With user research, you actually want to learn a lot about a little. That “little” question is the specific question that’s keeping you up at night. To uncover this question, I ask the design team to imagine the most useful, actionable research results possible. What would they tell us? How would we use them?
Here’s a secret many people don’t know: you don’t need to create personas to be user centred. User centred design is not about personas. In fact, personas really don’t matter. Creating personas should never be your goal — understanding users’ needs, goals and motivations should be your goal. In some ways, a set of beautifully formatted personas is just proof that you met with users, in the same way that a selfie with a celebrity proves you were at the same restaurant.