融合質性研究資料建構人物誌: 以銀髮族消費趨勢研究個案為例

Persona is an important tool to help designers understand and sort out user characteristics and needs. However, for senior users, traditional ways of creating personas usually have limitations because it is relatively difficult for seniors to express their needs and goals. This paper, with a case study, describes the process of creating personas with qualitative data, reflects on the use of multi-dimensional data in creating personas, and advances the application of persona layering framework in the creating process with practical benefits. The study results suggest that: 1. Through qualitative research methods such as observation, in-depth interviews, and qualitative data analysis, a realistic persona can be created with data related to both fundamental values/needs and context-dependent traits. As a result, the persona is able to better help confirm actual needs, and reduce misunderstanding; 2. The contextual data and materials gathered and analyzed with a persona can effectively assist designers not involved in the creation phase to engage in immersive understanding and to build empathy, so as to more accurately interpret the users' needs. The study extends the persona creation method, provides a possible multi-layer structure of personas, and contributes to user-centered research and practice for future research.