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Personas need a purpose: why you shouldn’t try to make personas that cover the whole company
My friend Benjamin asked a great question when I published my recent article on personas. In that article one reason an existing set of personas might not have worked: “They were probably created for the entire company, a big bunch of products or services, or a big division in the company…”
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What to do when you are asked to “refresh the personas”
I got a call today from yet another person in yet another large company (a super-big one this time) who has been tasked to ‘refresh the personas’ that were created several years ago by collecting new data and creating new posters. Let’s unpack the ‘reasons‘ to refresh them.
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What happens if you don’t use personas?
A potential client once asked me to write this up to help her convince the powers-that-be to invest in the project. Thought I’d share with all y’all.
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User is a four-letter word: the cow argument
The word “user” is such a bad word. And, by the way, so is the word “customers.” They are confusing, arbitrary, totally flexible and, worse, a great excuse to never think about the real people who use or buy or enjoy or hate your products.