The Use of Data-Driven Personas to Facilitate Organizational Adoption – A Case Study
Tomasz Miaskiewicz, Coryndon Luxmoore · The Design Journal · 2017
Personas have gained popularity within design practice. A persona represents a group of target users using a vivid, fictional character. While the benefits of utilizing personas have been documented, one of the common challenges is identifying the personas using a rigorous approach that leads to organizational adoption. This paper illustrates an approach to developing personas that combines quantitative and qualitative research. An application of the approach led to the resulting personas gaining organizational credibility and adoption. This credibility allowed the personas to be centrally integrated into the product development process and adopted by the broader corporate culture.