“How can something that feels so right be so wrong? Personas ought to be one of the defining techniques in user-focused design. Lots of professionals create them, yet too often the personas end up being too vague to guide a product’s focus. They often lack the detail to be useful in guiding low-level design trade-offs. And, as typically done, personas have been too narrowly focused. They often aren’t helpful in identifying the information a user needs or creates. Nor do they have much to say about the sensory and emotional aspects of user experience—the sorts of factors that cause consumers to lust after products like Apple’s iPod.” (turok – LiveJournal)