Beyond personas. Machine Learning to personalise the project

Authors

  • Niccolò Casiddu University of Genoa (Italy)
  • Francesco Burlando University of Genoa (Italy)
  • Isabella Nevoso University of Genoa (Italy)
  • Claudia Porfirione University of Genoa (Italy)
  • Annapaola Vacanti University of Genoa (Italy)

DOI:

https://doi.org/10.19229/2464-9309/12202022

Keywords:

personas, data-driven design, inclusive design, customisation, datafication

Abstract

The paper deals with some problems linked to Human-Centred Design (HCD) methods, namely Personas, that may mislead the designers to create distorted and stereotypical representations of users. These archetypal models of ‘human’ are questioned in favour of a data processing approach, that better responds to the needs of the projects contextualised in our hyperconnected society. The core value of this approach is the ability to adapt, based on algorithms capable of matching the product to the activity of each user. These considerations aim to balance the important benefits of the HCD design methods with necessary caution on the introduction of new tools still in verification. The integration of the well-established HCD methods with the new possibilities given by datafication originates a design process integrating the two aspects and that is presented at the end of the paper.

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Author Biographies

Niccolò Casiddu, University of Genoa (Italy)

He is a Full Professor and the Director of the Department of Architecture and Design at the Polytechnic School. His research is aimed towards the accessibility and usability of environments and products, particularly focusing on technological innovation effects.
E-mail: casiddu@unige.it

Francesco Burlando, University of Genoa (Italy)

Designer and PhD, he is a Research Fellow at the Department of Architecture and Design. His research is focused on the Post-Human Centred approach applied to robotics.
E-mail: francesco.burlando@unige.it

Isabella Nevoso, University of Genoa (Italy)

Designer and Digital Humanist, she is a PhD Candidate at the Department of Architecture and Design (DAD). She carries out research mainly in the field of Post-Human Centred Design.
E-mail: isabella.nevoso@edu.unige.it

Claudia Porfirione, University of Genoa (Italy)

She is a Researcher at the Department of Architecture and Design. Her lessons and research are aimed towards accessibility and human-machine-environment interaction.
E-mail: claudia.porfirione@unige.it

Annapaola Vacanti, University of Genoa (Italy)

Designer and PhD, she is a Research Fellow at the Department of Architecture and Design. She focuses her research on the study of Human-Technology interaction and innovative User Research methods to support the project.
E-mail: annapaola.vacanti@edu.unige.it

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The trending and Top 10 tv series suggested for Isabella by Netflix (credit: I. Nevoso, 2022). AGATHÓN 12 | 2022

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Published

31-12-2022

How to Cite

Casiddu, N., Burlando, F., Nevoso, I., Porfirione, C. and Vacanti, A. (2022) “Beyond personas. Machine Learning to personalise the project”, AGATHÓN | International Journal of Architecture, Art and Design, 12(online), pp. 226–233. doi: 10.19229/2464-9309/12202022.