The third category of expert interviews on improvements was comments on Usability/Readability. As shown in Table 32, six types of expert opinions were derived. Opinions in this category are suggestions for future design and organization of persona in usable and readable way. Just as the layout and design have been developed by the formal persona through various researchers and case studies, the composition and form of the in-page data-driven persona should be improved and developed in the future. Some of the results of Usability/Readability category are opinions about possible persona elements for beginners who are not experts. This is an important guideline when creating a new persona version for students or beginners.
The results of the Thematic analysis can be summarized as the proposed a persona model for workshops and meetings of gain quick understandings and empathy without large amounts of user research proposed in this study. Experts have shown that this persona model can better inspect user responses to user behavior and UI design. In addition, this persona model can be quickly modeled based on the persona elements and layout system of this study according to the persona modeling process proposed in this study.
evolution of the Internet and Web services. For the design of web service, this study has explored the definition of user experience design and process of user experience research field. Then, this study investigated how to use quantitative web analytics data in the field of user experience design of web services. Also, this study conducted a literature review on the definition, pros and cons, and processes of formal persona and proto-persona. (see Chapter 2,3)
Then, this study investigated the main functions of traditional web analytics used in the field of web service and the value of utilization in user experience design field. In addition, this study explored the key functions and usefulness of in-page analytics for user experience design field. This study investigated the use of quantitative data for persona modeling of existing researchers and conducted a comprehensive study on how to use in-page analytics data for persona modeling. In-page analytics, the researcher studied the Beusable solution, which is directly involved in development, and designed and developed the clustering functions for persona modeling. (see Chapter 4)
Furthermore, this study studied a step-by-step guide for data collection for in-page data-based persona's concepts, objectives, processes, key elements, and layouts and persona. The case study of actual in-page data-based persona was conducted on Beusable home page. A case study was conducted based on the process and elements research presented in this study. To further demonstrate the validity of the persona modeling framework of this study, additional persona modeling with different variables was performed. (see Chapter 5)
In order to verify the usefulness of the persona model presented, this study conducted an expert evaluation. 1: 1 interviews were conducted with experts in the web service field who could understand and utilize the persona model.
The results of the interviews were analyzed using thematic analysis.
Thematic analysis shows that UX designers can get directions and guidelines on UI elements such as UI element improvements, insights, and insights of adaptive UI. Similar advantages to the traditional persona was suggested but also the usefulness of the differences were found. Also,
through in-page data-based persona, UX designers can quickly identify the overall data trend and critical checkpoints. Interestingly, UX designers were able to get insights into new user research projects and marketing activities.
UX designers also pointed out the merit of each persona elements and possibility of utilization. Overall, an in-page data-based persona has similar advantages to a formal persona, but has the advantage of getting more specific UI elements improvements, adaptive UI, and insights quickly. It also had the advantage of being able to quickly see the overall flow of data and gain insights for new user research and marketing activities. On the other hand, through the thematic analysis, this study will be able to grasp the improvements in all three fields. The three categories are 'Rich Data/More Segmentation Features', 'Data Analysis/Visualization' and 'Usability/Readability', which can be used to develop advanced persona model, create various persona models and case studies, and develop advanced in-page analytics functions. (see Chapter 6)
7.2 Future Works
In chapter 2, the user experience design field is continuously evolving, and the field of data-driven design using analytics data is being studied. In the field of data-driven design, the number of service companies and the number of researchers are expected to increase as web services become more sophisticated and utilize big data. Therefore, it is necessary to continuously grasp and study the progress of this field.
In chapter 3, formal persona has also developed a UX design community and various UX designers through research and case application since Cooper presented the concept for the first time. It is necessary to continue to study the evolutionary directions and cases of formal persona. Especially, it is necessary to focus on research to combine qualitative and quantitative data effectively in formal persona field.
In chapter 4, web analytics and in-page web analytics continue to be developed and evolving, so future studies need to keep track of new and
available quantitative data and research how to use them. In particular, since in-page analytics data is not yet diverse, it is necessary to research and develop a data system that can better demonstrate usage behavior. This study has developed new-returning, referrer, and segmenting CTA clustering functions for clustering of in-page data-based persona, but future studies need to develop more clustering functions. In addition, in-page analytics features need to be developed to provide richer, more detailed information for each persona.
In chapter 5, research on in-page data-based persona is now in its infancy, so more case studies of persona modeling are needed for diverse industries and services. In addition, it is necessary to study the diversity of persona modeling elements, form, and expression based on the findings from chapter 6. Just as formal persona has been developed by various UX researchers, in-page data-based persona will have to mature, develop and diversify through various studies.
In chapter 6, a variety of in-page data-based persona models will also be studied and evaluated to assess these models at the stage of actual application. It will be necessary to continue to design and evaluate various persona models according to the industrial sectors, service business models, and persona data types.
Acknowledgements
I sincerely appreciate Professor Kiyoshi Tomimatsu for enabling me to study at Kyushu University and his indispensable guidance during my doctoral research. Also, I would like to appreciate Professor Tamura, and Ushiama who are thesis committee members, for their in-depth review and guidance.
Furthermore, I would like to express my gratitude to Professor Kun-pyo Lee for introducing me to Kyushu University and Tomimatsu professor.
Also, I would like to thank all the lab members of interaction design lab for their support and cooperation during the study. Also, I would like to thank the president of Seoul Women 's University for approving the academic progress. I would like to express my gratitude to Professor Park Woosung, Park Namchoon, Yi Joohyoung, and Professor Kim Jeongmin of the Department for their warm-hearted encouragement. Also, I would like to thank Baek Soojin and Kwon Soyoung for giving me advice to improve the completeness of the article through careful review of the paper.
Last but not least, I would like to thank my father, mother, father-in-law, mother-in-law, wife Chunhee, daughter Jungwon and all my family members for their support during my study.