Keeping a focus on customers throughout the design process has long been the domain of the persona, but we rarely use them in favour of two more powerful and applicable tools; behavioural archetypes and behavioural modes.
Personas, jobs-to-be-done, segmentations… there are numerous ways in which design teams characterise audiences. But just how useful are these characterisations when designing for today’s challenges?
It’s crucially important that research be part of design, but it shouldn’t lead or even replace it. User-centred design shouldn’t be confused with a user-led design process.