A Study on the Use of Personas as a Usability Evaluation Method
Thaíssa Ribeiro and Patrícia de Souza
Instituto de Computação, Universidade Federal de Mato Grosso, Cuiabá, MT, Brazil
Keywords: Usability Evaluation, Personas, Privacy, Social Networks.
Abstract: The user modelling technique known as personas has obtained excellent results over the last years.
Literature about this theme shows different forms of using the concept of personas in the moment of
software conceiving, however, the good results obtained with this technique allow to catch a glimpse of a
more diverse use of this method. In this context, this study performed a usability evaluation method of
Facebook's privacy configurations, the most popular social network worldwide, aiming to verify the use of
the personas concept as a usability assessment technique.
1 INTRODUCTION
The main hypothesis of this study is that the
personas technique can be well used as a usability
evaluation method, especially for the context of
usability assessment of systems that have a large
variety of user profiles. The small amount of studies
about the use of personas as an evaluation method
and the good results obtained with the use of such
technique in the conceiving of systems were driving
for this research.
In this context, the personas technique was used
to assess the usability of Facebook's privacy
configurations, and also, to compare the results
obtained with the use of this technique with the
results obtained in a pilot study in which the method
used was the query application task script and that
also assessed the safety configurations of this social
network.
The choice for assessing the usability of a social
network's configurations took place considering the
huge variation of the users' characteristics.
Accessing social network websites became part of
everyday life of a large amount of people. Whether
the objective is to keep contact with friends and
family, establish a network of people with common
interests or even professional contacts, many resort
to one or more amongst the many social networks
available. The choice for Facebook was due to its
larger popularity when compared to other social
networks (Arbor, 2012).
The use of a social network usually implies
sharing pictures, videos and a range of other
information and data by the user and it is up to the
user to use the different resources available in these
networks to line the access to its profile information.
Therefore, it is important to verify if the
configuration tools, especially the privacy
configurations, are adequate to the users' needs and
expectations. The observation of such demand
strengthened our decision to assess Facebook's
privacy configurations usability.
2 PERSONAS
According to Cooper and Reimann (2003), personas
are realistic and representative information
compositions that include fictional details for the
user's more complete characteristic. The
composition of the persona can be based on
imagined information, demographic and biographic
features of the modeled persona. Personas have
names as real people and can be represented with an
image, by a picture to add realism.
In a simple way, persona is a user profile
modelling technique of systems or products,
representing the target, describing one or more
characters with data and features (Pruitt and Adlin,
2006).
In “Uma Avaliação do Orkut utilizando Personas
sob a ótica da Nova Usabilidade”, the authors
developed a work aiming to assess the usability of
Orkut social network through the use of personas
(Madeira et al., 2008). Two personas were
developed so that the assessment could be
168
Ribeiro T. and de Souza P..
A Study on the Use of Personas as a Usability Evaluation Method.
DOI: 10.5220/0004974101680175
In Proceedings of the 16th International Conference on Enterprise Information Systems (ICEIS-2014), pages 168-175
ISBN: 978-989-758-029-1
Copyright
c
2014 SCITEPRESS (Science and Technology Publications, Lda.)
performed. In their considerations, they stated that
the use of the concept of personas made it easier to
select the users that were in the use scenarios and led
to a larger understanding about them, which led to a
better quality of the proposed study, being possible
to foresee details that were left unnoticed just using
appliance of quantitative analysis (case study).
3 PILOT STUDY
In mid-2012, a pilot study was developed about the
Facebook's privacy configurations usability
evaluation by the author of this study in partnership
with Glauce Rodrigues Borges Teobaldo, with
orientation of Professors Cristiano Maciel and
Patrícia Cristiane de Souza (Borges et al., 2013) .
The observation that Facebook is a social
network used by people of many different ages and
in which different generations have different
capabilities and difficulties generated a suspicion
that Facebook's privacy control tools could not be
adequate for the many different generations of users.
