A Data Analytics Approach to Persona Development for The Future Mobile Office

The concept of using automated vehicles as mobile workspaces is now emerging. Consequently, the in- vehicle environment of automated vehicles must be redesigned to support user interactions in performing work-related tasks. During the design phase, interaction designers often use personas to understand target user groups. Personas are representations of prototypical users and are constructed from user surveys and interview data. Although data-driven, large samples of user data are typically assessed qualitatively and may result in personas that are not representative of target user groups. To create representative personas, this paper demonstrates a data analytics approach to persona development for future mobile workspaces using data from the occupational information network (O*NET). O*NET consists of data on 968 occupations, each defined by 277 features. The data were reduced using dimensionality reduction and 7 personas were identified using cluster analysis. Finally, the important features of each persona were identified using logistic regression.