In user-centred and service-oriented design, a ‘persona’ is a character that represents a potential user or stakeholder, and a ‘scenario’ is a user story that encapsulates the context, motivation and engagement in an activity. These concepts can be useful in developing in-depth understanding about core stakeholders and potential service users and their motivations for participating in your Citizen Observatory. This knowledge can then be used to help guide the identification and engagement of key stakeholders that align with the issue’s context and the Citizen Observatory’s aims. Personas and scenarios can be developed from the following steps, and are presented in text through visual materials:
- desk research and mapping (scoping issues, mapping),
- feedback (contextual interviews and focus groups), and
- prototyping (experimenting with ideas prior to developing them).
Personas and Scenarios the GROW Observatory
The GROW Observatory developed in-depth personas and scenarios to help define the stakeholder groups. These were initiated to illustrate the core concepts, motivations and knowledge held by different stakeholder types prior to their joining the Citizen Observatory. An illustration of these stakeholder types can be seen below:
Persona and Scenarios in the GROW Observatory
GROW undertook interviews and gathered feedback with different stakeholder groups around issues and concerns relating to soil health and moisture. Stakeholders included policy-makers, and a range of citizens who had concerns about land management, technology, education, health and soil moisture for growing food.