The first thing most of us designers are taught is the concept of personas and the necessity of them when it comes to UX and product design. However, knowing is different from applying and it can be difficult to know where to begin when we’re asked to create these personas.

我們大多數設計師都從中學到的第一件事是角色角色的概念，以及UX和產品設計中角色角色的必要性。 但是，知道與申請不同，當我們被要求創建這些角色時，可能很難知道從哪里開始。

This step-by-step guide will take you through the process of persona creation, using a case study I recently concluded, and hopefully aid you in creating your personas.

本循序漸進指南將使用我最近完成的案例研究 ，引導您完成角色創建的過程，并希望可以幫助您創建角色。

The creation process outlined here is adapted from a 7-step guideline provided by Alan Cooper in his book About Face 3: The Essentials of Interaction Design (2007). I highly recommend that you check out his book and especially his chapter on personas for a more detailed look at personas and persona creation.

本文概述的創建過程是根據Alan Cooper在他的《 關于面Kong3：交互設計的本質》(2007)一書中提供的7個步驟的指南進行的。 我強烈建議您閱讀他的書，尤其是他關于角色的章節，以更詳細地了解角色和角色創建。

大綱 (Outline)

• What are personas?

  什么是角色？

• Why are personas important?

  為什么角色很重要？

• 3 steps to persona creation

  創建角色的3個步驟

什么是角色？ (What Are Personas?)

Personas are user archetypes for a product or set of tools within a product. As archetypes, personas do not represent singular users but are representatives of a group of users that share similar behaviors, goals, and needs.

角色是產品或產品中工具集的用戶原型 。 作為原型， 角色不代表單個用戶，而是代表一組具有相似行為，目標和需求的用戶。

In most cases, personas are developed from the information gathered through interviews with users or target users. They consist of 1 to 2-page descriptions of behaviors, goals, frustrations, skills, and environment. There will usually be 2–5 personas for a product or set of tools within a product and one persona will typically be the primary focus of the designs.

在大多數情況下，角色是從通過與用戶或目標用戶的訪談中收集的信息中發展而來的。 它們由1到2頁的行為，目標，挫敗感，技能和環境描述組成。 一個產品或產品中的一組工具通常會有2–5個角色，而一個角色通常是設計的主要重點。

為什么角色很重要？ (Why Are Personas Important?)

You can not design an effective product without a deep understanding of the user or the target audience. Personas help in building empathy and understanding of the users you’re designing for. This allows you to identify with users and be an advocate for them when making design decisions. This can help you to avoid unfocused designs or self-referential designs (designing for yourself) that can lead to loss of profit, customer/user confidence in your product and/or company, and possibly even injury or loss of life.

沒有對用戶或目標受眾的深入了解，您就無法設計出有效的產品。 角色有助于建立同理心和了解您要為其設計的用戶。 這使您可以與用戶標識并在制定設計決策時成為用戶的擁護者。 這可以幫助您避免注意力不集中的設計或自我參考的設計(自行設計)，這些設計或設計會導致利潤損失，客戶/用戶對您的產品和/或公司的信心，甚至可能造成傷害或生命損失。

創建角色的3個步驟 (3 Steps to Persona Creation)

1. Collect & Organize Data/Information
   收集和整理數據/信息
2. Identify Patterns
   識別模式
3. Make it Complete
   完成它

To describe the different steps of persona creation I am going to go through how I created personas for a case study I recently concluded. The case study was a design for a mobile and web application that would help personal fitness trainers keep track of their clients, manage their client’s needs, and run their business.

為了描述角色創建的不同步驟，我將介紹如何為最近結束的案例研究創建角色。 案例研究是針對移動和Web應用程序的設計，該應用程序將幫助私人健身教練跟蹤客戶，管理客戶的需求并開展業務。

步驟1：收集和整理數據/信息 (Step 1: Collect & Organize Data/Information)

So this first step is really about learning and collecting information about your users through interviews.

