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Is stereotyping inevitable when designing with personas?

Turner, Phil; Turner, Susan

Authors

Phil Turner

Susan Turner



Abstract

User representations are central to user-centred design, personas being one of the more recent developments. However, such descriptions of people risk stereotyping. We review the genesis and application of personas and kindred representations, and discuss the psychological roots of stereotyping and why it is so powerful. It is also noted that user stereotypes may be broadly accurate. This raises a number of questions. On practical level, as stereotyping is deeply engrained and resistant to circumvention, what are the instrumental approaches to its avoidance? Or, do we simply hope that its effects are not particularly prejudicial or detrimental? We argue that stereotyping in the design of interactive technology may be usefully thought of as comprising a number of tensions (or dialectics).

Citation

Turner, P., & Turner, S. (2011). Is stereotyping inevitable when designing with personas?. Design Studies, 32(1), 30-44. https://doi.org/10.1016/j.destud.2010.06.002

Journal Article Type Article
Online Publication Date Jul 27, 2011
Publication Date 2011-01
Deposit Date Aug 30, 2010
Journal Design Studies
Print ISSN 0142-694X
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 32
Issue 1
Pages 30-44
DOI https://doi.org/10.1016/j.destud.2010.06.002
Keywords design behaviour; design techniques; interface design; personas
Public URL http://researchrepository.napier.ac.uk/id/eprint/3832






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