Successful product development is a balance between 1) solving a real problem, 2) creating a product that’s easy to use and 3) making financial sense for the company building the software. And that’s exactly where business analysts (BA) and user experience researchers (UXR) come in. Plainly put: BA represents the business’ needs — the business that’s selling the product and …

The heart of the persona dispute Everyone can agree that personas are a critically useful tool to understanding your customer. But within the world of user-centered design (UCD), there have long been debates about how to create personas that work. The very definition of a persona is a general representation of a target audience. But there is a fine line …