joekehoe

The outcomes of your research should be actionable and set a clear direction for design. Personas should contain attitudes, behaviors, motivations, needs and pain points that we can tap into and address. I don’t care that “Henry the Hipster” is a vegan who hangs out at his local cafe and bikes everywhere. I want to know why he chose to be vegan and how that motivation or attitude influences other aspects of his life. Why did he choose that particular cafe? What rational and emotional thoughts affected his reasoning and loyalty? Why is biking his prefered mode of transportation? Maybe he can’t afford a car, maybe he enjoys the physical activity, maybe it’s a matter of sustainability. The answers to these questions can give me the insights I need to design the right thing for Henry.