The interest on generations X (people born
between 1965 and 1976) and Y (born between 1977
and 1997) (Tapscott, 2010) came from the
consideration that the difference between these two
generations on the contact that each had with
information technologies throughout life could lead
them to different understands about Facebook's
privacy configuration tools. It is a fact that, in spite
of what happened to generation X, generation Y
lived with them since childhood. However,
generation X is also technology user and is very
much inserted in the social networks. Therefore, the
research had the objective to investigate the
adequacy of the privacy control tools to the needs of
generations X and Y's needs through a quanti-
qualitative assessment using monitored user tests.
3.1 Methodology of Pilot-study
The study was performed by the application of a task
script and user questionnaire of the so-called
generations X (born between 1965 and 1976) and Y
(born between 1977 and 1997) (Tapscott, 2010) and
aimed to investigate whether or not Facebook's
privacy control tools are adequate for both the
generations.
Usability tests were performed with twelve real
Facebook users to evaluate the social network's
privacy control tools, being six from generation X
and six from generation Y.
The tasks proposed in the script focused on the
most relevant privacy functions for users associated
to the exposure of personal information and pictures
and messages sharing.
The assessment with the users was split in three
steps. First of all, the users signed a free and clear
term of consent, according to Resolution 196/96 of
the National Health Council, that regulated, at the
time, the researches using humans in Brazil (Brasil,
1996), later, using their own Facebook profiles,
performed the tasks, later on answered to a survey
that asked for information on their social profiles
(such as year of birth, gender, schooling, time and
frequency of Facebook access), their impressions
about the tasks performed and the functionalities
assessed and had subjective questions in which the
user could describe the difficulties found in each
task and suggest enhancements in the approached
functionalities. The execution of the tasks was
monitored by using the free software FreeScreen
Video Capture (Top View Soft) for later observation
of user interaction. This allowed the researchers to
compare the impressions formed by the users in the
survey with their real task performance.
The objective of this pilot-study was to
investigate if Facebook's privacy control tools are
adequate both for generation X and generation Y
users. The difference in the number of tasks from
the script performed successfully and the difficulties
observed during the performing of these activities
showed that the social network's privacy
configurations are not easily understandable for both
the generations.
The study discussed situations in which the tools'
usability needs to be assured to minimize the
difficulties found by users, especially those from
generation X, in their information' privacy
configurations. It was possible to realize, through
the analysis of the tests performed with this sample,
that one behaviour difference between the
generations is in the way of performing unknown
tasks. Generation Y users found it easier to search
the privacy configurations when they were
unknown, for they felt more driven and searched for
different ways to be able to perform the activity
while people from generation X found it very
difficult in the same situation, giving up easier and
not looking for different ways to perform the task.
Other aspect that differs the generations is that
generation X users access Facebook less than the
users from generation Y, thus they have less time to
try to understand some more specific configurations.
The centring of privacy configurations will
contribute to minimize such difficulties.
The research report points out that changes are
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169
needed both in the naming as in placing and
redesigning some privacy items in Facebook, in
order to fulfil users' expectations for both
generations.
The results obtained in this pilot-study were used
as comparison to check if the concept of personas
represents a good alternative as evaluation method.
4 PERSONAS AS EVALUATION
METHOD
The Collaborative Systems Evaluation Methodology
(Metodologia para Avaliação de Sistemas
Colaborativos - MASC) created by Madeira et al
(2008), was developed aiming to subside the
research "Uma Avaliação do Orkut utilizando
Personas sob a ótica da Nova Usabilidade'. It was
elaborated specifically for the research aiming the
need of a specific methodology to use personas in
assessing collaborative systems.
The first activity of the Context Investigation
step is to define the usability categories (easy to
learn, effectiveness, easy to remember etc.) that will
be observed. For this research, it was considered
that this step was performed through the pilot-study
in which there has already been defined the
observation of usability related to Facebook's
privacy configuration aspects, as well as some
usability problems have already been identified and
the users' behaviour has already been observed. The
work performed in the pilot-study was even more
wide and deep than the one suggested in Context
Investigation. This is because in the pilot-study user
tests and survey applications were predicted.
MASC was important to serve as a model mainly
in the Quantitative and Qualitative Analysis and in
elaboration of personas. Thus, all of the steps
described starting from Quantitative Analysis were
executed.
