Using personas as means to bridge user needs and climate service design: insights from the Austrian climate scenario evaluation

As climate services transition from pure data provision to tailored decision support systems, they require a mechanism to translate heterogeneous user needs into functional design. Despite the consensus on user-centeredness, systematic frameworks focusing on usability and uptake remain scarce. This study addresses this gap by developing prototypical Personas through a multi-stage co-creation approach. Based on quantitative survey data [n = 171], qualitative interviews [n = 23] and four focus group discussions, we identify key traits and selection criteria that categorize users not just by profession, but by their specific decision-making contexts and technical capabilities. Our results identify six distinct Personas – Spatial Planner (m), Manager for Climate Change Adaptation Model Regions (f), Actuary (f), Environmental Lobbyist (m), Tropical Medicine Specialist (f), Journalist (m) – that highlight distinct user requirements relevant for climate service design. Rather than representing every potential user, these Personas synthesize the most critical target groups and their requirements. Our findings reveal that while professional groups differ in their service usage, the primary determinant for design is not a user's profession, but their specific application context and interpretation needs. We show that different sectors often require similar products. While some users need easily accessible pre-processed information like ready-to-use maps, factsheets and text descriptions, others require data for custom interpretation and performing specific assessments. This study proposes the use of Personas as a strategic transition layer between scientific complexity and user-centricity. We discuss the potential of this approach to support the design of climate information that is not only scientifically robust but actionable.