Short answer

Prioritize traditional or narrative persona formats over current deepfake iterations when the goal is to build empathy, credibility, and user engagement.

Field
User-Centred Design
Source
International Journal of Human-Computer Studies (2023)
Method
Experimental comparison
Evidence
Strong effect

Highly realistic but artificial deepfake personas are perceived as less empathetic, credible, and immersive than traditional persona formats, negatively impacting user willingness to engage. This user-centred design research insight is drawn from a 2023 study published in International Journal of Human-Computer Studies. Using Experimental comparison, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize traditional or narrative persona formats over current deepfake iterations when the goal is to build empathy, credibility, and user engagement.

Study
User-Centred DesignRecentStrong effect

Deepfake Personas Erode Empathy and Credibility in Design Tasks

Highly realistic but artificial deepfake personas are perceived as less empathetic, credible, and immersive than traditional persona formats, negatively impacting user willingness to engage.

International Journal of Human-Computer Studies · 2023

01

Key Findings

  • 01Deepfake personas were rated lower on empathy, credibility, completeness, and clarity compared to classic and narrative personas.
  • 02Participants reported less immersion and willingness to use deepfake personas.
  • 03A correlation was found between the uncanny valley effect and negative user perceptions of deepfake personas.
  • 04Task performance did not differ significantly across persona modalities.
02

Application

Design takeaway

Prioritize traditional or narrative persona formats over current deepfake iterations when the goal is to build empathy, credibility, and user engagement.

How to apply

When developing user personas for a design project, evaluate whether the chosen modality (e.g., static image, narrative description, or potentially a deepfake) aligns with the project's goals for user connection and trust.

Project actions

  • 01When creating personas, think about how realistic they need to be and what feeling you want to evoke.
  • 02Consider testing different persona formats with potential users to see which ones resonate best.
03

Method & Evidence

AimHow does the modality of a user persona (deepfake vs. traditional) affect user perceptions of empathy, credibility, clarity, immersion, and willingness to use?
MethodExperimental comparison
ProcedureParticipants were presented with user personas in three modalities: deepfake, classic (static image/text), and narrative (story-based). Their perceptions of the personas and their own sense of control and task performance were then measured.
ContextUser persona development and human-computer interaction in design tasks.

Variables

IVModality of user persona (deepfake, classic, narrative)
DVUser perceptions (empathy, credibility, clarity, immersion, willingness to use), sense of control, task performance
CVUnderlying persona characteristics (e.g., demographics, needs, goals) across modalities, the specific design task.
04

Strengths & Limitations

Strengths

  • +Direct comparison of deepfake personas against established modalities.
  • +Investigates multiple user perception metrics.

Limitations

The specific deepfake generation tool used might not represent all deepfake capabilities. The study focused on perception, not necessarily long-term user adoption.

Reliability & validity

The study's validity relies on controlled comparisons between modalities. Reliability would be strengthened by replicating the experiment with a larger, more diverse sample and different deepfake generation tools.

Think critically

If deepfakes are perceived negatively now, what advancements might overcome the uncanny valley effect in the future, and how could designers then leverage them?

05

Design Principles

"The perceived authenticity and emotional resonance of a persona significantly influence user trust and willingness to interact."

As design teams explore new tools for user research and persona development, understanding the perceptual impact of different modalities is crucial. This research highlights potential pitfalls of using deepfake technology for personas, suggesting that current iterations may hinder rather than enhance user connection and trust.

06

What This Means for Your Design

Fake people made with new technology (deepfakes) feel less real and trustworthy than regular ways of showing user types, which makes people less likely to want to use them.

How to use in your project

  • 1.Reference this study when discussing the rationale behind your choice of persona format, especially if you opt for traditional methods over more advanced, potentially less effective ones.
07

Add to My Project

08

Quick Cite

Paragraph starter

The effectiveness of user personas in design is significantly influenced by their perceived authenticity and emotional connection. Research indicates that current deepfake technology, while realistic, can evoke an 'uncanny valley' effect, leading to reduced perceptions of empathy and credibility, and a lower willingness to engage compared to traditional persona formats (Kaate et al., 2023). Therefore, for design projects aiming to foster strong user trust and connection, prioritizing established persona modalities may be more effective.

09

Source

International Journal of Human-Computer Studies

The realness of fakes: Primary evidence of the effect of deepfake personas on user perceptions in a design task

journal · 2023

View source

Questions About This Research

What does the research say about deepfake personas erode empathy and credibility in design tasks?
Prioritize traditional or narrative persona formats over current deepfake iterations when the goal is to build empathy, credibility, and user engagement. Evidence: International Journal of Human-Computer Studies (2023).
Why does "Deepfake Personas Erode Empathy and Credibility in Design Tasks" matter for design?
As design teams explore new tools for user research and persona development, understanding the perceptual impact of different modalities is crucial. This research highlights potential pitfalls of using deepfake technology for personas, suggesting that current iterations may hinder rather than enhance user connection and trust.
How can designers apply this research?
Prioritize traditional or narrative persona formats over current deepfake iterations when the goal is to build empathy, credibility, and user engagement.
What were the main findings?
Deepfake personas were rated lower on empathy, credibility, completeness, and clarity compared to classic and narrative personas.. Participants reported less immersion and willingness to use deepfake personas.. A correlation was found between the uncanny valley effect and negative user perceptions of deepfake personas.. Task performance did not differ significantly across persona modalities.
What research method was used?
Experimental comparison.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2023 journal from International Journal of Human-Computer Studies.
What should I do differently in my next project?
When developing user personas for a design project, evaluate whether the chosen modality (e.g., static image, narrative description, or potentially a deepfake) aligns with the project's goals for user connection and trust.
What are the limitations?
The study used a specific commercial deepfake service, and findings may vary with different technologies. The 'task' context was not deeply specified.