The Adjacent User Theory
심규섭Style Theory - Senior Growth Manager
Personas Tend To Be The Wrong Tool When trying to answer the question of who they are trying to solve for, product teams often use their stated personas as the answer. But personas, as they are typically defined, have one or more of the following issues: Current User vs Next User – Product personas tend to describe who your current users are. The adjacent user is a forecast of who your next user is so that you can enable the things to make them successful. Too Static – A company will often come up with their personas and anchor on them for years, never evolving and updating them. The definition of your adjacent user should be evolving and changing more frequently as you solve for one and move to another. Too Broad – Personas tend to be too broad to be actionable. Living beneath a lot of persona definitions are many sub-segments. The adjacent user is about having a view on those sub-segments living at the edge of who the product is working for today. Not Based on Usage – Companies often build personas based on demographic factors and emotional needs. While these are valuable for many applications, they won’t help you solve adoption issues for adjacent users unless you also include their usage barriers in your definitions.
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