1. Describe your experience of creating personas from different users’ 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?

As a group we chose to focus on the topic of supermarket shopping experiences. Firstly – in pairs – we interviewed each other with open-ended questions and focussed on personal demographics (i.e. age, sex, location), needs (i.e. where are you shopping, what do you usually buy and why?), frustrations (i.e. You said you find shopping labourious. Why?)and ideal experiences.

After the interview, we rejoined as a group and graphically displayed using semantic differential scales and star ratings to identify commonalities between us. We found that there was only a small variance in shopping frequency, shopping enjoyment, shopping values (i.e. cost, quality, variety) and shopping reasons (i.e. impulsivity, necessity and enjoyment). We were able to form a persona (i.e. a “Young Creative”) based on commonalities such as valuing sustainability and intolerance of waiting times.

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

Our final persona was slightly more general in nature than we would have liked as we struggled to formulate a backstory. By interviewing some more individuals for a bigger sample to increase the variance of response, we could more accurately identify whether there is more than one persona to represent.