The questionnaire developed to identify
Facebook user profiles identification was composed
by twenty five questions, being the ten first aiming
to raise information about the socio-demographic
profile of users, while the remaining ones had as
objective to know user behaviour concerning the
studied social network. It was produced using
Google Docs, which allows the creation, edition and
sharing forms. Before application, the questionnaire
was validated with three users with different profiles
that spent from three to four minutes to fill the
questionnaire. This time period served as base so
that it could be informed the average filling time in
presenting the questionnaire.
The questionnaire disclosure started on
12/17/2012 and the same remained available to fill
until 12/26/2012. The survey was disclosed in
Facebook, through the personal profile of the first
author of this work through the link
https://docs.google.com/spreadsheet/viewform?
formkey=dDFJZ0xUMkFma3RfYnBkYUZia1hFYk
E6MQ. During these nine days, the survey received
one hundred and thirty four answers.
4.1 Personas Definition
Survey information tabulation for personas
definition showed itself as the great challenge of this
work. This is because the reference material found
is not clear as for the exact form to obtain personas
from system public data.
Aquino (2008) used data mining method through
the tool Weka, being the clustering algorithm
offered by the tool was used for user data grouping
and personas composition. According to the author,
the clustering model groups records in groups that
possess similar features.
In this work, the choice was of a simplified
approach keeping the focus on MASC steps. The
users were grouped according to their socio-
demographic information and were observed which
behaviours and features are more common related to
Facebook that differentiate these groups between
themselves. From that, it was possible to
characterize the personas using both socio-
demographic information as well as the ones related
to behaviour.
So, there were defined four user groups
according to their age: those born between 1977 and
1988 (58% of the users), 1989 and 1997
(representing 23% of the users), 1965 and 1976
(with 13%) and 1998 - 2006 (5%). The group of
those born between 1946 and 1964 were not enough
representative so that it could be considered. Notice
that the two first groups represent generation X,
which correspond to 71% of the valid queries.
Therefore, the four age groups identified were
used as starting point to tabulate the data and
identifying of the other aspects for posterior
characterization of the personas, as shown in Figure
1.
Figure 1 shows the raising of each demographic
feature for age, so that it is possible to identify the
dominant features for each aspect contained in the
survey. It deals specifically with the age statistics of
the ones born between 1977 and 1988. Observation
of Figure 1 allows to define the socio-demographic
features of this group as presented in Table 1.
ICEIS2014-16thInternationalConferenceonEnterpriseInformationSystems
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Figure 1: Socio-Demographic Features Statistics of the Users Born between 1977 and 1998.
About the survey information on Facebook, the
characteristics definition was performed the same
way: observing the options that repeated the most in
the group answers.
Table 1: Definition of the characteristics of the users born
between 1977 and 1988.
CHARACTERISTIC DEFINITION
Age Between 1977 and 1998
Sex Feminine
Relationship status Single
Occupation Private company employee
Schooling University degree
Income From 7 to 15 minimum wages
Figure 2: Persona - Júlia.
With the characteristics defined it was possible to
obtain a more thorough comprehension of the users
about their habits and objectives for the studied
social network and made possible to define four
personas: Carol, Júlia (Figure 2), Rafael and Ana
Maria.
4.2 Test Application
The methodology used in user's usability tests
application was the same in the pilot-study, with the
difference that after the filling of the survey, the
participant was presented to the personas and invited
to choose the one which best represented itself
considering only the aspects related to Facebook
use.
The scenarios applied in this research were the
same used in the pilot-study and can be visualized in
Table 2. Considering the characteristics of the
persona Júlia, it was necessary to perform usability
tests with underage users. In these cases, after
reading the consent term for the participants, the
signing of the document was done by their parents.
Usability tests were performed with twenty two
users, five of them being with age, schooling and
Facebook use features based on the persona Júlia,
six with the features of persona Rafael, six based on
the persona Carol and five similar to the persona
Ana Maria.
As occurred in the pilot-study, to participate in
the tests, the users signed a free and clear consent
term, according to the resolution 196/96 (Brasil,
1996). In the same way, the execution of the
usability tests was monitored as previously stated.
