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How to create buyer personas with people who don’t use your product yet

Sam Straun
UX Collective
Published in
5 min readMar 3, 2021

A group of gnomes with different jobs and pie charts overlaying
Types of customers can be complex
An example of a customer persona in black and white with ‘assumptions’ in red overlayed
Classic assumptive persona

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Written by Sam Straun

Merging data, statistics, ethnography and design to create human-centred experiences.

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