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What is Personas

Encyclopedia of Information Science and Technology, Second Edition
Personas are archetypal users of an intranet or Web site that represent the needs of larger groups of users in terms of their goals and personal characteristics. They represent the real users and help guide the designers in making decisions about the system designs and functionalities. Personas represent behavior patterns by identifying user motivations, expectations, and goals from the system. Although personas are fictitious, they are based on knowledge and profiles of real users.
Published in Chapter:
Usability Evaluation of E-Learning Systems
Shirish C. Srivastava (National University of Singapore, Singapore), Shalini Chandra (Nanyang Technological University, Singapore), and Hwee Ming Lam (Nanyang Technological University, Singapore)
DOI: 10.4018/978-1-60566-026-4.ch621
Abstract
Usability evaluation which refers to a series of activities that are designed to measure the effectiveness of a system as a whole, is an important step for determining the acceptance of system by the users. Usability evaluation is becoming important since both user groups, as well as tasks, are increasing in size and diversity. Users are increasingly becoming more informed and, consequently, have higher expectations from the systems. Moreover “system interface” has become a commodity and, hence, user acceptance plays a major role in the success of the system. Currently, there are various usability evaluation methods in vogue, like cognitive walkthrough, think aloud, claims analysis, heuristic evaluation, and so forth. However, for this study we have chosen heuristic evaluation because it is relatively inexpensive, logistically uncomplicated, and is often used as a discount usability-engineering tool (Nielsen, 1994). Heuristic evaluation is a method for finding usability problems in a user interface design by having a small set of evaluators examine an interface and judge its compliance with recognized usability principles. The rest of the chapter is organized as follows: we first look at the definition of e-learning, followed by concepts of usability, LCD, and heuristics. Subsequently, we introduce a methodology for heuristic usability evaluation (Reeves, Benson, Elliot, Grant, Holschuh, Kim, Kim, Lauber, & Loh, 2002), and then use these heuristics for evaluating an existing e-learning system, GETn2. We offer our recommendations for the system and end with a discussion on the contributions of our chapter.
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More Results
Creativity Processes Applied to the Innovation Management of a Digital Showroom for Cars
It is the imaginary embodiment of what a possible consumer of the product or service would look like. Characterization through the definition of physical, psychological and social attributes.
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Is the News Cycle “Real”?: A Case Study of Media “Phandom” and Agenda Setting in Persona 5
Grants the characters special powers to battle enemies in an alternate world (known in Persona 5 as the “metaverse”)
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Application of Direct and Indirect Human-Centered Design Techniques With Dyslexic Users
Personas are fictional characters that represent a certain user group. They comprise certain characteristics that are representative for this user group.
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Play Styles and Learning
Personas were developed by user interface designers to overcome problems associated with designing for the vague, elastic construct of “the user.” A persona is a user or player archetype, conceptualized as if he or she were an actual person, with a name, goals, needs, and experience (or lack thereof). Personas are used by design teams to conceptualize and discuss a shared vision of a tangible primary and secondary target audience.
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