July 28, 2020

The pros and cons of the persona

Getting through the user research phase of a design project can seem daunting, but in reality it’s just the beginning. When you and your team get to reviewing and synthesizing your research, you’re getting ever closer to bringing your concept to life. Usually, one of the first steps post-research is to create personas.

Personas give you and your team an overview of a user or a group of users. They also outline high-level assumptions about your user’s preferences and their behaviour patterns.


An example of a completed proto-persona highlighting motivators, behaviours, and needs for a single archetype. Leah...read more
By Kate Matesic

Kate Matesic

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