Creating manageable persona sets from large user populations

Bernard Jansen, Joni Salminen, Soon Gyo Jung

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Creating personas from actual online user information is an advantage of the data-driven persona approach. However, modern online systems often provide big data from millions of users that display vastly different behaviors, resulting in possibly thousands of personas representing the entire user population. We present a technique for reducing the number of personas to a smaller number that efficiently represents the complete user population, while being more manageable for end users of personas. We first isolate the key user behaviors and demographical attributes, creating thin personas, and we then apply an algorithmic cost function to collapse the set to the minimum needed to represent the whole population. We evaluate our approach on 26 million user records of a major international airline, isolating 1593 personas. Applying our approach, we collapse this number to 493, a 69% decrease in the number of personas. Our research findings have implications for organizations that have a large user population and desire to employ personas.

Original languageEnglish
Title of host publicationCHI EA 2019 - Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450359719
DOIs
Publication statusPublished - 2 May 2019
Event2019 CHI Conference on Human Factors in Computing Systems, CHI EA 2019 - Glasgow, United Kingdom
Duration: 4 May 20199 May 2019

Publication series

NameConference on Human Factors in Computing Systems - Proceedings

Conference

Conference2019 CHI Conference on Human Factors in Computing Systems, CHI EA 2019
CountryUnited Kingdom
CityGlasgow
Period4/5/199/5/19

Fingerprint

Online systems
Cost functions
Big data

Keywords

  • Big Data
  • Personas
  • User segmentation
  • Web analytics

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design
  • Software

Cite this

Jansen, B., Salminen, J., & Jung, S. G. (2019). Creating manageable persona sets from large user populations. In CHI EA 2019 - Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems [3313006] (Conference on Human Factors in Computing Systems - Proceedings). Association for Computing Machinery. https://doi.org/10.1145/3290607.3313006

Creating manageable persona sets from large user populations. / Jansen, Bernard; Salminen, Joni; Jung, Soon Gyo.

CHI EA 2019 - Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems. Association for Computing Machinery, 2019. 3313006 (Conference on Human Factors in Computing Systems - Proceedings).

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Jansen, B, Salminen, J & Jung, SG 2019, Creating manageable persona sets from large user populations. in CHI EA 2019 - Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems., 3313006, Conference on Human Factors in Computing Systems - Proceedings, Association for Computing Machinery, 2019 CHI Conference on Human Factors in Computing Systems, CHI EA 2019, Glasgow, United Kingdom, 4/5/19. https://doi.org/10.1145/3290607.3313006
Jansen B, Salminen J, Jung SG. Creating manageable persona sets from large user populations. In CHI EA 2019 - Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems. Association for Computing Machinery. 2019. 3313006. (Conference on Human Factors in Computing Systems - Proceedings). https://doi.org/10.1145/3290607.3313006
Jansen, Bernard ; Salminen, Joni ; Jung, Soon Gyo. / Creating manageable persona sets from large user populations. CHI EA 2019 - Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems. Association for Computing Machinery, 2019. (Conference on Human Factors in Computing Systems - Proceedings).
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