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Digital Brand Identity Manual
Menu-based navigation is designed to meet the following objectives:
i. Simplification: Organized content reduces the cognitive load.
ii. Consistency: Content sections encapsulate all the information,
comprehensively and concisely.
iii. Engagement: Easy-to-understand navigation makes a website
more relatable and encourages users to explore its content,
creating a more engaging experience.
A.2. User Personas
User personas are broad categories of users who are most likely to use
a government website. Designing the website with these personas in
mind makes navigation easier and more user-friendly. It allows content
to be tailored to meet users' specific needs, enhancing their experience
and information retention.
Steps for identifying and creating user personas:
i. Data collection and analysis: Gather data from website analytics,
surveys, user feedback, etc., to understand the audience.
ii. Segmentation: Group the audience by characteristics such as age,
gender, location, and interests.
iii. Persona development: Build personas for each group with
demographics and preferences.
iv. Validation and refinement: Use real user data and feedback to
confirm and improve personas.
Ministry/Department specific personas
Ministries/Departments must identify and create personas relevant to
their focus areas by following the above steps.
The DBIM Toolkit website (https://dbimtoolkit.digifootprint.gov.in)
features persona illustrations for Central Ministries and Departments.
Some personas are illustrated in Figure 46.
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