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DEVELOPING PERSONAS TO HELP DESIGNERS TO UNDERSTAND DIGITAL EXCLUSION

Published online by Cambridge University Press:  27 July 2021

Joy Ai-Leen Goodman-Deane ,
Mike Bradley ,
Sam Waller  and
P. John Clarkson
Joy Ai-Leen Goodman-Deane*
Affiliation:
University of Cambridge
Mike Bradley
Affiliation:
University of Cambridge
Sam Waller
Affiliation:
University of Cambridge
P. John Clarkson
Affiliation:
University of Cambridge
*
Goodman-Deane, Joy Ai-Leen, University of Cambridge, Engineering, United Kingdom, jag76@cam.ac.uk

Abstract

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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.

Keywords

Inclusive designDesign methodsUser centred designDigital exclusionPersonas
Type
Article
Information
Proceedings of the Design Society , Volume 1: ICED21 , August 2021 , pp. 1203 - 1212
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
The Author(s), 2021. Published by Cambridge University Press

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