Developing personas to help designers to understand digital exclusion
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Authors
Goodman-Deane, JAL
Bradley, M
Waller, S
Clarkson, PJ
Publication Date
2021-08Journal Title
Proceedings of the Design Society
Conference Name
International Conference on Engineering Design
ISSN
2732-527X
Publisher
Cambridge University Press (CUP)
Volume
1
Pages
1203-1212
Type
Conference Object
This Version
AM
Metadata
Show full item recordCitation
Goodman-Deane, J., Bradley, M., Waller, S., & Clarkson, P. (2021). Developing personas to help designers to understand digital exclusion. Proceedings of the Design Society, 1 1203-1212. https://doi.org/10.1017/pds.2021.120
Abstract
<jats:title>Abstract</jats:title><jats:p>Digital inclusion is becoming more important as many consumer products and engineered systems adopt increasingly digital interfaces. The designers of such services often assume that users have a certain level of digital interface competence, but this is not the case for many users. In this paper, we present a set of personas that could help designers to better understand and consider the range of digital expertise across the population. The personas are based on survey data from 338 people across England and Wales in 2019. The survey examined various factors that affect ability to use digital interfaces, including technology experience, attitudes towards technology and competence with basic interface operations. Twelve clusters were identified using K-means cluster analysis, and twelve personas were developed based on these. The personas help to bring to life the range of digital expertise and highlight people at risk of digital exclusion. In addition, the cluster sizes indicate the proportion of the population represented by each persona and thus the scale of potential digital exclusion.</jats:p>
Identifiers
External DOI: https://doi.org/10.1017/pds.2021.120
This record's URL: https://www.repository.cam.ac.uk/handle/1810/336776
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