Decorative. Photos of 3 people in squares with fake text under them to represent personas.
Decorative. Photos of 3 people in squares with fake text under them to represent personas.

Personas can be a great tool to have in your UX toolkit, but currently, there’s a big problem with the data we use in personas.

Personas are a nifty resource to reference throughout your design process, focusing on what your user needs. When used right they are fluid, spark empathy and can inform the design decisions you make.

Current personas over-simplify our users

Personas come from an old marketing technique and unfortunately, are often rooted in short-sighted, over-simplified images of who your users are; essentially, they verge on stereotypes. Old habits die hard and I regularly see personas that are based on demographic information and…

Emily Cheshire

Emily (she/her) is a UX Designer at Moneysupermarket Group and Accessibility ‘go to’ person there thanks to her passion for inclusive design.

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