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Building Contextual Personas through Scenario Planning

3:30 pm
Room 183
Attend this Session

Personas are an integral part of the User Experience (UX) design process. They provide insights on who our users are, what their habits might be, and the goals that they have with the product being built. Although they put a face and a story to multiple users, it is a question whether personas respond adequately to product contexts, i.e. the business conditions that give rise to a product idea. It seems that for all of the behavioural richness that personas afford, it misses the insight from the business environment that might want that solution. If successful products are the result of a product and market “fit”, can we build personas that deliver both behavioural and business insight? If so, how?

In this session, we will be looking at a hybrid approach towards persona development. By combining the time-honoured methods of persona development (e.g. user interviews, primary and secondary research, contextual inquiry, etc.) with strategic business planning, we will be building personas that are cognizant of the user’s behavioural narrative and the business conditions that give rise to your product. We will identify some user types who could be your target customer and consider some ways at which you – through your product offering (be it a website, a mobile app, a podcast, anything!) – can serve their needs.

Even better, we’ll look at this through some case studies!

Don’t throw the baby with the bathwater! Let contextual personas deliver the business and behavioural insight you need to achieve product-market fit.

Key Take Aways

  • Personas: For and Against (a.k.a. What are personas and how have they changed throughout the years?)
  • What is the role of business insight in creating successful products that users love?
  • How to avoid “ego-first development”
  • Figure out if you're building a "vitamin" or a "painkiller"
  • Use contextual personas to drive product decisions anchored on deep user and business insight
Intermediate Digital Business &
Entrepreneurialism Session


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