Personas in scenario building : integrating human-centred design methods in foresight

Abstract

This paper contributes to integrating human-centred design approaches in foresight. We emphasize design thinking as an approach that incorporates user-centred concepts and artefacts, enabling the creation and visualization of potential futures and mediating the exploration of new perspectives and areas of intervention for innovation. However, there is limited discussion in the foresight literature on the meaningful application of design approaches. We focus on the persona method and its roles and applications in scenario building. To be meaningful in scenario building, personas need to appropriately integrate users’ future needs, expectations and behaviours that shape and in turn are shaped by contexts that are yet to be realised. Based on an analysis of published case studies, the paper underscores the role of personas in fostering creative imagination, enhancing scenario engagement, and prospective sensemaking beyond their application as a storytelling vehicle in scenarios. We link persona characteristics and design to their roles in scenario building, allowing design and foresight practitioners the flexibility to tailor the persona approach to different contexts and critically assess the underlying limitations. From this, we provide recommendations for incorporating personas in scenario building and conclude with suggestions for future research.