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The Dream of Data-Driven Personas
Tim Noetzel is a full-stack product designer passionate about data-driven design. Earlier issues. Most design and product teams have some type of persona document. Theoretically, personas help us better understand our users and meet their needs. Referring to these documents ourselves and sharing them with non-design team members and external stakeholders should ultimately lead to a user experience more closely aligned with what real users actually need. In reality, personas rarely prove equal to these expectations. On many teams, persona documents sit abandoned on hard drives, collecting digital dust while designers continue to create products based primarily on whim and intuition. In contrast, well-researched personas serve as a proxy for the user.
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Knowing your customers is essential for successfully marketing a product or service. Traditional personas use research methods such as in-depth interviews, focus groups, user testing, and surveys to gather data about who their customers are. UX designers need to understand as much about their users as possible so that they can design based on their needs and behavior. The same is true for developers who need to empathise with users they may never meet. Using similar methods to UX practitioners they have attempted to bring the customer into the centre of all marketing functions often known as a customer-centric approach.