Workshop#1

Who is your audience?

Personas

• Personas are vivid descriptions of explicitly fictional characters that embody behaviors and motivations that a group of real users might express.

Personas

• Communicate information about users to development team

• Engage diverse groups of project stakeholders• Glimpse into the potential user’s world • Bring abstract target group information to life • Foster discussion of goals and values • Identify and challenge assumptions

Target Audiences

Please take

10 minutes

and write down your

target audiences.

Target Audience• Attorneys, representing local government or private entities • Auditors• Candidates for elected office• Citizens who have questions about government authority,

actions, procedures, taxes• City & County Managers• City & County Clerks• Downtown development director• Elected officials

Target Audience

• Faculty colleagues• Finance office personnel• Housing inspections officer• Journalists (radio, TV, web-based, local, regional, national)• Non-profit organization board members or employees• Tax office personnel• State government employees (agency and legislative staff,

state officials)• State’s Local Government Commission personnel• Students (Public Administration or related fields)• Utilities personnel

Who else?

• What other target groups are you addressing through your web presence?

• Will we serve more audiences in the future (i.e., on a national level)?

Exercise

• Form groups of 3-5• Work across specialties• Create different Personas (2-6)• Be as generic as possible, as specific as

necessary• Approx. 30 minutes

Present

Vote your favorites

• Which descriptions do you find the most useful, most convincing or most important for the School?

• Use up to 8 points on one or more Persona profile.

Discuss

• Who out of these target groups are most important / essential for the School’s mission and why?

• (How) would this change if our scope was national?