因此，第一步實際上是關于通過訪談學習和收集有關用戶的信息。

1.1 Ad-Hoc Personas

1.1臨時角色

However, when I did this step before I even started interviewing, I created ad-hoc personas (i.e., provisional personas), to quickly get an understanding of my users and to prepare my line of questioning for the interviews. You don’t have to do this in your projects but I did to get an understanding of the product domain.

但是，當我在開始面試之前執行此步驟時，我創建了臨時角色(即臨時角色)，以快速了解我的用戶并為面試做好準備。 您不必在您的項目中執行此操作，但是我確實是要了解產品領域的。

The process I took to create the ad-hoc personas was I researched personal trainers and the type of users that use personal trainer apps. I looked through the reviews and comment sections of existing personal trainer apps to get a basic understanding of goals and frustrations based on what worked and didn’t work. I also perused personal trainer and fitness forums to form an understanding of the kind of people that would use a personal trainer app. After my research, I came up with the four groups of users I hypothesized would use the app: a virtual trainer, an in-person private trainer, an inexperienced client, an experienced client.

我創建臨時角色的過程是研究私人教練和使用私人教練應用程序的用戶類型。 我瀏覽了現有私人教練應用程序的評論和評論部分，以基于有效和無效的條件對目標和挫敗感有了基本的了解。 我還細讀了私人教練和健身論壇，以了解使用私人教練應用程序的人群。 經過研究，我得出了我認為可以使用該應用程序的四組用戶：虛擬培訓師，面對面的私人培訓師，經驗不足的客戶，經驗豐富的客戶。

It is recommended that when creating ad-hoc personas you include images to start building that connection and empathy to your users. However, the images you select should be sketches or non-specific illustrations (if you’re not a great artist like me). Even though your ad-hoc personas are based on some research, they are not based on direct data gathered through interviews of the exact users of your product. Likewise, the description of your personas should not be very specific.

建議在創建臨時角色時，包括圖像以開始建立對用戶的聯系和同情。 但是，您選擇的圖像應該是草圖或非特定的插圖(如果您不是像我這樣的偉大藝術家)。 即使您的臨時角色是基于某些研究的， 他們也不是基于對您產品的確切用戶的采訪中收集的直接數據 。 同樣，您的角色描述也不應太具體。

1.2 Interviews

1.2面試

To get trainers to interview I went to my local gym and spoke with a manager about interviewing some of his trainers. I didn’t go too much into detail about my project but I told him that I would be asking the trainers questions relating to their day-to-day process and how they interacted with clients in a digital medium. I was also referred to additional trainers from the trainers I interviewed at my local gym.

為了讓培訓師進行面試，我去了當地的體育館，并與一位經理談了采訪他的一些培訓師的問題。 我沒有對我的項目進行過多的詳細介紹，但我告訴他，我將向培訓師詢問有關他們的日常流程以及他們如何與數字媒體互動的問題。 我還從當地體育館接受采訪的培訓人員中轉介到其他培訓人員。

On the day of the interviews, I met the trainers at their respective gyms and was able to interview them in their environment. I would have liked to shadow them as they interacted with a few clients but due to privacy reasons, this was not possible. Ideally, for interviews, you want to conduct something that’s called an ethnographic interview where you interview the interviewee in the environment that they use the product in and shadow or spend the day watching them interact with the product in real-time.

在采訪的那天，我在各自的體育館會見了培訓師，并能夠在他們的環境中采訪他們。 當他們與一些客戶互動時，我希望遮蔽他們，但是由于隱私原因，這是不可能的。 理想情況下，對于訪談而言，您想要進行一種人種學訪談，即在被訪者使用產品并對其進行遮蔽或花一天時間觀察他們與產品進行實時交互的環境中采訪被訪者。

The interviews were semi-structured, meaning that I did come with a preset list of questions, but I allowed the conversations to flow based on the responses and comments that the trainers made. I also made sure to record the conversations using recording software on my computer. Recording conversations allows you to go back and review the conversations for important information.

