Personas are used across a wide variety of design specialties, from UX to Information Design to Industrial Design. They’re often a key deliverable of the discovery phase of most projects, and are used to inspire empathy in the minds of the people who will be designing for them.
But after the discovery phase, the personas often die. And they die without ceremony. No tears are shed, there’s no funeral; it’s rare that there’s even an acknowledgement of their passing.
For a tool that’s meant to create empathy, this seems particularly non-empathic. This talk will explore the reasons why personas fail, their overall utility as a part of the design process, and how to reconstruct them to create more value for product decision-making.
To explore the reasons why personas fail and propose how to reconstruct them to create more value for product decision-making.
Product and research folks who are interested in diving deep into the theory behind a design tool.
Five Things Audience Members Will Learn
- Why personas are failing
- What unconscious bias is and how to recognize it
- How to counter it
- A method to reframe the persona
- Some history on how the tool has evolved