by Kim Goodwin
I always find it enlightening when someone is able to create a practical tool to translate theory (in this case, personas for user-centered design) into reality. Even better when the specifics of the tool can be delineated in such rich detail.
The rules: 1) Personas define behaviors, not professions 2) Keep your persona set small 3) Your market segments may make poor personas 4) Add life, but remember personas are design tools 5) Use the right goals - life goals are rarely appropriate - focus on goals associated with the user experience 6) Make persona specific to the context of the design problem
The only fault I can find is with Goodwin's rules relate to numbers 2 and 4. In both cases it is a question of balance (e.g. #2 = your persona set should be small enough so as to not be unwieldly and yet not so small it's of limited value). In such situations, multiple concrete examples are required to help the reader develop a foundational expertise in achieving such balance.
by Don Norman
I guess Don Norman has managed to be heretical throughout his career. His take on personas as 'focii of empathy' curiously shines the spotlight on just one aspect of this tool.
His role-play suggestion seemed both interesting and useful.