Dynamic personas reloaded

Personas are essential in visualising what we know about our target audience. Their needs, pain points, goals and challenges. They help us empathise with the people we're designing for so that we can create solutions that they really love. 

• Real insight from real people in the target community

• Up to the minute data on goals, challenges, pain points and needs

• Self cleaning, allowing for a high level of dependency on data veracity

• A solid foundation for meeting real needs in the community

• A mirror on how our people are feeling at any one time

• The basis of real empathy with audiences

Up to this point, most personas have been static, relying on data extracted from research carried out some time ago. While still a useful starting point for all research teams that want to understand the audience segmentations within our organisation, there was a concern that with the passing of time, this data may increasingly reduce in relevance.

Introducing  Dynamic Personas. 

They build on the existing utility of personas by reaching out to the community and asking them to update their own goals, pain points, needs and challenges on an ongoing basis. This fresh data is then ranked by the community so that the most relevant issues are always at the top of the list, giving researchers and project owners the greatest insight into what people are thinking and feeling, thus helping them empathise with the real wow moments, concerns and challenges in the target community. 

This 'live' connection with the community allows anyone developing new solutions to meet real current needs and eliminates issues around using out of date information. As the world continues to change, the Dynamic Personas will keep up and mirror this evolving landscape by capturing the latest, up to the minute goals, challenges, pain points and needs from our people, enabling designers to create solutions that are relevant and perfectly suited to the moment. Whatever the moment may be.