Personas in Cross-Cultural Projects

Abstract : Personas are a method to communicate data about users and to aid in the perception of users. The method is supposed to create a shared perception of the users that is not built on preconceived ideas, but on field data. The paper presents an experiment where the same persona description was sent to 16 participants in 9 countries. The participants were asked to return a photo that resembled the persona and explain their choice. Analysis of the photos and the explanations show that there is a difference between the participants with professional experiences and those without. The experienced tend to interpret the text and use people in their own immediate surroundings in the explanation for choosing the photo. The second group tends to find exact words and use these as explanation. The photos they choose are of stereotypical business-persons. The different strategies might hinder engagement in the persona.