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Last updated on 2024年9月23日

How do you validate and update your user personas and scenarios over time?

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User personas and scenarios are powerful tools for product analysis, as they help you understand your target users, their goals, needs, and pain points. However, they are not static or fixed, but rather dynamic and evolving. To keep them relevant and useful, you need to validate and update them over time. Here are some tips on how to do that.

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Jitendra Khorwal

Building Kirana - Fintech for Bharat | Product & Growth enthusiast
Areesha Shaikh

Founder | Top 1% Product Management Voice ?? | Associate Product Manager | I help Aspiring Product Managers with career…

1 Conduct user research regularly

User research is the foundation of creating and validating user personas and scenarios. You should conduct user research regularly, using both qualitative and quantitative methods, such as interviews, surveys, analytics, feedback, and testing. User research helps you collect data and insights about your users, their behaviors, preferences, motivations, and challenges. You can use this data to create or refine your user personas and scenarios, as well as to measure their accuracy and validity.

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Jitendra Khorwal

Building Kirana - Fintech for Bharat | Product & Growth enthusiast
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1. User Feedback: Regularly gather insights from interviews, surveys, & feedback sessions to capture evolving needs. 2. Data Analysis: Track user behavior patterns to identify shifts in expectations or interactions. 3. Market Trends: Monitor industry changes that could impact your user base & adjust personas accordingly. 4. Cross-functional Input: Leverage insights from sales, CS, & mark teams to stay aware of changing user needs. 5. Test Hypotheses: Validate potential persona changes through A/B tests or pilot programs to ensure accuracy. 6. Regular Updates: Review & update personas every 6-12 months or after major product changes. 7. Expand Personas: Create new personas as your product evolves & attracts new user segments.

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Areesha Shaikh

Founder | Top 1% Product Management Voice ?? | Associate Product Manager | I help Aspiring Product Managers with career growth & upskilling by providing actionable tips/advice
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Here are my ways to conduct user research regularly to stay updated with your personas: - Surveys and interviews: Conduct surveys and interviews with existing and potential users to gather feedback on their needs, behaviors, and pain points. - Usability testing: Observe users interacting with your product to identify areas for improvement and uncover new insights. - Analytics: Analyze user data from your website, app, or other channels to track user behavior and identify trends.

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2 Compare your assumptions with reality

User personas and scenarios are based on assumptions and hypotheses that you make about your users. However, assumptions can be wrong or outdated, and hypotheses need to be tested and verified. Therefore, you should compare your assumptions with reality, using data and evidence from your user research. For example, you can use analytics to see if your user personas match the actual demographics, behaviors, and patterns of your users. You can also use feedback and testing to see if your user scenarios reflect the real goals, needs, and pain points of your users.

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Areesha Shaikh

Founder | Top 1% Product Management Voice ?? | Associate Product Manager | I help Aspiring Product Managers with career growth & upskilling by providing actionable tips/advice
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Compare existing personas with real people that are your potential customers: - Cross-reference information: Compare your existing personas with real user data to identify any discrepancies. - Update personas accordingly: If there are significant differences, update your personas to reflect the latest insights.

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3 Update your user personas and scenarios based on changes

User personas and scenarios are not static or fixed, but rather dynamic and evolving. They can change over time due to various factors, such as market trends, user feedback, product updates, new features, or competitor actions. Therefore, you should update your user personas and scenarios based on changes that affect your users and your product. For example, you can add or remove attributes, goals, needs, or pain points from your user personas, or modify or create new user scenarios that reflect the current or future state of your product.

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Areesha Shaikh

Founder | Top 1% Product Management Voice ?? | Associate Product Manager | I help Aspiring Product Managers with career growth & upskilling by providing actionable tips/advice
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- Assess relevance: Review your existing scenarios to ensure they remain relevant to your target audience's goals and challenges. - Update as needed: If scenarios are outdated or no longer accurately represent user behavior, update them to reflect current trends.

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4 Use user personas and scenarios in your product development process

User personas and scenarios are not only tools for product analysis, but also for product development. You should use them in your product development process, as they help you define and prioritize your product requirements, features, and value proposition. You should also use them to communicate and collaborate with your stakeholders, such as developers, designers, marketers, or customers. By using user personas and scenarios in your product development process, you can ensure that your product meets the expectations and needs of your users.

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Areesha Shaikh

Founder | Top 1% Product Management Voice ?? | Associate Product Manager | I help Aspiring Product Managers with career growth & upskilling by providing actionable tips/advice
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- Inform decision-making: Use your personas and scenarios to inform product decisions, from feature development to marketing campaigns. - Measure impact: Track the impact of your personas and scenarios on product success and user satisfaction. - user stories: communicate user personas in the form of user stories explaining their needs and goals behind developing a feature.

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5 Review and refine your user personas and scenarios periodically

User personas and scenarios are not one-time or final products, but rather ongoing and iterative processes. You should review and refine them periodically, as they can become outdated, irrelevant, or inaccurate over time. You should also evaluate their effectiveness and usefulness, as they can lose their impact or value if they are not aligned with your product goals and vision. By reviewing and refining your user personas and scenarios periodically, you can keep them fresh, reliable, and valuable for your product analysis and development.

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6 Learn from best practices and examples

User personas and scenarios are not unique or exclusive to your product, but rather common and shared by many products and industries. You can learn from best practices and examples of how other products and companies create, validate, and update their user personas and scenarios. You can also use tools and templates that can help you simplify and standardize your process. By learning from best practices and examples, you can improve your skills and knowledge of user personas and scenarios, as well as avoid common pitfalls and mistakes.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Areesha Shaikh

Founder | Top 1% Product Management Voice ?? | Associate Product Manager | I help Aspiring Product Managers with career growth & upskilling by providing actionable tips/advice
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- Seek input: Involve stakeholders from different departments (e.g., marketing, sales, product management) to ensure that your personas and scenarios align with the overall business objectives. - Foster collaboration: Encourage open communication and collaboration among stakeholders to ensure that everyone is on the same page.

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How do you validate and update your user personas and scenarios over time?

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1 Conduct user research regularly

2 Compare your assumptions with reality

3 Update your user personas and scenarios based on changes

4 Use user personas and scenarios in your product development process

5 Review and refine your user personas and scenarios periodically

6 Learn from best practices and examples

7 Here’s what else to consider

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