Wednesday, September 3, 2014
Personas, stemming from the field of user-centered design (UCD), are hypothetical users that represent the behaviors, goals, and values of ac­tual users. This study describes the creation of personas in an academic library. With the goal of leveraging service-generated data, the authors coded a sample of chat reference transcripts, producing two numeric values for each. The transcripts were plotted on an X/Y graph where X represented the nature of the user’s information need and Y represented the nature of the user’s motivation. A k-means cluster analysis of the plot­ted points produced four clusters, which served as the personas’ basis.

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