First of all, it was shown the evaluation proposal
AStudyontheUseofPersonasasaUsabilityEvaluationMethod
171
to the participating users. This presentation aimed
not only an introduction to the theme, but also to
minimize the doubts concerning the performance of
the tasks and ask the users (or parents, when dealing
with underage users) the signing of the consent term.
After the presentation, the participants have done
the usability tests trying to execute the tasks
proposed in the script. After that, the participants
answered to the after-test questionnaire, in which
were asked information about the socio-economic
profiles, Facebook use and about the proposed tasks
Table 2: Task script.
Task 1
Alter the privacy configuration so that
your profile can no longer be accessed
publicly through a search tool (for
example, Google). Make it visible just
for your friends.
Task 2
Did you know that it is possible to
visualize your profile the way it shows
to a friend and the way it shows to
people who are not your friends? Try
to visualize them both ways and check
if your personal information and
sharings are shown for both cases.
Task 3
Alter the privacy of your birth date so
that it is shown only for yourself.
Task 4
Did you know it is possible to define
the privacy of your albums and
pictures making them visible only for
your friends, for a group of people or
to one single person? Do the test
altering the privacy of a profile picture
so that one only friend can visualize it.
Task 5
It is possible to choose who can
publish a message or share information
on your profile or timeline. Alter your
configuration so that only your friends
can post on your profile.
Task 6
Alter the configuration so that you can
analyze publications in which you
were marked before they are shown on
your timeline. Thus, every time you
are marked on a picture or someone's
status, the marking will be pending
until you approve or refuse.
Task 7
In the box "What's on your mind"...
(your name)?", publish a message and
block one or more specific people
from visualizing it.
in the script, informing their impressions about the
tasks executed. The questions used in this
questionnaire about the socio-economic profile and
about Facebook were exactly the same used in the
survey to identify the profile of Facebook users.
This occurred so that it was possible to exactly
compare the characteristics of the personas (that
were defined based on the information obtained
from the profile identification survey).
At last, the participant was presented to the four
exiting personas and indicated the persona they
identified the most with, considering only the using
aspects of Facebook.
For the participant to be considered adequate for
the persona to which it would be associated, were
defined some of the characteristics that could
influence in the way the user interacts with the social
network. They are: age (representing an age group
and not a specific age), schooling (respecting a
group), access frequency, use priorities and kind of
posted content.
4.3 Video Analyses
So that it was possible to compare the results of the
pilot study and the actual work, the tasks
classification as "Performed", "Partially performed"
and "Not performed" was maintained.
The analysis of the users' interactions during the
performance of the tasks allowed to visualize the
performance of the participants categorized
according to the characteristics of each persona in
performing the tasks.
In the period between the application of the pilot-
study and the development of this research,
Facebook made available many new functions and
layout modifications, being many of them aiming to
make privacy configurations easier. One of these
new functions, made available in December 2012, is
called "Privacy shortcuts". It is a menu that centres
some of the privacy options, however it does so in a
narrow way, since many of the important
configurations, such as picture visualization
configuration or profile information, are not in this
shortcut.
This new functionality was used only by users
similar to the personas Rafael and Carol (four and
two users, respectively) that by coincidence were the
personas with the best performance in the usability
tests.
Yet another interesting aspect observed in the
videos is that considering all of the users in which
the usability tests were applied (including the users
of the pilot-study), only one of them used the
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Facebook help service in the attempt to fulfil the
tasks. This user, similar to the persona Júlia, used
the help service in different tasks, however, did not
reach success in performing them.
4.4 Questionnaire Analyses
Since the user experience in using the system is a
characteristic of great influence in defining the
interaction quality between them, it is necessary to
observe the level of expertise of the usability tests
participants, separated according to the personas
they are most close to. Thus, it was observed for
how long the participants have a Facebook Profile
and how frequently they access it.
It was verified that the users related to the
personas Carol and Rafael are those who access the
social network for longer, while the users related to
the persona Júlia are those who have the larger
number of participants that accesses Facebook on a
daily basis.
