By Christopher Schmitt; et al
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Do they use it? What do they think of the site’s competitors? ❑ Personal information. This might include such information as age, gender, and location (for example, urban or rural). ❑ Design preferences. How would they define a “good” site design? While you might not ask them to leap into an art school–esque dissection of a given site’s design, you might ask them to tell you some of their favorite sites. Try to find out why those sites are their favorites. Additionally, you could try to uncover what sites they like least, and why.
This is another area in which our personas can help us, and enable us to reign in our impulse to over-classify. If we consider what language would be helpful to “Frank” to find a specific section of our site, or which categories make the most sense to “Natalie,” then we can frame our IA work around our users’ needs and goals. While planning your site’s information architecture (and, in fact, throughout every stage of your project), it’s important to keep your users’ needs at the forefront of your mind.
An overwhelming percentage of your users might use the Macintosh version of Internet Explorer; a large minority of your users might be color blind, or suffer from poor vision; a high number might be working mothers, or perhaps teachers looking to acquire professional development credit. More than likely, your audience will be multifaceted, and could contain any or all of the above. But no matter the spectrum that your users cover, it’s important to keep these seemingly disparate characteristics in mind as you sit down to write your personas — because just like your “real” users, your persona may not be able to be easily categorized.