Information is not the same as insight, so while organizations have an increasing amount of data about their audiences, they don’t always know how to make sense of it — what belongs, what’s actionable, and what will really help them meet their evolving challenges.
Personas have been a well-known tool for describing audiences for some time, but they’ve usually been based on common denominators, indices and averages. As UX professionals, we understand that crafting compelling experiences begins with a deeper understanding of audiences than numbers alone will offer.
This talk introduces another approach to creating personas. This approach brings research and data into an empathetic framework to produce a more human and intuitive connection and a deeper sense of consumers' wants and needs. At the same time, it can transform the design process by using empathy to promote collaboration, break down functional walls, and builds consensus.