5
Capture Your Customer Insights via Personas
User Personas
In many organizations, people talk about creating value, building features, or delivering products and services to “the customer.” But are all customers equal? Do they all have the same problems, needs, and wants? Do they have the same backgrounds? And what about their motivations for using your product or selecting your company in the first place? When talking about customers, you’ll quickly discover that people in your organization will have different ideas about whom that customer is that you’re talking about. Is it a user? A buyer? The people who maintain the product? The people who sell it? Store it? Ship it? Is it marketing? Sales? Our partners? Old users? Young users? People ...
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