User personas are the foundation of user experience research, strategy, and design. A solid understanding of the audience, its needs, motives, goals, and pain points is essential to all product development stages.
My first UX project involved creating two user personas for Dutch Bros, a national coffee chain. As someone who is fascinated with psychology and human behavior, it was thrilling to research and discover user behaviors for the brand’s ideal consumer.
Humanizing Dutch Bros’ audience allowed the discovery of motives and frustrations that otherwise could have gone unnoticed. With these user personas, the brand’s audience was given a voice.
User personas are a compass that guides subsequent research, testing, and design. If you walk into the woods without a compass, you’re bound to get lost. If you walk into product development without user personas, you’re bound to get lost.
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