You must be able to build empathy with the users you are designing for. There is an imminent need to focus on the underlying motivations and behaviors that drive users so that your greater team can quickly internalize the user research and refer back to the persona(s) at any point to realign their design decisions. With design personas, there is often no need to include demographic details at all, unless they som…
…e primary material that would help them improve the product, from wording to automation to the FAQ. The job of the “customer experience specialists” was as much about providing customer service as it was about improving the customer experience and sharing the voice of the customer within the company. Each customer contact is seen through the prism of: how can we avoid this customer pain point next time and transform this problem into an opportunity? The job was about helping a particular customer but also working with the product and development t…