Personas offer a way to realistically represent our key customer groups online and can be used to help make informed decisions on design.
They’re a good way of keeping the customer and their needs in mind as we build our digital services, although they don’t replace contact with real people to research and test what we build.
We developed our set as part of the work we did with The Insight Lab (read their post for us on open card-sorting here) and represent the major primary, secondary and tertiary groups across nottinghamshire.gov.uk as a whole.
In order to develop them we used data about current usage, contact through other channels and experience from service areas. Through a workshop we got relevant colleagues together and created a huge set of potential personas before distilling these down to a smaller set by combining characteristics and looking for shared needs or themes.
There’s some great background reading about personas and how to create them on Usability.gov.
While a small set for the site overall is useful we may develop additional personas as we build our digital services.
You can see and download an example from our persona set here (PDF).
Posted by Sarah Lay, Senior Digital Officer