Revisiting Proto-Personas for Executive Alignment (Brent Summers)

As an experience design agency, most of our clients place significant value in understanding user needs. But placing value on user needs and actually meeting those needs is not the same thing. User needs must be balanced with organizational objectives. Many of our clients have evolved so quickly that their original target users aren’t the only (or real) target any longer. We use proto-personas as a way of gaining alignment among our project sponsors and striking the right balance of focus between organizational and user needs. (uxmag.com)