Facilitating Innovation and Organization-Wide Integration of Personas: An Approach for Linking Users with an Existing Set of Personas

Abstract

The organizational impact of personas is limited because they are directly associated with a small portion of the user population at a specific point in time. An approach is proposed for assigning individual users to an existing set of personas. An application of the approach at a software as a service (SaaS) organization led to thousands of additional users being associated with one of six personas. By applying the proposed approach, organizations can better understand their user base, monitor any changes to the composition of their users, and evaluate key business metrics by persona.