The why and the what
It's likely been quite some time since you first heard about the W5 (who, what, when, where, why) and their good friend "how." By now, these question words should be second nature to you. In today's lesson, however, we hear Karen use them in a slightly different way: She says that user personas tell us the “why,” while user profiles tell us the “what.” In this case, the "why" is the reason, and the "what" is the thing itself. As you can imagine, the "who" talks about the people involved in something, and the "how" explains how something works.
可能你很久以前就已经学过了W5 (who, what, when, where, why) 和它们的好朋友“how”。这些疑问词对你来说已经习以为常了。但是今天的课里Karen的用法有一点不同：她说用户画像关注的是“为什么”，而用户概况关注的则是“什么”。这里“why”是指原因，“what”是指这件事本身。可以想见，“who”是用来表示当事人，而“how”是用来解释方式。
You probably won't hear people use the words "when" and "where" in this way. But you will definitely hear the "why," the "what," the "who," and the "how", as illustrated in the examples below.
“When”和“where”并不太会这么用。但是“why”，“what”，“who”，“how”则可以这么用。下面是一些例句。
Sample sentences:
Sciencegivesusthe"how,"butitcan'tgiveusthe"why."
科学告诉我们“怎么做”，但不能告诉我们“为什么”。
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Inhislatestbook,hetalksaboutthe"who,"the"what,"andthe"how"ofstrategicplanning.
他的新书讨论了战略计划中“谁”，“什么”以及“怎么”的问题。
Peopleoftendon'tbuyintoaproduct,service,orideauntiltheyunderstandthe"why"behindit.
通常在理解背后的原因以前，人们是不会为一个产品、一种服务或者一个创意买单的。
History of thePersona
用户画像的发展历史
In marketing,personasare used as fictional characters to represent a type of user that might use their brand or product. It's useful to consider the goals, desires and limitations of customers, and in this way helps to guide decisions about a certain service or product's features, interactions and visual design.
在市场营销中，用户画像被用作虚构的角色来代表使用该产品或者品牌的某一类用户。这对于确定用户目标、愿望和局限性是很有用的，这样可以帮助我们决定某些服务或产品的特性、交互和视觉设计。
The concept of apersonawas pioneered by Alan Cooper in 1983. This idea of developing user identity through fictional characters was later developed in 1993 by Angus Jenkinson, then adopted international by OgilvyOne.
用户画像的概念是由Alan Cooper在1983年首创的。这个想法通过虚构人物发展用户身份，后来在1993年由Angus Jenkinson继续加以演变，然后奥美互动让这一概念在全世界流行起来。
The benefit ofuser personasis that designers are better able to infer what a real person might need. It assists in brainstorming, and they also make it easier to communicate to engineering teams like developers. In addition, proposed solutions can be guided by how well they meet the needs of the individual user personas.
用户画像的好处在于设计者能够更好地推断出真人用户真正需要什么。它有助于头脑风暴，也让你能更容易地与项目团队沟通，比如开发人员。此外，通过思考如何更好地满足个人用户的需求，公司就能找到解决方案。