From personas to behaviour modesWebsite and Communications Blog

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This post on my team’s blog outlines why and how we have moved away from using personas to behavioural archetypes.

Existing personas had served the team well for over 10 years. But with our work to reimagine the future of our web services, and our attention turning to the development of a new Web Publishing Platform, we recognised that these old personas needed to evolve.

Now, our archetypes focus on people’s behaviours — who does what, how they do it, and why.

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Note — 2022-02-18

How often do you buy Valentine’s Day gifts? More often than once a week? Less often than once a month?

Survey question: "And how often would you say you buy valentine's day (e.g., from any brand or retailer)?" Options: "More often than once a week"; "Roughly once a week"; "Roughly once a fortnight"; "Roughly once a month"; "Less often than once a month"; "Never"

Stop making people complete terrible surveys that you won’t even be able to interpret the results of!

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