Personas are a common tool to advocate for user perspectives in the design process. When used correctly, they can guide great designs. However, like any other tool, when used incorrectly, personas can lead to less-than-stellar results. Sometimes personas are used to rigidly prescribe or justify design decisions, leading to inflexible designs. Likewise, some companies try to standardize personas across multiple projects, resulting in such high-level descriptions that they become a useless reference in guiding the design.
We’ll discuss best practices in user research to drive persona development at the “right” level, and how to best leverage them to guide successful experience design.