About:
How well do we actually know our users? At Avast, our design team ran a workshop on Business Hub personas, building each one alongside its opposite to separate what we knew from what we assumed.
Category:
Workshop
Client:
Avast
Year:
2022
Location:
Prague, Czech Republic
Design framework:
Design Thinking
Tools:
Figma, Teams
The problem:
Business Hub personas mixed data, single anecdotes and second-hand assumptions without saying which was which.
Goal:
Separate what we knew about our users from what we assumed, and turn the assumptions into research.
My role:
UX designer in the Avast design team, building and defending a persona and counter-persona.
Methods:
•
Persona workshop
•
Counter-personas
•
Evidence tagging
•
Research backlog
Workshop
How well do we actually know our users? We tested it on Avast Business Hub personas.
/01
The premise
As part of our internal design alignment, each designer built and defended a persona for a real segment of Business Hub's B2B users. The twist: alongside every classic persona we had to build its opposite, a counter-persona designed to challenge our assumptions and surface blind spots.
/02
Sourcing the evidence
During the presentations we tagged every claim with its source. A hypothesis carried forward from instinct? Backed by analytics? From a single sales call, or heard across several customer interviews? Or second-hand, something a colleague mentioned in passing?
Every persona ended up with three categories: hypothesis, validated by data, and heard through someone. The ratio was sobering. Some of our most confidently held beliefs turned out to be almost entirely hearsay.
Outcome
No winning persona, but a map of what we knew and what we had to go and verify.
/01
What changed afterwards
The hypotheses became a research backlog for the following weeks, each one a question waiting for a real customer conversation to answer it.
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