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Research Seminar Series - What’s Hot in Interaction Design? An International Survey of Practitioners’ Views on Personas

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START DATE 21 November 2018

Middlesex University Dubai, Oasis Theatre

END DATE 21 November 2018

We are pleased to invite you to Wednesday Research Seminar. It will be held on November 21st from 4pm, at Middlesex University Dubai in the Oasis Theatre, Block 16, Knowledge Park. The Wednesday Research Seminar Series was launched in 2008, and has featured more than 230 presentations to date. The seminars provide a forum for researchers to share their work. Presenters include faculty from Middlesex University Dubai and other universities in the United Arab Emirates, as well as researchers from other global institutions. Ms Engie Bashir will deliver seminar on:

What’s Hot in Interaction Design? An International Survey of Practitioners’ Views on Personas

Engie Bashir


A persona is a user-model intended to support the design of a digital product by anchoring design within a vision of intended users. Advocates argue that personas promote empathy and help focus design on the goals and characteristics of users. They are, however, not without detractors and although it has been 18 years since the publication of The Inmates are Running the Asylum, there has been little research to systematically elicit practitioners’ attitudes about them. We report on findings from a ‘state-of-practice’ survey conducted with Interaction Design/User Experience professionals called ‘What’s Hot in Interaction Design’. We focus on 20 survey items eliciting practitioner’s usage and attitudes towards personas. The items were derived from a review of academic and professional literature sources. The results show that practitioners think that personas have benefits, but that creating them places demand on particular resources, and there are pitfalls. In this paper, we enumerate these. We also organize the results in terms of strength of opinion expressed and discuss implications for methods, tools and curricula.


Engie Bashir is a senior lecturer in Computer Engineering and Informatics at Middlesex University Dubai. She has enriched students’ knowledge and skills for more than a decade capitalizing on her industry experience in System Analysis and Design, Databases, and Web Development technologies. Engie has delivered lectures across different disciplines including Human-Computer Interaction, Computer Programming, Cloud Computing and Emerging and Novel Technologies.  Her research interests include User Experience (UX) and Interaction Design (IxD), Academic-Industry Engagement, Information Retrieval and Filtering and Data Visualization. She is an avid advocator of applying UX design into education and bringing industry practice into teaching and research to prepare students for a smarter future.

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