FUTURO by Eduardo Chavez

Have you ever heard of the term ‘personas’? 


I hadn’t until recently. I was working on selling and delivering the redesign services for the website of a Microsoft (US) business. In this project, we started the entire project on the assumption that all UX and Design decisions would need to be evaluated by taking into account the prototype of the various user needs. 


Personas usually are the generalisations of a set of users in a document. The personas I’ve seen are a one page document (per user type) that consolidates the needs, goals and behaviour characteristics of a set of users onto one page. Their valus is that they be useful not only in software development, but also in evaluating business and marketing assumptions.

They are particularly valuable to a range of business discipline (marketing, product development, etc) focused. Keeping user needs visible and accessible in the one document makes it easy to maintain the customer top of mind. What’s more, personas are valuable ways to not only collect insights and group findings about your customer, but also to consolidate them into a one page summary document.

To learn more about the theory and application see below.


The theory: