User needs
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User needs

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Personas

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“We do not see things as they are. We see things as WE are” Anais Nin

To gain perspective

When we look at a persona, we look through a lens

with which they see the world. With those glasses

on, when we make decisions, we do so having internalised the persona’s goals, needs and wants.

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How to define personas' attributes?

B2B vs B2C personas

B2B personas

Attributes

Proficiency scale

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Job to be done

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Scenarios

Mental models

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Prioritising scenarios

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Discover your user needs : user research

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User research

Triggering moments

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