'Is more better?': Impact of multiple photos on perception of persona profiles

• Main Authors: SALMINEN, Joni, NIELSEN, Lene, JUNG, Soon-Gyo, AN, Jisun, KWAK, Haewoon, JANSEN, Bernard J.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: personas; user perceptions; online data representations; Databases and Information Systems; Graphics and Human Computer Interfaces
• Online Access: https://ink.library.smu.edu.sg/sis_research/6535; https://ink.library.smu.edu.sg/context/sis_research/article/7538/viewcontent/_Is_More_Better__Impact_of_Multiple_Photos_on_Perception_of_Persona_Profiles.pdf
• Institution: Singapore Management University

In this research, we investigate if and how more photos than a single headshot can heighten the level of information provided by persona profiles. We conduct eye-tracking experiments and qualitative interviews with variations in the photos: a single headshot, a headshot and images of the persona in different contexts, and a headshot with pictures of different people representing key persona attributes. The results show that more contextual photos significantly improve the information end users derive from a persona profile; however, showing images of different people creates confusion and lowers the informativeness. Moreover, we discover that choice of pictures results in various interpretations of the persona that are biased by the end users' experiences and preconceptions. The results imply that persona creators should consider the design power of photos when creating persona profiles.