Published in


Why persona profiles improve teams communication

Sure, personas are not accurate. And they could be a waste of time when over-designed. But that’s not the point. They are research artifacts to show customers context and needs to facilitate communication among teams.

Using personas help teams to:

  • Be focused on real needs according certain customer journeys.
  • Have open discussions in terms of a third person’s goals. “Does this design meet the persona needs?” sounds more productive than “Can we make this bigger?” or “Will this provide more conversions?”.
  • Prioritize delivery so you can test, verify and rethink solutions, instead of wasting time on polishing features before the release.

Remember, you’re not designing for an imaginary friend. You design to deliver verified solutions to customer problems. That’s why customers buy your product, they don’t care about the company or team’s methodologies.

 by the author.




Short-form stories about productivity, strategy and communication skills.

Recommended from Medium

How to Get Long-Term, Steady Web Design Projects

IconInc to Bring Luxury Student Accommodation to Glasgow

A Fresh Clean & Classic Wedding Set in Northern California

Roam Research as The Tesla of Note-taking Apps

[HCDE 210] Ethics Interlude 1: Beneficence

Increasing the customer experience with Renewd’s pilot display.

Orpetron Web Design Awards Winner Sites in March

How to Practice for a Job in UX Research with Your Young Child

Mother listening to her child speak, with a smile on her face.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
J. Antonio Avalos

J. Antonio Avalos

Product Manager & Certified UX Architect. I write about productivity, strategy and communication skills for creatives | jantonioavalos.com

More from Medium

Being a product manager : doing the thing right… but also doing the right thing

The Product Death Cycle: What is it, Why it happens and How to get out of it?

Fav PM Question — What did I do wrong ?

Design Process & retrospection

Product teams. Part 1: Fixed vs flexible