Persona and Audiences in UX Projects

With this project, it is intended to put into practice the knowledge acquired by the student throughout her degree and master's degree in order to contribute to the knowledge in the area of UX Design. More specifically, since the persona method is one of the bases of UX Design processes, it was understood that it was fundamental to understand the relationship between the persona and the target audience, trying to answer questions such as: How to verify if the persona correctly defines the audience? To what extent can the existence of predefined stereotypes influence the creation of personas for an audience? Can a more visual persona improve the precession of audience needs in interface development? Escolhadigital is a small company that provides services in the field of Website Design, Website Development, Application Development, E-commerce Development and Custom development for administrative services in telework regime. The practical application of the persona method in the company Escolhadigital serves to be able to observe, experience and analyze how the use of this method affects the work process and thus enrich literary knowledge. This work contributes to the effectiveness of the Design process, specifically in the area of User Experience Design. By understanding each person's perception of personas, workers will be able to pay attention to possible communication problems and, this way, facilitate the Design process, making it more effective. In order to achieve the objectives, a mixed methodology was used: interventionist and qualitative non-interventionist. Firstly, according to a qualitative non-interventionist methodology, was carried out a collection and analysis of literary information on the way to a theoretical framework. Then, according to a non-interventionalist methodology with a qualitive basis, case studies and exploratory studies were carried out with professors and researchers in the are, in order to complete the previous research. Later, a qualitative interventionist methodology (active research) was used during the internship.

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