Reconceptualising personas across cultures: archetypes, stereotypes & collective personas in pastoral Namibia

Cabrero, Daniel G., Winschiers-Theophilus, Heike and Abdelnour-Nocera, Jose ORCID: (2016) Reconceptualising personas across cultures: archetypes, stereotypes & collective personas in pastoral Namibia. In: 10th IFIP WG 13.8 International Conference (CaTaC 2016), 15-17 June 2016, London, UK.

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The paucity of projects where persona is the research foci and a lack of consensus on this artefact keep many reticent about its purpose and value. Besides crafting personas is expected to differ across cultures, which contrasts the advancements in Western theory with studies and progress in other sites. We postulate User-Created Personas reveal specific characteristics of situated contexts by allowing laypeople to design persona artefacts in their own terms. Hence analysing four persona sessions with an ethnic group in pastoral Namibia –ovaHerero– brought up a set of fundamental questions around the persona artefact regarding stereotypes, archetypes, and collective persona representations: (1) to what extent user depictions are stereotypical or archetypal? If stereotypes prime (2) to what degree are current personas a useful method to represent end-users in technology design? And, (3) how can we ultimately read accounts not conforming to mainstream individual persona descriptions but to collectives?

Item Type: Conference or Workshop Item (Paper)
ISSN: 1868-4238
ISBN: 9783319501086
Identifier: 10.1007/978-3-319-50109-3_7
Page Range: pp. 96-109
Identifier: 10.1007/978-3-319-50109-3_7
Additional Information: © Springer Verlag 2016. The final publication is available at Springer via
Keywords: Personas; Stereotypes; Archetypes; Collective personas; User-Created personas; User-Centred design; User experience Namibia
Subjects: Computing > Innovation and user experience > Computing interaction design
Depositing User: Jose Abdelnour-Nocera
Date Deposited: 20 Jan 2017 09:20
Last Modified: 28 Aug 2021 07:07


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