The Role of the Persona is Shifting

I have been a proponent of using Personas to assist in the design of digital interfaces since 2003. I still believe in them, but I think their role has shifted and has perhaps become a bit diminished. Personas are user archetypes, models of groups of users that help define features, requirements and messaging choices. They are invaluable. If you develop digital interfaces and you don’t use Personas, you are seriously behind most everyone.

The Persona’s rival has taken the stage and it’s the real customer. Voice of the customer tools have improved over the last few years and companies pay more attention to what customers say thanks to the rise of social media. Everyday I sit at the breakfast table and read yesterday’s voice of the customer stream that was written by customers directly on our web site. It’s sent to me via email unfiltered, except for blocking out any characters that appear to be account numbers or personal information. Then I navigate to our Facebook brand page and read that, then over to our Twitter stream and read that.

We have done a lot to shape and enrich our Personas over the years, by enhancing their stories and adding other attributes in an attempt to bring them to life and therefore more approachable for business partners. But still they are cardboard cutouts. It’s much more powerful to read words from your customer or see someone’s Avatar adjacent to their feedback.

Reading customer comments evokes a roller coaster of emotions. One comment is glowing with praise that brings a smile to my face and a sense of pride. The next one calls out something that is just, well, stupid of us. We take all these comments seriously, logging them, and then trying to evaluate where in the priority fix queue they should fall. It’s a real time customer focus group and it’s beginning to influence how I design and shape project work almost as much as Personas have done in the past.

Curious if others are having the same experience or have other opinions.

Images from Avizor and Meetin’Bytes

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