訪談是半結構化的，這意味著我確實附帶了預設的問題列表，但是我允許對話基于培訓者的回答和評論而進行。 我還確保使用計算機上的錄制軟件錄制對話。 記錄對話可讓您返回并查看對話以獲取重要信息。

Immediately after the interviews, I jotted down any notes concerning attitudes, goals, or frustrations that were expressed by the interviewees. You want to do this immediately after since your observations are still fresh in your mind and they may not be captured during recordings. Also, all interviews should be transcribed, either the same day or a few days later, to make searching for quotes and information quicker and easier.

訪談結束后，我立即記下了受訪者表達的有關態度，目標或挫敗感的任何筆記 。 您想在之后立即執行此操作，因為您的觀察仍然記憶猶新，并且在錄制過程中可能不會捕獲它們。 另外， 應在同一天或幾天后抄錄所有采訪記錄 ，以更快，更輕松地搜索報價和信息。

步驟2：找出模式 (Step 2: Identify Patterns)

After you’ve collected your information, the next steps involve using that information to create your personas. This first begins by identifying behavior patterns among your interviewees.

收集信息后，接下來的步驟涉及使用該信息來創建您的角色。 首先，從確定受訪者的行為模式開始。

2.1 Behavior Variables

2.1行為變量

To identify these patterns, you want to meticulously go through your notes and transcripts and pull out any instances where the interviewee expresses a set of behavioral variables. Alan Cooper describes these variables as:

為了識別這些模式，您需要仔細地瀏覽筆記和筆錄，并提取出受訪者表達一系列行為變量的所有實例。 艾倫·庫珀(Alan Cooper)將這些變量描述為：

Activities — What the user does; frequency and volume

活動-用戶的行為； 頻率和音量

Attitudes — How the user thinks about the product domain and technology

態度-用戶對產品領域和技術的看法

Aptitudes — What education and training the user has; capability to learn

能力-用戶接受了哪些教育和培訓； 學習能力

Motivations (i.e.; Goals) — Why the user is engaged in the product domain

動機(即目標)-用戶參與產品領域的原因

Skills — User capabilities related to the product domain and technology

技能-與產品領域和技術相關的用戶功能

For my case study, I was able to identify 13 variables. It’s important to keep in mind that every project will vary so the number of variables under each category will also vary.

對于我的案例研究，我能夠識別出13個變量。 重要的是要記住，每個項目都會有所不同，因此每個類別下的變量數量也會有所不同。

2.2 Map Variables

2.2映射變量

After identifying the behavior patterns for each interview subject, you want to map each interviewee against each variable. I want to point out that some of these variables might represent behaviors on a spectrum. For example, in my project, experienced trainer to inexperienced trainer. Or the variables might be more definite choices. Such as manual tracking vs digital tracking. It doesn’t matter the precise point that subjects are mapped to but more so their placement in relation to other subjects. You ultimately want to arrive at an accurate representation of subject clusters for each variable.

在確定每個采訪對象的行為模式之后，您想要針對每個變量映射每個受訪者。 我想指出的是，其中一些變量可能表示頻譜上的行為。 例如，在我的項目中，經驗豐富的培訓師到經驗不足的培訓師。 或者變量可能是更確定的選擇。 例如手動跟蹤與數字跟蹤。 主題被映射到的精確點無關緊要，更重要的是它們相對于其他主題的位置。 您最終希望獲得每個變量的主題簇的準確表示。

Once the mapping is complete you want to look for clusters that occur across multiple ranges. Depending on how many variables you identify, similar clusters across 5 or more variables will likely signify a significant behavior pattern that will form the basis of a single persona.

映射完成后，您要查找跨多個范圍的群集。 根據您識別的變量數量， 跨越5個或更多變量的相似集群可能表示一個重要的行為模式 ，該行為模式將構成單個角色的基礎。

I need to point out that correlation does not imply causation. Just because behaviors cluster together does not mean that there is a valid pattern. While you’re identifying patterns make sure to keep this in mind and only highlight those patterns that have a valid connection.

