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Develop Personas 建立角色
Translated by Ami Zhang
- What is a persona? 什么是角色
- How do we get information for a persona? 我们怎样获得角色的信息
- What does a persona look like? 角色是什么样的
- What characteristics are included in a persona? 角色包括些什么特性
- How do we select a name and photo? 怎样选择名字和照片
- What are the benefits of personas? 角色的好处是什么
What is a persona?什么是角色
A persona is a fictional person who represents a major user group for your site.
角色是一个代表网站(产品)主要用户群的虚拟人物
How do we get information for a
persona?
我们怎样获得角色的信息？
By analyzing what you learned about your users from user research, including:
通过分析从用户调查中对用户的了解，比如：
- Contextual Interviews 上下文访谈
- Individual Interviews 单独访谈
- Surveys (Online) 调查(在线)
- Focus Groups 焦点小组
- Usability Testing 可用性测试
Using this information, you identify major user groups of your Web site. You then select the characteristics that are most representative of that group and turn them into a persona.
通过这些信息，你可以区分出网站(产品)的主要用户群。从用户群中选择最有代表性的特征，把他们转换成人物角色。
What does a persona look like?
角色是什么样的？
A persona typically includes a fictional name and characteristics that are consistent with one of the main user groups you have identified.
The following example is only a small portion of a larger persona developed by the U.S. Department of Agriculture's (USDA) Economic Research Service (ERS).
一个角色包括一个虚拟的名字，和与你某个主要用户群一致的特征。下面的例子是一个很大的角色中的一部分，由美国农业部(USDA)经济调查服务(ERS)建立的。
-
USDA SENIOR MANAGER
农业部高级经理
GATEKEEPERS 社会观察人员
Matthew Johnson
Program Staff Director, USDA
- 51-years-old
- Married, 3 children, 1 grandchild
- Ph.D. in Agricultural Economics 农业经济学博士
- Comfortable using a computer, intermediate Internet user, with
a T1 connection at work and dial-up at home
熟练运用电脑，中级互联网用户，办公室T1网络接入，家中拨号上网Uses email extensively;uses the web about 1.5 hours a day for his work 广泛使用Email，每天工作用1.5小时上网
-
"Can you get me that staff analysis by Tuesday?"
“你能给我在周二给我员工分析么？”
Matthew spends most of his time at work requesting and reviewing research reports, preparing memos and briefs for agency heads, and supervising staff efforts in food safety and inspection.
Matthew大多数工作的时间花在要求和审核报告、为机构负责人准备备忘和摘要，和监督视察员工在食品安全方面的作为。
-
Key Attributes 关键属性
- Focused, goal-oriented
专注，面向目标的 - Strong leadership role
较强的领导角色 - Concerned about maintaining quality across all output of
program under direction
关心在指导下维持一切项目的品质
-
Persona developed by the U.S. Department of Agriculture's
(USDA) Economic Research Service (ERS).
角色由美国农业部经济调查服务建立
What characteristics are included in a
persona?
角色包括些什么特性？
A persona usually includes:
角色通常包括：
- a name and picture 名字和照片
- demographics (age, education, ethnicity, family status)
人口统计学属性（年龄，教育，种族，家庭地位） - job title and major responsibilities
职位和主要职责 - goals and tasks in relation to your site
目标，与网站(产品)有关的任务 - environment (physical, social, technological)
环境（物理的，社会的，技术的） - a quote that sums up what matters most to the persona with
relevance for your site
一句引用，来概括网站(产品)的什么对角色来说最重要
How do we select a name and
photo?
我们怎样选择名字和照片
You make up the persona's name. Select one that resonates with the team as representing that user group. Be relevant and serious; humor usually is not appropriate here.
取个角色的名字。选个在代表用户群体时，和团队有共鸣的。要严肃而贴切，通常幽默在这并不合适。
For a picture, you can buy or license stock photography, although a more casual photo often resonates more with development teams. Don't make it a picture of someone the team knows. Make sure you have permission for the photo that you use. You can tell that you have a good picture if the team sees it and says "Oh, yes, that would be Jim, the Press Guy" or "Oh, yes, that's just what I see when I think of Rebecca, the Program Officer."
你可以从摄影库中买或获得许可获得一张照片，尽管一张更随意的照片经常让开发团队有更多的共鸣。不要用团队成员认识的某人的照片。确认你有照片的使用权。若你的的团队看见照片时说“哦对，这就该是Jim，那个做出版的”或者“对啦，我想Rebecca就是这样的，那个项目官员”时，你可以说你有了张好照片。
What are the benefits of personas?
角色的好处是什么？
Personas bring many benefits, including these:
角色带来很多利益，包括以下这些：
- Users' goals and needs become a common point of focus for the
team.
用户的目标和需求将成为团队共同的关注点 - The team can concentrate on designing for a manageable set of
personas knowing that they represent the needs of many users.
团队可以专注于为一组可控的角色而设计，他们代表着多数用户的需求 - By always asking, "Would Jim use this?" the team can avoid the
trap of building what users ask for rather than what they will
actually use.
经常问问“Jim会用这个吗？”团队可以避免绕弯路去设计用户要求的、而不是他们真正要用的东西。(用户有时也无法表达自己真正的需求) - Design efforts can be prioritized based on the personas.
基于角色可以为设计区分优先级 - Disagreements over design decisions can be sorted out by
referring back to the personas.
当设计上产生分歧时，可以通过回顾参考角色来解决 - Designs can be constantly evaluated against the personas,
getting better designs into usability testing.
设计可以经常地通过和角色对照来评估，把更好的设计带入可用性测试
According to Forrester, many companies including Ford Motor
Company, Microsoft, and Staples develop and use personas and they
report many benefits from doing so, including:
根据Forrester(一家咨询公司)的调查，包括福特汽车、微软和史泰博等很多公司都建立和使用角色，并且反应藉此得到了很多好处，包括：
- a better understanding of customers
对顾客更好的理解 - shorter design cycles
更短的设计周期 - improved product quality
促进产品品质
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