Most of the users related to the persona Júlia has
their profiles for less than a year, but access them
daily. This characteristic draws attention, since,
despite it is the persona with the largest number of
users that access the social network daily, during the
video analyses, it was understood that the persona
did not perform any of the tasks completely, which
could be an indicator that the privacy configurations
are not adequate for the children using Facebook. In
this case, it is important to remind that the minimum
age this social network requires for underage users is
thirteen years old, thus being the configuration
options and functions descriptions must be in an
adequate language to this kind of audience.
In relation to the users similar to the Persona Ana
Maria, it was noticed that these are the participants
with the lower percentage of Facebook daily use,
which could contribute to the difficulty in executing
the tasks proposed in the usability test.
Another important aspect that is influential over
the way the users can interact with the system over
privacy configurations is related to the type of
content that the user posts, that being, whether or not
the user needs to know the privacy configurations
according to the type of content that it usually
publishes on its profile.
It was observed that the users more similar to the
persona Ana Maria usually (or almost completely)
post only content that they consider public. This
characteristic goes along with the aspects defined for
the persona based on the survey answers. The
questionnaire analysis also showed that despite the
corresponding users to the persona Rafael had the
best performance in executing the privacy
configuration tasks, none of them is used to, when
using their profiles, configure private content,
preferring to use the Inbox, publishing only public
domain content or even posting public and private
content without any configuration.
Another fact observed during the analysis of the
queries is that although it has not done 77% of tasks,
most participants associated with the persona Julia
replied to the question "Have you had any trouble
finding where to make proposed settings?" with the
option "Yes, in few.”. Another finding is that the
persona with the best performance on the usability
test is the one that considers the privacy settings
offered today by Facebook sufficient considering
that the majority of users associated with that
persona answered "No" to the question "I wish you
had more privacy options beyond those offered by
Facebook?". This may mean that other users may be
missing settings that actually already exist, but that
they may be unaware.
As in the pilot study, the subjective questions in
the questionnaire provided some relevant
considerations, in particular suggestions for the
improvement of the privacy settings of the social
network.
The P6 user argues that some settings could be
better explained at the time of creating the profile,
because although it was able to perform all tasks
whose existence is not known configurations exist,
such as the possibility of disabling access to the
profile by using a searcher.
The user opinion P7 is that privacy settings
should be located in one place so that they are
centred. Similar view was presented in the pilot
study by a user and the generation Y was considered
relevant in order to monitor the implementation of
the tasks showed that some users (especially users of
generation X) tried to perform all requested privacy
settings in script across the "Privacy Settings",
which was not possible since the settings of various
items were "scattered" by the Facebook interface
option.
Setting the visibility of each photo, for example,
is performed on the album himself, and visibility of
publications in general, is selected at the time of
publication. As for this problem, although Facebook
has recently implemented a feature called "Privacy
shortcuts", which centralizes some privacy options
(as suggested in the pilot study), it does not do so
comprehensively, considering that important settings
such as viewing pictures or profile information, are
not contemplated in this shortcut. Execution of the
tasks also showed that still are few the users that use
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such option.
User P5 states that it has found it difficult to
execute the first task (which asked to deactivate the
profile access permission through search engines),
for, according to it, the location of the function is not
intuitive. In the pilot-study, this issue was one of the
most problematic for the users and in that occasion
was suggested not only to modify the name of the
option, which by the time was called “Public
Previous", but also its location within the available
menu options. Both modifications were performed
in a way that nowadays this setting is within Privacy
Configurations, as part of the sub item "Who can
search me?" with the name "do you wish other
search engines to show a link in your timeline?".
However, even with all of the modifications, the
user P5 still found it difficult to locate the option.
5 DISCUSSIONS
Before establishing any comparison between the
research methods used in the pilot-study and in the
actual work, it is important to understand the
difference of the target of each research. In Figure
3, it is possible to visualize such difference of target
considering just the age feature, however, it is
important to remember that each persona represents
a set of features as socio-economics as Facebook-use
related.
