Kit de cartas para criação de personas: uma ferramenta para apoiar o processo de design baseado nos valores do usuário

Abstract

Creating user personas is an essential practice in the development of user-centric digital products. They are fictional representations of real users, used to guide design decisions and help ensure solutions are more aligned with the target audience’s needs and expectations. When well-crafted, user personas guide design decisions and make the design process more empathetic and effective. Although models and tools currently exist to assist in building user personas, many approaches still lack depth in representing users’ motivations, values, and challenges, which often hinders the creation of appropriate experiences. Given this scenario, this work proposes the development of a card kit as a teaching resource to support design students in creating user personas, integrating the concept of user values into product design. The methodology involved a theoretical study of user personas and values, resulting in card content with definitions, examples, and practical guidelines to help apply these concepts. The first version presented in this work consists of 12 cards, divided into user value cards and persona-building cards. The material was developed in physical format and evaluated through face-to-face interviews with experienced designers, enabling its use in real contexts to be projected, opportunities for improvement in visual and usability aspects to be identified, and point to future research.