles (I would suggest around 10 or more) to allow the law of averages to place the behavioural variables based on the different user-profiles in a more consistent range on the various graphs created. Personas are a great way to develop empathy with potential users in developing design solutions created for specific outcomes and demographic targets.

Our final persona, was I think successful in generating empathy with users nonetheless. The final persona was an amalgam of the 4 different user profiles from within the group: we present Lisa Turner. Lisa is dependent on catching public transport from the outer suburbs of Sydney, has a busy lifestyle with work and family balance and uses public transport for it’s reliability and the fact that using a car on the congested roads and the prohibitive cost of parking in the city makes the use of public transport more attractive, despite the consistent associated frustrations with the service.