Why personas stop innovation—what to do next.
Zakary Kinnaird

Yeah… No.
User needs stay the same and evolve on a regular basis. Capturing them, updating them and sharing them with the rest of the organization is important. The solutions change and the way you leverage different approaches to find new answers to need. So, yes Personas are very important for your organization. And, of course you don’t conduct your user interviews in ways where you ask people what they need, you study them just like you study gorillas in the wild. When observing behavior and needs you receive an understanding. An understanding paired with your skills will create an innovative solution (highly simplified, but that’s basically it).

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