我需要指出， 相關性并不意味著因果關系。 僅僅因為行為聚集在一起并不意味著存在有效的模式。 在確定模式時，請務必牢記這一點，并僅突出顯示具有有效連接的那些模式。

步驟3：完成 (Step 3: Make it Complete)

3.1 Synthesize Characteristics

3.1綜合特征

For each significant behavior pattern, go through your notes and synthesize the information concerning those cluster subjects. Briefly jot down characteristics relating to goals, frustrations or pain points, the use environment, and other relevant information that would relate to the eventual product use. Also, name your personas using an alliteration format that relates to the type of user your personas is. For example, Chrystal the Corporate Trainer and Paul the Private Trainer. Alliterating the names helps in remembering and further connecting your personas to your product.

對于每種重要的行為模式，請仔細閱讀注釋并綜合有關那些集群主題的信息。 簡要記下與目標，挫折或痛點，使用環境以及可能與最終產品使用有關的其他相關信息的特征。 另外，請使用與您的角色類型有關的用戶名的提名格式來命名您的角色。 例如，公司培訓師Chrystal和私人培訓師Paul。 命名名稱有助于記住角色并將其進一步連接到產品。

Once synthesized, check your mappings and characteristics to see if there are any gaps in information. Also, check your personas to make sure that they vary enough between each other to represent the diverse behaviors of your users. If you come across similar personas, remove one of them, or reassess your data to determine if there is any information that you missed or if more interviews need to be conducted.

合成后，請檢查您的映射和特征以查看信息中是否存在任何空白。 另外，請檢查您的角色以確保它們之間的差異足夠大，以代表用戶的各種行為。 如果遇到類似的角色，請刪除其中之一，或者重新評估您的數據以確定是否缺少任何信息，或者是否需要進行更多采訪。

3.2 Expand Descriptions

3.2展開說明

The characteristics that you jot down are a great framework, but they, unfortunately, leave much of your personas lacking.

您記下的特征是一個很好的框架，但是不幸的是，它們使您的許多角色缺乏。

Expand the description of your personas by creating a narrative that is 1–2 pages in length. By its nature, when you create a narrative there will be some fictional information to create a comprehensive story and humanize your persona. However, the vast majority of your narrative should be backed by the information gathered from your interviews.

通過創建長度為1-2頁的敘述來擴展對角色的描述。 從本質上講，當您創建敘事時，會有一些虛構的信息來創建一個全面的故事并人性化您的角色。 但是，您的 絕大多數敘述都應以訪談中收集的信息為依據。

The narrative I created began by introducing the personas in terms of his/her job and then went on to describe a brief day-in-the-life of the persona as it directly related to the product. I also included a section for goals and frustrations that are represented by quotes taken from my interviews.

我創建的敘述是從介紹角色的工作開始的，然后繼續描述與產品直接相關的角色的日常生活。 我還提供了一個關于目標和挫敗感的部分，這些部分由我的訪談中引用的內容來表示。

To complete your personas include images to represent them and add any demographic information. To further deepen the connection to your personas, you want to choose photographs to be added to your narratives. This is in contrast to the sketches used when creating ad-hoc personas. These photographs should represent your personas by expressing any relevant demographic information and ideally hint at the environment that the user will use the product.

要完成您的角色，請包括代表他們的圖像并添加任何人口統計信息。 為了進一步加深與角色的聯系，您想選擇要添加到敘事中的照片。 這與創建臨時角色時使用的草圖相反。 這些照片應通過表達任何相關的人口統計信息來代表您的角色，并在理想情況下暗示用戶將使用該產品的環境。

When adding in demographic information, I would error on the side of less is more. Unless relevant to the use of the product, I would avoid including age, race, income, marital status, or geographical location. If not relevant, information like this can be distracting and lead to bias (unintended or otherwise).

