UX Joburg May 2021: Building Role-based Personas with Frank Spillers

Most persona work is flawed. The reason is that personas are seen through a Marketing lens, or market research lens and not a design or behavioural lens. Personas are considered customer profiles, but they often do not reflect deep insights, behaviour, and cultural cues, and more. As a result, personas are rejected, under-utilised, and under-adopted.

Getting personas right can save you a lot of time and avoid common approaches to generating persona nonsense. Understanding personas as roles, not people will help you use them more functionally as design aids. This webinar will provide you with an approach based on hundreds of persona development projects and taught to thousands of designers and UX teams around the world.

About Frank: Frank Spillers is the founder of Experience Dynamics, a leading UX consulting firm with Fortune 500 clients around the world. For over 20 years, Frank has been an internationally respected researcher, designer, speaker, author, UX leader, and UX Master Trainer. He is an expert in improving the design and user experience of websites, web applications, VR/AR, and mobile apps and services.

Frank teaches via streaming courses with the Interaction Design Foundation and live online at his UX Inner Circle: www.uxinnercircle.com