Beyond personas. Machine Learning to personalise the project

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.