Persona
Template
DigitalGov User Experience Program
U.S. General Services Administration
2. Goal of Personas
● Create relatable audience representations based on
data
● Drive design decisions based on audience needs
● Be an often-used reference
FirstNameaffiliation to your
agency/group
“Quote about his
primary purpose in
using the product”
Location
Attributes
•
List of his traits
•
Mobile and social
•
Frustrated by previous experience with your
product
Goals
•
List of reasons why is he looking at the
product
•
Finding out what new products are available
•
Feeling involved in the community
We must
•
List how to best reach this person
•
Reach out via mobile device
•
Show value in his input
We must not
•
List what might annoy this person
•
Contact him too much/ bother
•
Make him read long messages
TEMPLATE
Steve the Scientist
Works as: Gov Researcher
My themes: Evaluate,
Research, Advise, Analyze
His role
•
Expert in climate change
•
Engages deeply with USGCRP
Needs
•
Searchable repositories of info & data
(dashboards)
•
Streamlined access to resources, data,
and tools from other agencies
•
Traceable references & citations,
consistent across organizations
•
Visibility into other areas of climate
research that may be related to their
work
•
Instructions & tutorials on how to
access & analyze federal climate data
Goals
●
Advance his work through collaboration
with other researchers
●
Evaluate and provide feedback on the
work of other scientists
●
Identify gaps in existing climate research &
explore new research topics
●
Showcase & promote their contributions to
federal climate research