75: User Personas

In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board members Red Russak and  Soumeya Benghanem welcome Kavita Kamani (Microsoft) and Sarada Sahu (Microsoft) as they discuss about user personas. Personas are important for PMs as they help in understanding their users' needs, goals, behaviors, and preferences.    Disclaimer: All opinions of the speakers are their own.   What to Listen For: 00:00 Intro 03:56 Customer obsession and starting a user persona 06:02 Who develops the user personas? 09:54 Being specific enough without excluding people 14:00 How many personas is okay to utilize? 15:33 Market segments vs. personas 18:28 Persona for a manufacturer 20:02 Other people who work with personas 23:41 Personas are common language for companies 28:22 Buzzword Blitz 34:58 How to distinguish between persona and segment 37:08 Building a zero to one product 40:25 Trust as an important aspect in a user persona’s journey and the product development 42:33 Final thoughts   Links:  https://www.ideou.com/blogs/inspiration/how-to-get-started-with-inclusive-design