Dan Nessler wrote this article focusing on design process and personas. Recently professionals have argued, that personas don’t create any real value in the design process and that they are bound to fail.
People often confuse marketing with UX personas. Personas serve as the backbone for the story we tell about our product.
Personas get created but don’t get any stakeholder buy-ins, are not well communicated or not used at all. People often confuse marketing with UX personas. UX personas focus on the behavioural and emotional side by revealing (often via. qualitative research) struggles and joys, how people do what they do and what purpose they pursue (why) when acting in a certain way.
The article then discusses:
- Definition of a persona
- Goals and personas in the design process
- Persona framework
Every story needs a hero. Thus, and in most cases, there is a real human being you and your product would like to create value for. Good read!
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