25 Jun The Anti-Persona: Who you DON’T want your users to be
In a recent lecture, one of my students asked about the “anti-persona” when I was describing User Personas and why we create them in the UX process. I was honest when I said that I had never heard of the anti-persona, and that none of my project teams have ever developed these user personas that were effectively the opposite to what we were looking for in our primary or secondary users.
After the lecture, I wondered why I had never come across this term, and I decided to do some research.
Digging into the ever powerful Google, I discovered that the term is more commonly used to describe the persona of the brand that you are not. For example, if you’re a fast food restaurant that creates meals that use organic, fair trade ingredients, your anti-persona would likely be McDonald’s or KFC. In making decisions about how to position your brand or where to advertise, you might refer to this anti-persona to make sure you’re not using tactics or entering channels that might be confusing to your customers.
If you’re a fast food restaurant that creates meals that use organic, fair trade ingredients, your anti-persona would likely be McDonald’s or KFC
The same could apply to your users of course. If you’ve already developed a primary persona, I can only assume it would be pretty easy to extrapolate what the opposite qualities are and generate the anti-persona. Just like you would refer all along to your user personas when evaluating user experience decisions, the same would apply to the anti-persona.
Simple right? Just start by asking the question: Who DON’T I want visiting my website?