Personas

Personas aim to guide the design process and are based on observations and research. It does not serve as a substitute to involving real users in the process. It sets an outline of the goals, motivation, flow, and rewards.

Once the personas are defined for the various users of the platform, it is easy to prioritise the design and development. It also helps all team members understand the goal and motives of the project. Personas help make the project user eccentric and establish understanding towards the actual use of the platform [1].

We look at personas from different roles in Aura to set out an outline for the platform.

Richard is the recruiting manager for a media company. Richard has a very busy life and needs to fill a vacancy really quickly with an appropriate writer. He needs to know the writing style of the applicants, and the effect they have on readers without having to go through all their work manually. He uses Aura to index and builds a report on the writing characteristics of all applicants.

Meera is a marketing manager in an online video streaming company. She wants to optimise the marketing budget, by specifically targeting audiences with content based on their current state of mind. She uses Aura to view the recent online activity of the user and suggest a content, or save the budget by skipping the particular user as there are no close matches.

Dave is a casual internet lurker and a user of Aura. Aura keeps him engaged with its gamification strategies, and helps him pick content based on his mood and recent activities.

[1] Segue Technologies. (2016). What is Persona Development and Why is it Important?. [online] Available at: https://www.seguetech.com/persona-development-important/ [Accessed 13 Apr. 2018].

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