1) It is risky to simply ask users what features they want or make choices based on the designer's preferences because users may still be unsatisfied and designers do not truly understand the user's needs. 2) Personas provide a fictional example user that represents real users and their goals/values to help design teams make objective decisions and build effective tools that satisfy users. 3) Involving all stakeholders in persona development provides a shared understanding of who they are designing for to create the most effective experience.

1. pragmatic persona - why?
Pragmatic persona
Putting a Face on your user needs

2. pragmatic persona - why?
“You are Not Your User”
It’s easy to ask ourselves what we would like when making
choices about features, but "Self-substitution" is the most
common trap we fall into when making functionality and
UI decisions.

3. pragmatic persona - why?
Asking users what features they want and
building them is also risky
This ends with users’ getting what they asked for
and still not being satisfied with the site.

4. pragmatic persona - why?
Usability
“The extent to which a product can be used by
specified users to achieve specified goals with
effectiveness, efficiency, and satisfaction in a
specified context of use.”

5. pragmatic persona - why?
Ultimately, we should be
making some good
decisions about what
software to build based
on understanding what
users really value.
That's where the idea of
a persona comes in.

6. pragmatic persona - why?
A persona is an example of a specific user that we
can refer to when we evaluate decisions about
functionality, navigation and design.

7. pragmatic persona - why?
It's not based on one user, but a combination of
information about many users. So, even though a
persona may look like it’s describing a real person,
that person is fictitious.
Having this fictitious person helps us not get hung
up on any single user's opinions.

8. pragmatic persona - why?
It's a neutral "design target"—the person we're
trying to satisfy. The hope is that making this
persona happy will result in making all people like
the persona happy.

9. pragmatic persona - why?
Avoids subjective design decisions, and allows us to
judge effectiveness based on how well the
interface supports the users behaviour and goals

10. pragmatic persona - why?
Why do we encourage the whole team and all
stakeholders to be involved?
With a shared of understanding of who we’re
designing for and their needs, we can build a more
effective tool.