Head of Business Analysis @ Ciklum
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.