在添加人口統計信息時，我會在少即是多的方面犯錯誤。 除非與產品的使用相關，否則我將避免包括年齡，種族，收入，婚姻狀況或地理位置。 如果不相關，則此類信息可能會分散注意力，并導致偏見(意料之外或其他原因)。

3.3 Assign Persona Types

3.3分配角色類型

The final touch to your personas is to designate the persona types. It’s important to designate persona types because it helps to focus your designs and serves as a decider when considering adding or removing features. Remember to keep to the adage of design for the primary, accommodate the secondary (tertiary, quaternary, etc.). Cooper describes the 6 persona types as:

對您的角色的最后修改是指定角色類型。 指定角色類型非常重要，因為它有助于集中您的設計并在考慮添加或刪除功能時充當決策者。 記住要遵守主要設計的格言，容納次要 (第三，第四等)。 庫珀將6種角色類型描述為：

Primary — primary target/user; only 1 persona

主要-主要目標/用戶； 只有1個角色

Secondary — can be satisfied by the primary but has additional requirements

中學-小學可以滿足，但還有其他要求

Supplemental — satisfied by a combination of the primary and secondary requirements

補充-通過主要和次要要求的組合滿足

Customer — need of customers and not end-users

客戶-客戶而非最終用戶的需求

Served — not users of the product but are directly affected by the use of the product

服務-不是產品的用戶，而是直接受到產品使用的影響

Negative — users that the product is not built to serve

負面消息-用戶認為該產品無法投放

I made Paul my primary persona because the majority of the trainers I interviewed were private trainers. I made Chrystal my secondary persona because, as a corporate trainer, she has additional requirements from private trainers. Technically, the trainer’s clients would be a served persona, but I didn’t do any interviews with clients, so I didn’t feel comfortable creating a persona with so little data.

我將Paul當作主要角色，因為我采訪的大多數培訓師都是私人培訓師。 我將Chrystal設置為第二角色，因為作為公司培訓師，她對私人培訓師還有其他要求。 從技術上講，培訓師的客戶將是服務對象，但是我沒有與客戶進行任何采訪，因此我對創建具有這么少數據的用戶角色感到不自在。

In summary, the process is to:

總而言之，該過程是：

1. Collect and organize your information by interviewing and taking notes. Remember to interview a wide and diverse population of your users to ensure that you get a great representation of attitudes.
   通過采訪和做筆記來收集和整理您的信息。 請記住，要采訪各種各樣的用戶，以確保您很好地表達了自己的態度。
2. Identify behavior patterns expressed by your users by mapping users to a set of variables and then identifying clusters within those variables.
   通過將用戶映射到一組變量，然后識別這些變量中的群集，來識別用戶表示的行為模式。
3. Put together the characteristics expressed by those clusters into personas and expand the descriptions of them.
   將這些群集所表達的特征匯總為角色，并擴展其描述。

Personas are great and powerful tools when it comes to the design process. However, it can be daunting to know where to begin. I hope following this guide will give you an understanding and starting point for creating exceptional personas. For a more in-depth look at personas and persona creation check out:

在設計過程中，角色是強大而強大的工具。 但是，知道從哪里開始可能會令人生畏。 我希望遵循本指南可以使您理解和起點以創建出色的角色。 要更深入地了解角色和角色創建，請查看：

• About Face 3: The Essentials of Interaction Design

  關于Face 3：交互設計的要點

• The Essential Persona Lifecycle: Your Guide to Building and Using Personas

  基本角色生命周期：構建和使用角色的指南

• Adobe.com

  Adobe.com

• Cooper.com

  Cooper.com

View the complete case study mentioned in this post here:

在這里查看這篇文章中提到的完整案例研究：

Thanks for reading! If you got this far, let me know your thoughts. You can find me and see more of my work here: Portfolio | LinkedIn | Dribbble

謝謝閱讀！ 如果您走得這么遠，請告訴我您的想法。 你可以找我，看到更多的我的工作在這里： 投資組合 | 領英 運球