Over the summer my user experience team at the University of Edinburgh had the wonderful opportunity to work with a Behavioural Insights (Nudge) Intern. There are lots of parallels between behavioural science and human-centred approaches. Nudge models give us the opportunity to bring an extra level of formality to our approaches.
Working with a behavioural science specialist has brought things full circle for me. My first association with the University of Edinburgh was when I studied economics here for my undergraduate degree.
And it really is full circle, because this was my last blog post as an employee of the University of Edinburgh. I’ll publish more about that news shortly.
This post on my team’s blog outlines why and how we have moved away from using personas to behavioural archetypes.
Existing personas had served the team well for over 10 years. But with our work to reimagine the future of our web services, and our attention turning to the development of a new Web Publishing Platform, we recognised that these old personas needed to evolve.
Now, our archetypes focus on people’s behaviours — who does what, how they do it, and why.