Personas are an integral part of the user experience (UX) design process. They describe your users, their habits, and their goals towards the product being built.
Although they put a face and a story to multiple users, people wonder whether personas adequately bridge user insights and business goals. We know there is value in designing around user needs. But how can we sell UX research when the way we have traditionally built personas rarely considers the business benefit the “what’s in it for me?” that is crucial to achieving alignment and buy-in?
In this session, Jem will be looking at a hybrid approach towards persona development. By combining the time-honoured tactics of persona creation with strategic foresight methods, Jem will be building personas that consider the user’s behavioural narrative and the business conditions that give rise to your product. He will identify some user types who could be your target customer and think of ways you, through your product or service, can support their needs.
Don’t throw the baby with the bathwater! Let contextual personas deliver the insight you need to build digital experiences that people love.
Make Personas Great Again!!!
User experience designers, business owners, product owners/managers, project managers, developers
Five Things Audience Members Will Learn
- Personas: for and against (a.k.a. what are personas and how have they changed throughout the years?)
- Scenario planning and how it helps create digital products that people love
- The jobs to be done framework and how to operationalize it
- How to avoid ego-first development and shift to empathy-driven design strategy
- Make user experience research actionable and relevant to business goals.