Why Personas FailYouTube↗  IA↗(long shot)
Science & Technology  13.5K views 229 likes 4 dislikes   22 Feb 2019
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Personas are useful tools for UX work, but too often I hear about teams who have created
对于设计用户体验来说，用户画像是一个很有效的方法，但是我经常听说有的团队做完了
them, but don't find them to be all that successful.
用户画像之后却发现这东西有时候不那么好使
I'm going to discuss some of the common challenges teams run into with personas,
那我就来说一说 团队在创建用户画像时会遇到的常见的问题
and how you can address them.
以及如何解决这些问题。
The first challenge is simply a general lack of understanding of what personas really are.
首先，简单来说就是人们普遍缺乏对用户画像的真正含义理解。
Personas are themes found in qualitative data about our users.
用户画像是关于用户的主题化的定性数据
Like any qualitative data analysis, finding themes of like behaviors and attitudes and people
和其他任何定性数据分析一样，找到具有相似的行为，态度和人群的特征，
is not really an exact science, and it often results in some gray area.
并不是一门真正的科学，它经常存在一些模糊区域。
And that's okay!
那没关系！
They're our best guess of the key user types to focus on in design.
这已经是对促进设计的关键用户类型的最佳猜测了，
A best guess based on research and analysis.
而且这还是基于研究和分析的最佳猜测。
Researchers and stakeholders who don't understand this or who aren't comfortable with relying
不理解用户画像意义或者不喜欢依赖于概括化的用户特征的研究员和老板，
on generalized themes tend to be skeptical of their validity.
对用户画像的有效性趋于持怀疑态度。
This lack of buy-in makes them impossible to be successful.
这种不认可让用户画像变得难以成功。
In this situation, it's important to take time upfront before even creating personas
鉴于此，在创建用户画像之前先花时间
to help your stakeholders understand what exactly they are and how they can still be
帮助你的老板了解究竟什么是用户画像，以及如何使用才能让它
helpful to your projects, even though they may not an exact science.
对你们的项目有效是十分重要的，尽管这个工具还不是一门精确的科学。
The second challenge is that stakeholders often have inaccurate expectations about how
其次，老板往往对用户画像将如何影响工作
the personas will influence work.
有着错误的期望。
Stakeholders often want to get the most bang for their buck, so, many times, they ask for
他们通常希望利益最大化，所以很多时候，他们会要求
very broad personas that can cover a large array of products or services.
一个非常宽泛的用户画像，大到可以覆盖一整个系列的产品或服务。
This can seem like a great idea but the tradeoff is that the persona that's this broad can
这看上去是个好主意， 然而代价是这种过于宽泛的用户画像
only include very high-level data.
只包含非常抽象的数据。
Which is great for more general decision-making, but they aren't terribly useful for designing
这对于更普遍化的决策非常有用， 但对设计
specific features or workflows in specific products.
特定产品的具体功能或工作流程来说却不是非常有效的。
So, in the end, these personas are seen as unhelpful in practice.
所以，这些用户画像最终被认为对实际工作毫无帮助。
It's generally better to great personas with a more targeted scope of focus, so that the
对一个成功的用户画像来说，最好有一个更具针对性的关注范围。这样
data collected and the resulting personas can have a more direct influence on the designs
收集来的数据和基于此的用户画像 才能对你打算创作的设计
you intend to create.
产生更直接的影响
With that said, it's important for any persona project to understand what stakeholders want
话虽如此，对任何用户画像工作来说，在创建画像之前明白老板
to achieve with the personas before creating them.
想要通过画像实现什么也是很重要的。
Consult with them about their needs, and recommend the right tool for the job.
通过咨询了解他们的需求，并提出推荐 适合工作的正确方法。
Then, set appropriate expectations regarding how the personas they request will be effectively used.
然后，帮助他们合理期望如何有效地使用用户画像
A third common challenge is that team members often have uncertainty about
第三个常见的挑战是，团队成员经常不确定
how they can be used on a project.
如何在项目中使用用户画像。
Not everyone is incredibly experienced in using personas.
不是每个人都可以熟练使用用户画像。
So, rather than revealing them as posters or pieces of artwork, help your colleagues
所以，不要以海报或艺术品的形式向你的同事们展现用户画像，而是帮助他们
to understand the benefits of personas.
了解用户画像的好处。
Give your stakeholders ideas for how to use the personas in a more practical sense.
向团队成员提供一些如何在实际操作中应用用户画像的建议。
Lastly, I see, too often, where researchers go away, and they create personas in private,
最后，我经常看到研究人员走到一边，私底下创建用户画像
then deliver them to people to use.
然后把它们拿给其他人用。
Personas delivered this way are rarely effective.
以这种方式交付的画像很少有效。
People are always apt to be skeptical of something if they don't know where it came from
人们总是趋于对他们不知道怎么来的，或者不知道怎么产生的事物
or how it was created.
持怀疑态度
For this reason, stakeholders should always be involved in the creation process so that
因此，我们应该让利益相关者始终 参与用户画像的创作过程
they can see that research was done, and so that they can understand how themes were derived.
他们可以看到研究是如何进行的，这样 他们可以就理解人物特征是如何得出的。
This ensures that end users are more invested in the personas when they're complete.
这样在用户画像完成时，可以确保终端用户在其身上找到更多共鸣
If you've had a failed persona experience at your organization, maybe the reason is
如果在你的公司你曾经有一个失败的用户画像经历，也许原因就是
due to one of these common challenges.
上面这几个问题之一。
Identify where you went wrong, and right the ship.
找出你出错的地方然后纠正错误
If you're looking to create new personas, use these tips as a checklist and ensure you
如果你打算创建新的用户画像， 把这些提示当做检查单，确保你
address these challenges as you go.
随时解决这些挑战。
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