Know who you’re building for.
Personas build empathy. Segments make decisions measurable. Good teams use both, grounded in real behaviour.
Personas
For Empathy
- A story about a type of user
- Goals, frustrations, context
- Great for design conversations
- Risk: invented in a workshop
Segments
For Decisions
- Groups defined by shared needs
- Sizable and measurable
- Great for strategy and targeting
- Risk: cold numbers, no story
Segment by need, not by label.