Figure 3 shows that while the pilot study was
performed focusing on the users of generations X
and Y, the actual work considers the users of
generation Z [15], besides subdividing the users of
generation X in two user groups with different
features to identify the behaviour difference within a
same generation as privacy settings are concerned.
Figure 3: Users researched: Pilot-Study x Actual work.
The difference between users of the same
generation, represented by Rafael personas and
Carol, becomes clear when we analyzed the numbers
that demonstrate that similar to the persona Rafael
users had an almost 20% higher than the
performance of the users associated persona Carol
which shows the influence of factors other than age
in the way users interact with the system and the
privacy settings.
Regarding the use of personas as a method of
evaluation, empathy, so widely discussed when
dealing with this concept, was easily identified at the
time that users have contacted the description of
Julia, Rafael, Carol and Ana Maria profiles. Some
stated "This one is me." about the description of one
of the used archetypes.
The application step that asked the user to inform
which persona it was more similar to as for
Facebook use was important so that it was possible
to verify if the participants identified themselves
with the personas they would be associated with. In
most of the cases, the participants chose for their
respective persona.
Pruitt and Adlin (2006) states that the use of
personas during the developing process leads to an
increase in usability, utility and product appeal,
enhances the processes and improves the ability of
the team to take business decisions that can benefit
both itself and the users. Thus, considering that the
process of developing a system is similar to the
maintenance process, it is possible to conclude that
the definition of the behaviour of personas and
identifying their difficulties in using the application
enables the upkeep or redesign the interface to be the
same facilitated.
Thus, we can conclude that the main difference
in the methods used in the pilot study and the current
study is that the use of personas as a method of
evaluation allows the creation of complete artefacts
to use in the next step to readjust and adapt the
system according with the problems encountered.
6 FINAL CONSIDERATIONS
The use of Facebook increases every day among the
different profiles of users worldwide. Adjust your
privacy settings throughout the audience means that
not only minimize unpleasant to those who use the
social network due to exposure problems, but can
also function as an efficient way to retain the user
consequences.
The constant changes in Facebook's privacy
settings perceived throughout the development of
this work, including the implementation of the pilot
study show a concern of the owners of the system to
meet the needs of its users, if readapting and
remodelling itself is always possible, in order to stay
up to date.
Privacy issues are pertinent to every social
network and not only to Facebook. The
methodology of queries, development of personas,
implementation of task scripts and consequent
usability assessment and proposed changes of items
with problems, can be applied to any other social
ICEIS2014-16thInternationalConferenceonEnterpriseInformationSystems
174
network.
The development of this work generated great
experience about usability assessment. The
observation of many concepts and methodologies
was needed so that all of the developed steps could
generate satisfying results for the next step.
Thus, some lessons should be observed for future
work , including the following: watch the language
used on quizzes and tests is available to the entire
universe of people with whom they will be applied
(in the case of this study , it was found that younger
users had great difficulty in completing both the
questionnaire to identify a profile of Facebook users
as the post-test questionnaire), to avoid as much
open questions in the online questionnaire and lastly,
try to make usability tests and questionnaires post-
test more succinct so as not to overwhelm the users
and be able to extract information from him and
important ideas on issues at hand.
Support the dissemination of Persona user
modelling can contribute to that produced systems
are more suited to the desires of an audience of
technology that is becoming more demanding every
day. Furthermore, the use of personas as a method
of assessment contributes to the diversification of
the existing methods and that evaluations of
usability and interface can be even more
comprehensive.
This research can be seen that the use of
personas as a method of assessment does not
contribute significantly to the identification of
usability flaws step, but it seems to be very effective
when you correct them in view of the artefact that
can be delivered to maintenance staff and design
(complete personas representing tracks market that
are based on real user data and have identified
difficulties and suggestions for modifying the
system) and empathy created on the development
team for individuals who personas represent.
Thus, future studies can examine the process of
redesign and fix usability flaws based on personas
created and used during the evaluation methods and
the benefits that this type of evaluation can bring to
this process step.
The complete work that supported the
development of this article can be found in
Cerqueira (2013). In it, it is possible to visualize
more deeply the matters approached here.
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