Personas and decision making in the design process: an ethnographic case study

Personas have become a well-lauded method to aid designers in keeping the needs of the intended user population at the forefront of the design process. However, few studies have ethnographically observed design teams that use personas, and fewer studies have looked specifically at how designers linguistically invoke personas in their decision-making sessions. This discourse analysis of the decision-making sessions of designers at a top tier design firm reveals that although the designers dedicate much time researching, developing, and refining personas, personas themselves make relatively few appearances in the designers' language during decision-making sessions. This study shows that, for persuasive ends, these designers, who are advocates of personas, routinely use other less precise and more designer-centric linguistic mechanisms in lieu of personas. Despite the scarcity of personas in the decision-making sessions, this ethnographic case study also explores the value of personas for this team even when the personas are not explicitly linguistically invoked.