hello
i'm Joni Salminen here are my
co-authors Soon, Joao
Ahmed and Jim so
our work was about the effect of
different image
styles on user perception of personas
so this is about the design of
different persona profiles persona
is a fictitious person that describes a
real
user group and
basically we conducted an experiment we
had
six different levels of
pictures so we created persona profiles
and we changed the pictures
in the profiles but we kept all the
other information
identical and we had three baseline
personas Ashley
which you can see on the top line then
Chris
who you can see in the middle
and then Agung on the bottom so
these personas varied a little bit by
gender
and ethnic background and we also
observed some differences along
those lines that you can read more about
in the paper
so basically we go from
less realistic which is on the
right side pictures
to more realistic pictures so
at the very extreme you have these
symbols that don't have
even gender representation that we call
gender neutral then you have
silhouette figures that show a gender
but
do not show a face or any skin tone or
anything like that
then you have these simple
cartoons or symbolic cartoons
that do so a little bit more
like the skin tone and some clothes and
so on
but they don't show a face or facial
expression
so they're a little bit less
human-like
and then you have this hc human
like cartoons which
show a face so you can see the face and
and then rc means realistic cartoon
which is again more realistic more human
like expressions of the face
and finally the real pictures
of the personas so we showed this
in an experiment to more than 100
participants
who saw the personas and then they
were asked different questions about the
personas and we had
several hypotheses and we measured the
different perceptions persona
perception scale is the instrument that
we used so
we measured the impact of the perceived
picture
realism on various perceptions and we
observed that it does matter quite quite
a bit
so the clarity of the persona profile
increased with the picture realism
also the completeness which means people
found
the persona profiles to be more
informative
when the picture was perceived more
realistic
the consistency was also higher so
consistency means
that the information in
the persona profile was the different
information was not considered
inconsistent but more
consistent when the picture was really
realistic and also the persona was
considered more
credible and empathetic when the picture
was
more realistic
so in general for persona design these
results imply that more realistic
pictures in the persona profiles are
better in general and we also
found that the users were giving higher
persona personality ratings to
personas with more realistic pictures
so we measured the
personality ratings with the big
five
personality framework
finally we also found
evidence of the uncanny valley effect
which implies that as or which means
that
as we go more towards realistic
pictures there's this valley
effect that you can see in the rc
the average scores tend to
drop so
the realistic pictures have
the highest scores but then the
human-like cartoons which are less
realistic than the realistic cartoons
actually have
on aggregate higher scores
which is quite interesting
and in some cases
the in general having no picture at
all we tested such a
treatment as well so in general it
is better to have a picture see the np
there in this figure is
the no picture version
so it has second lowest score but the
gender neutral
picture has lower
aggregate score so that is not a
suitable
version or we don't recommend it and in
general
it's good to have some picture rather
than
no picture at all so
that summarizes our findings thank you
you