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The Persona Lifecycle: Keeping People in Mind Throughout Product Design by Tamara Adlin, John Pruitt

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Chapter 12. Why Personas Work: The Psychological Evidence

Jonathan Grudin, Microsoft Corporation

Jonathan Grudin

“Jonathan the Psychologist”

Why Personas Work: The Psychological Evidence

Roles: Researcher, psychologist, use analyst

Goals: Understand the adoption, use, and effects of technologies and design methods

Objectives: Collect quantitative and qualitative data; find patterns, particularly around problems and solutions; communicate the results to people who are most likely to find them useful

Classic quote:

“Today’s teenagers are the people who matter in the long run”

Jonathan Grudin has worked as a developer and researcher in industry and as an academic at several universities, but throughout ...

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