| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 107 === Designing persona for user experience research requires understanding how to precisely collect and to present user information. Previous researches of persona mainly focused on the functions and ways of gaining the user data which had proved it as a powerful tool to portrait user characteristcs. However, how to present perosona appropriately and what impacts the presentation types might cause has largely remained uncertain and demands more research.
This study focused on persona presentation types and their possible impacts. The presentation types were divided in terms of text-based and infographic-based to weight the effects on cognitive load, empathy and memory performance. A two-stage study was planned; at stage I, a co-creation workshop was held to create persona as the experiment treatment; at stage II, an online experiment was conducted to compare the effects of text-based and infographic-based personas. A total of 157 subjects completed the experiment whose data were eligible for further analyses. The study results showed that infographic-based persona significantly decreased cognitive load by using “network” figure to present the correlation of information and “radar chart” to present the comparison of information. In addition, the cognitive load negatively correlated to empathy in all cases. In conclusion, the persona presentation type can significantly affect the user’s cognitive load which in turn influence the consequences of user’s cognitive empathy, affective empathy and memory performance.
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