{"id":680,"date":"2020-05-07T09:49:17","date_gmt":"2020-05-07T06:49:17","guid":{"rendered":"https:\/\/persona.qcri.org\/blog\/?p=680"},"modified":"2021-03-18T22:10:33","modified_gmt":"2021-03-18T19:10:33","slug":"should-ux-designers-use-personas","status":"publish","type":"post","link":"https:\/\/persona.qcri.org\/blog\/should-ux-designers-use-personas\/","title":{"rendered":"Should UX designers use personas?"},"content":{"rendered":"<p>The question in the title was asked in <a href=\"https:\/\/www.quora.com\/Should-UX-designers-use-personas\">Quora<\/a>.<\/p>\n<p>Mike Donahue wrote a <a href=\"https:\/\/www.quora.com\/Should-UX-designers-use-personas\/answer\/Mike-Donahue-7\">nice answer<\/a>, most of which I agree with:<\/p>\n<p><strong>&#8220;Building on what\u00a0<a class=\"q-box qu-cursor--pointer qu-hover--textDecoration--underline\" title=\"www.quora.com\" href=\"https:\/\/www.quora.com\/profile\/Jakob-Persson\" target=\"_top\" rel=\"noopener noreferrer\">Jakob Persson<\/a>\u00a0has said, it\u2019s not even just a matter the right reason to use personas. You also need to know if the persona you use is worth using.<\/strong><\/p>\n<ul class=\"q-box\">\n<li><strong>Is it built using accurate, unbiased research methods<\/strong><\/li>\n<li><strong>Does it contain actionable details, and as Jakob points out, those are behavior details. It\u2019s rare that demographic details provide significant insight into how to shape the experience.<\/strong><\/li>\n<\/ul>\n<p><!--more--><\/p>\n<p class=\"q-text qu-display--block\"><strong>I have seen agencies deliver these overblown personas with so many useless details that made it harder to make decisions than easier. The best personas are concise and focus on what the persona is trying to accomplish.<\/strong><\/p>\n<p class=\"q-text qu-display--block\"><strong>On a personal note, I have largely moved away from personas in favor of Job To Be Done (JTBD) Stories because they focus on the outcome (goals) people are trying to achieve rather than details like how old they are. For example, if a person wants to drill hole the fact they\u2019re 25 or 50 has little impact on the solution.&#8221;<\/strong><\/p>\n<p>Just to complement Mike&#8217;s answer, from my point of view, personas still have plenty to offer for design. Often, there\u2019s too high empasis on redundant information, age in particular (like in Mike\u2019s answer, \u201cI don\u2019t need to know if they\u2019re 25 or 50\u201d).<\/p>\n<p>I would argue against this information not being relevant in a sense that age \u2014 and other personified information like name, picture, gender, etc. \u2014 are essential for humanizing the user segment.<\/p>\n<p>The humanization is not an end point in itself, of course, but it is required for an increased level of empathy.<\/p>\n<p>There\u2019s a difference between designing for a <em>\u201cbusy single mom trying to accomplish grocery buying faster\u201d<\/em> (JTPD approach) or for <em>\u201cMary, 25 year-old single mom from Chicago that wants to save more time in grocery shopping to take care of her elderly mom\u201d <\/em>(persona approach).<\/p>\n<p>So, I\u2019d say that in general personas can not only help designers focus on the user (<a href=\"https:\/\/www.personas.dk\/\">Lene Nielsen\u2019s<\/a> point) but also add more purpose and motivation for the designer\u2019s job. Like, \u201c<em>Hey, I\u2019m doing this for real people<\/em>.\u201d<\/p>\n<p>That, in itself, is a powerful thing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The question in the title was asked in Quora. Mike Donahue wrote a nice answer, most of which I agree with: &#8220;Building on what\u00a0Jakob Persson\u00a0has said, it\u2019s not even just a matter the right reason to use personas. You also need to know if the persona you use is worth using. Is it built using [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[2,8],"tags":[132,36,42,156,157,158,159,160,161,162,163,164,165,166,26,21,60,39,454,33,453,92,22],"class_list":["post-680","post","type-post","status-publish","format-standard","hentry","category-personas","category-use-of-personas","tag-data-driven-persona-book","tag-design","tag-hci","tag-hci-and-data-driven-personas","tag-hci-and-personas","tag-hci-and-personas-analytics","tag-hci-audience-understanding","tag-hci-customer-understanding","tag-hci-design-technique","tag-hci-user-understanding","tag-human-computer-interaction-user-understanding-technique","tag-human-computer-interaction","tag-human-computer-interaction-design","tag-human-computer-interaction-design-technique","tag-marketing-personas","tag-persona-analytics","tag-persona-development","tag-persona-research","tag-persona-user-experience","tag-personas","tag-user-experience-persona","tag-ux","tag-value-of-personas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Should UX designers use personas? &#8211; The Persona Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.qcri.org\/blog\/should-ux-designers-use-personas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Should UX designers use personas? &#8211; The Persona Blog\" \/>\n<meta property=\"og:description\" content=\"The question in the title was asked in Quora. Mike Donahue wrote a nice answer, most of which I agree with: &#8220;Building on what\u00a0Jakob Persson\u00a0has said, it\u2019s not even just a matter the right reason to use personas. You also need to know if the persona you use is worth using. 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