Building Contextual Personas through Scenario Planning

Jem User Experience Design

Personas are an integral part of the user experience design process. They describe our users, their habits, and their goals towards the product being built.

Although they put a face and a story to multiple users, some folks wonder whether personas make an adequate bridge between deep user insights and a company’s business goals.

As designers, we know there is value in understanding users and designing around their needs. But how can we sell user research when the way we have traditionally built personas do not always consider the business benefit – the “what’s in it for me?” that is so crucial to achieving alignment and buy-in?

This presentation considers that question and a way forward.




Session Details

Presented at both FITC Web Unleashed and Spotlight UX 2017 (Toronto, Canada) and Design4Drupal Boston 2016 (Boston, Massachusetts).