“Over the last few days, I’ve taken part in (and facilitated parts of) an intense workshop meant to define the user experience of a new product. In the room we had representatives from pretty much the entire team  software engineers, hardware engineers, industrial designers, interaction designers, marketing, brand, and even the CEO.
At the end of the first day, we found ourselves a little unmoored  even though we had talked about our presumed users (this project is to launch a brand new product into the market, so there are no existing users), the discussion was nebulous. We needed an anchor.
So on the morning of the second day we dove into a discussion of personas…”