A master thesis from Aalborg University
Clickstreams personificeret: En undersøgelse af Web Usage Mining til persona generering.
[Clickstreams personified: A study on Web Usage Mining for generating personas.]
Forfatter(e)
Semester
4. semester
Uddannelse
Udgivelsesår
2025
Afleveret
2025-06-04
Antal sider
117 pages
Abstract
As the world changes, so must the persona litterature by considering the rising interrest in big data. This project aims to contribute to this, by an exploratory study of the use of Web Uage Mining based personas in an existing product design setting. To do this, the method is compared to a traditional persona generating process by executing both processes on the same user group. Results indicate a need to improve the current Web Usage Mining method to achieve af fully automatic persona generation. As for the traditional persona generating procedure, a need for a complete guide that takes contextualized persona template design into consideration is argured. To explore both methods relevance, resulting personas are used under same design task by product team members. Results support the continued relevance of traditional personas, and show Web Usage Mining based personas as relevant supplementary data, but not as a suitable alternative, as lack of personal information and effective data presentation is problematic. Future studies should aim at improving Web Usage Mining persona automation, and further explore relevant methods for including user frustrations and effective data visualisation techniques.
Emneord
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