… to point out that none of this can happen without a dedicated designer assigned to the scrum team. It’s their presence that ensures the relevant activities are proposed, prioritised and executed. If the design work is outsourced to a designer outside of the team (regardless if that designer is in-house or not) then the team finds itself back in the “Big Design Up Front” style of working also known as waterfall or the “sprint ahead” method — all of which reduce collaboration, shared understanding and trust between team members.
…y have the same desires or needs as a single, bartending, uni student living in a share house. Why? Because their values align, or they use technology in the same way, or they have the same approach to savings. In many contexts, these attributes are more important than demographic data. Personas overemphasize and over represent insignificant attributes. They impair judgement and amplify biases that we should be diluting.