The Truth About Personas Should we believe the hype around personas? Are they really a useful tool or simply a waste of time? What do you even do with them?

1. HELLO.

3. PERSONA OR PERSONOT:

4. PERSONA OR PERSONOT:
WHAT THEY ARE
WHAT THEY ARE NOT
THE TRUTH IN CREATING THEM
HOW TO USE THEM
WHEN TO USE THEM
CHALLENGES

8. WHAT THEY ARE

9. PERSONA (n.)
an archetypal user which represents the
true needs, goals, values, and behaviours
of a customer base.

10. QUAL QUANT

13. WHAT THEY ARE NOT

14. THEY ARE NOT AN ASSUMPTION

16. NEED
MOTIVATION
GOAL

17. THE TRUTH IN CREATING THEM

18. QUAL QUANT

19. QUAL

28. QUANT

37. Never shops online
No internet access
Low income
Low IT skills
Infrequent flyer
More short-haul
Frequently shops online
Constant internet access
High income
Developed IT skills
Frequent flyer
More long-haul
3
3
3
3
3
3
1
1
1
1
1
1
5
5
5
5
5
5
6
6
6
6
6
6
4
4
4
4
4
4
2
2
2
2
2
2

39. < = >

42. Educational client

43. NARRATIVE MOTIVATION
NEED
DESIRES
EXPERIENCE
BARRIERS
NEED
WHO / QUOTE
PHOTO

44. HOW TO USE THEM

53. What do you do with
them?

59. BLOGS
WITH PERSONAS IN MIND

61. CHALLENGES

63. https://fojap.com/hammering/

75. http://www.mailchimp.com/

77. http://www.realsimple.com/

80. WHAT THEY ARE
WHAT THEY ARE NOT
THE TRUTH IN CREATING THEM
HOW TO USE THEM
WHEN TO USE THEM
CHALLENGES

82. 55 North Castle Street
Edinburgh
EH2 3QA
United Kingdom
Tel: 0131 225 0850@UserVision
www.uservision.co.uk
Amy McInnes
Nicola Dunlop
amy@uservision.co.uk