Analysis · intermediate · 45 min

Citizen Persona Development

This method involves creating fictional, yet realistic, representations of key citizen groups who use or will use a public sector service. Personas help designers and developers understand the needs, goals, and behaviors of different citizen segments, enabling them to design more user-centered and inclusive services. These personas should reflect the diversity of the population served, including varying levels of digital literacy.

What participants gain

  • Participants will be able to identify key user segments for a public sector service.
  • Participants will be able to create realistic and data-driven citizen personas.
  • Participants will be able to articulate the needs, goals, and behaviors of different citizen segments.
  • Participants will be able to use personas to inform design decisions.

Materials needed

  • Persona templates or a whiteboard.
  • Markers or pens.
  • User research data (e.g., interview transcripts, survey results).
  • Photos or images to represent the personas.
  • Timer.

How to run Citizen Persona Development, step by step

  1. Introduction (5 min): Explain the purpose of persona development and its benefits for inclusive design.
  2. Review user research data (10 min): Present key findings from user research to inform persona creation.
  3. Persona creation (20 min): Participants work in small groups to create 3-4 citizen personas, including demographics, goals, needs, and behaviors.
  4. Persona sharing (5 min): Each group shares their personas with the larger group.
  5. Discussion (5 min): Discuss the implications of the personas for the design of the digital service.
  6. Action (5 min): Assign owners to address findings.
  7. Check (2 min): Confirm who is doing what by when.
  8. Connect (2 min): Summarize findings and transition to next activity.

Facilitator tips

  • Emphasize the importance of basing personas on real user research data.
  • Encourage participants to create diverse and representative personas.
  • Use visual aids, such as photos, to make the personas more relatable.
  • Limit the number of personas to 3-4 to avoid overwhelming the design process.
  • Prompt participants to consider the accessibility needs of each persona.

Common challenges

  • Creating stereotypes instead of realistic personas: Emphasize the importance of data-driven persona development.
  • Focusing on demographics rather than behaviors and needs: Guide participants to focus on user goals, motivations, and pain points.
  • Creating too many personas: Limit the scope to the most critical user segments.
  • Lack of buy-in from stakeholders: Involve stakeholders in the persona development process to ensure their support.

Running it virtually

Use a collaborative online whiteboard tool like Mural or Miro to create and share personas. Encourage participants to add images and visual elements to make the personas more engaging.

Expected results

A set of 3-4 well-defined citizen personas that represent key user groups. Increased empathy and understanding of citizen needs among participants.

Build a session around Citizen Persona Development

METODIC drops Citizen Persona Development into a complete session plan with timing, materials, worksheets, and a facilitator guide — for any workshop, meeting, or team session.

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