“Business people and designers are never going to speak the same language, and that’s okay. Each needs their own language to get their work done. To make great products, we have to create new ways to understand each other and work together as we keep our collective focus on the users of our products. Personas not only help translate and keep communication channels open between designers and business people, they also help to create and maintain a focus on customers and their needs throughout the design process. The persona approach has helped a variety of companies (…) improve not just their products and services, but their bottom line as well.” (Tamara Adlin and John Pruitt – AIGA Gain) – courtesy of bplusd