Design
Test flows and concepts with your users before you design.
The problem
You design based on a persona from last year, or from memory. You test with five users, then ship for thousands you've never talked to.
In review, someone asks "do we actually know they want this?" And the honest answer is: you think so. You hope so.
Persona · last year
Design lead
Do we actually know they want this?
I think so.
I hope so.
Our point of view
We think that's a waste. Hours of real craft, riding on a guess.
A persona pinned on a wall, a research deck from six months ago. That's not knowing your user. That's assuming you still do.
Having the research is good. Being able to ask it questions again, right when you're designing, is better.
Research deck, six months ago
Last opened 6 months ago
Is this checkout clear to you?
The “Continue” button is vague. I expected to see the price.
Answered from your research
Our vision
Every design decision checked against a real customer reaction, before you ship, not after.
Real customer reaction“Too many steps.”Checked before it ships.
How Personæ helps
Defend your choices with the voice of the customer, not with your gut feeling.
Ship knowing it'll land, instead of finding out after launch. Design reviews stop being a fight about opinions.
Opinions
“I prefer the bold one.”
“Feels too busy to me.”
“My gut says the opposite.”
The customer’s voice
Decision: single-page checkout
“Two steps max. After that, I leave.”
Answered from your research