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Great products address the real needs of real people. Many companies risk bringing products to life without hearing customers' needs because their design teams don't have a way to bring the customer "inside" where product development happens. UX designers use personas to represent real customers so the design process focuses on addressing real user needs.
When design teams take advantage of personas, they see faster development times and better quality products. The entire team is on the same page and the designs satisfy users’ goals.
In this class, you’ll learn methods for performing user research in the field, synthesizing the results and communicating users needs to your internal product team. Specifically, we’ll cover techniques for interviewing customers, defining problems in the form of clear, concise problem statements and drafting user personas. You'll try synthesizing and framing user needs to create a persona to guide you to develop and refine a product prototype. The primary goal is to demonstrate that valid, well-defined user needs are the reference point for the design process.