What is Personas & Empathy in UX research process?

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Personas are basically fictional characters that are created on the basis of your research to represent different types of users which might use your product, service, brand or site in a similar fashion. Personas are created to understand the needs, behaviors, experiences and goals of the users.  TGC India is a leading UI/UX Design institute in Delhi, where training is provided by leading trainers. This articles made by TGC trainer group explains Personas and User empathy in details for aspirants.

Creating personas can help you stand out on your own. You can easily understand that different people have different expectations and different needs. It can also be helpful to know the user you are serving. Personals help the users in design task and make it even easier. They help you in your ideation and can help you achieve your aim to create good UI for the group of target users.

About Design Thinking with Personas

In the process of Design Thinking, designers will usually start to create personals on the Define phase, which is yet another phase. Design Thinkers are used to synthesize their findings and research in the Define phase from the Empathize phase, which is the first phase. Among other phases, using personas is simply another method which can help designers to move to another phase, i.e. Ideation. You can use the personas as a guide for the ideation sessions, including SCAMPER and Brainstorm.

A Little History of Personas

The approach of development of personals starts from the evolution of IT industry since the late 1990s where researchers started showing how you convey the knowledge of users. A lot of concepts had been emerged, including user models, archetypes, model users and lifestyle snapshots. Alan Cooper published his bestselling book in 1999, ‘The Inmates are Running the Asylum’. As the first person, he explained the personas as an approach to describe the fictional users. There is no lack of books and articles related to personas. But there is no specific understanding of an approach to apply this method. There is also a lack of particular definition of what a personal should have actually.

Empathy Mapping

A UX professional is aimed to advocate on the user’s behalf. But when it comes to do it, you need to understand the users deeply and also help your coworkers to understand them well and fulfill their needs. This way, Empathy maps are widely used across the design and agile communities. These are the fundamental and powerful tools to achieve both. Tgc India is the Institute to learn UX design courses in Delhi.

Empathy map is a collective visualization which has been used to articulate what we know about specific users. It combines the knowledge of users to help in decision making and create shared knowhow of needs of users. Empathy maps usually consist of four quadrants – Thinks, Says, Does and Feels, with persona or user in the center. Empathy maps show a glance about the user as a whole and are not sequential or chronological.

All in all, Empathy maps are used in UX research process to build a common ground among the staff and to get insight and fulfill user needs. Empathy maps are widely used from the beginning.

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