USER RESEARCH
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Build personas Mike Jones manages products at Company X. His goal is to find the right audience for his product, and he learns about his audience through online forums and by interviewing users. He has a team of two subordinates who help him collect and analyze data on their audiences. He holds weekly check-ins with his team, and is rigorous in sending feedback and updates.
This is an excerpt from a persona. Personas are created through interviewing multiple individuals in the same position, and compiling their personalities, needs, challenges, and expectations into an imaginary user. Through developing personas your team can identify and prioritize the specific goals of your target audience.
Tip
After building your personas, put them to work – prioritize features according to what your personas need. It’s easier to make decisions for a specific user (or persona) than for a generalized audience.