(Pinta 1, 2) Customer First: Personas at the Heart of Your Requirements / Yuriy Gaiduchok

Typically products are built by implementing initial idea of some capability or functionality, which is then delivered to customers. And most business designs or products fail due to not placing customer priorities and needs first, before implementing solutions. Defining user and buyer personas is a powerful approach to reverse this frequent way of thinking. With user personas, stay focused and design only functionality that clearly helps with customer hassles. With buyer personas, cover various distinct needs for different types of decision makers. Keeping in mind these dimensions helps building products that customers love and buy, often dramatically improving chances for success on today’s competitive environment. Learning points:

Achieve better outcomes for customer end users with defined user personas;

  • Understand buyer personas to create more targeted solution;
  • Enable reversed thinking with placing users and buyers needs first, prior to defining capabilities.