How proto-personas help UX audits
In the fast-paced world of digital product development, understanding the user’s perspective is not just beneficial, it’s essential. Proto-personas, a streamlined variant of traditional personas, offer a pragmatic solution when the time, budget, or direct access to users is limited. This article explores the pivotal role proto-personas play in enhancing UX audits, shaping user experiences, and ultimately driving successful outcomes in design processes.
The definition of proto-personas
A persona is a representation of a typical existing or desired user group and is shown in the form of a fictional (but realistic) person. They are a frequently used tool within UX and user-centric design processes, creating a common vocabulary for internal teams and facilitating faster discussion and decision-making. Unlike personas (which are based on direct research with users), Proto-personas are created using assumptions and insights gathered from organisational stakeholders. This can be done via stakeholder interviews or by stakeholder workshops. We always suggest that full-fledged personas are developed when possible but proto personas are a useful secondary option when time, budgets or user access is not available.
The relationship between proto-personas and UX
Insights on Proto personas should be gathered from stakeholders with a direct understanding of users and where possible have a range of roles within the organisation. This will help to support holistic feedback and provide a more realistic reflection of potential users.
Proto personas can help shape the user experience in several ways. They can be seen as an extra member of the project team, able to quickly answer questions and help prioritise requests. In addition to this, in the design process, it can be easy to include ‘just in case’ functionality; personas help to avoid this and create focus. UX stands for user experience, therefore all decisions must be user-focused and utilising personas is a good way to keep users at the centre of the next steps.
Benefits of using proto-personas in UX audits
Proto personas have a specific use case within UX audits in helping to increase audit relevance through user-focused analysis. They help to create a clearer understanding of user needs and pain points and enhance the accuracy of the audit. Combined with user observations and the usability review recommendations for changes following the audit are user-focused.
The proto-personas should not only be limited to use within the UX audit but also used as a constant tool when reviewing or changing touch points. The whole team must be familiar with who your personas are. As previously described, we also recommend that proto-personas are developed into personas when viable, and kept up to date as a living document. As people’s wants, needs and goals, as well as the landscape, naturally change over time, your personas should be reviewed and updated.
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