MURAL - Maynooth University Research Archive Library

    Creating Personas from Design Ethnography and Grounded Theory

    White, P.J. and Devitt, Frank (2021) Creating Personas from Design Ethnography and Grounded Theory. Journal of Usability Studies, 16 (3). pp. 156-178. ISSN 1931-3357

    Download (1MB) | Preview

    Share your research

    Twitter Facebook LinkedIn GooglePlus Email more...

    Add this article to your Mendeley library


    Personas can be an effective means of communicating and synthesizing design ethnographic field data by helping designers maintain focus on users and make sense of complex needs. Personas have however been criticized on scientific grounding and methodological weakness in their creation. Furthermore, few detailed examples of their creation have been published. It is also evident from the literature that there is a methodological gap in creating personas from ethnographic studies. Using a grounded theory approach, this paper offers a systematic and detailed process of creating personas post fieldwork and compares the approach against best practice. Through a case study of design ethnography in product development for people over 65, we reflect on and describe the process in three phases: 1. Post Fieldwork Data Management, 2. Coding and Grounded Theory, and 3. Data Reduction and Data Display, which leads to the final design of the persona. We conclude that using qualitative and grounded theory approaches can assist to strengthen the process of creating personas; however, the time to create and manage the personas increases.

    Item Type: Article
    Keywords: Design; personas; grounded theory; ethnography; design ethnography; design research; fieldwork; product design; older adults; qualitative;
    Academic Unit: Faculty of Social Sciences > Design Innovation
    Item ID: 17505
    Depositing User: Frank Devitt
    Date Deposited: 07 Sep 2023 09:58
    Journal or Publication Title: Journal of Usability Studies
    Publisher: User Experience Professionals Association
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

    Repository Staff Only(login required)

    View Item Item control page


    Downloads per month over past year

    Origin of downloads