Understanding Users: People and Research

In Agile, the user is at the center of everything. To deliver real value, we must first deeply understand who our users are, what they need, what problems they face and what motivates them.

It is not enough to have a general idea; we need tools to segment, visualize and validate our assumptions about them.

Two fundamental techniques to achieve this are the creation of User Personas (user archetypes) and User Research (empirical validation).

As an Agile Coach, it is crucial to guide the team, especially the Product Owner, in the effective application of these techniques to ensure that the product is developed with a clear focus on the needs of the end user.

Identifying User Types and Segmentation

Before creating personas, it is necessary to identify and segment the target audience. There is no such thing as "just any" user.

We must narrow the audience based on criteria relevant to the product:

• Roles: Buyers vs. Sellers, Users vs. Administrators.
• Demographics: Age, gender, location, language, education level (consider only if relevant).
• Levels/Subtypes: Free vs. premium users, beginners vs. experts.
• Technical Parameters: Platform (mobile/desktop, iOS/Android), computer literacy.
• Context of Use: Time available, occupation.
• Special Needs: Accessibility (vision, hearing).
• Cultural/Regional Factors: Traditions, design preferences (e.g., Japan vs. the West).

This analysis helps define the different groups the product will (or will not) serve.

Creating Detailed User Personas

A User Persona is a fictitious, detailed portrait that represents an identified user type.

It helps to humanize the target user, facilitating empathy and user-centered decision making.

A persona (or multiple personas) is created by combining data from segmentation and research (if one already exists).

Key elements of a persona include:

• Name and Photo: To give identity.
• Demographic Profile: Based on segmentation (age, location, etc.).
• Brief Biography: Relevant context about their life, work, family.
• Professional/Personal Background: Income, industry, hobbies (if relevant).
• Pains: Difficulties or frustrations you face.
• Goals: What you want to achieve.
• Motivation: Why your goals are important.
• Likes/Dislikes: Preferences relevant to the product.
• Quotes: Imaginary phrases that summarize your needs or concerns.

Creating fictitious personas is preferred over using real users to avoid individual bias.

User Research Techniques (Quantitative and Qualitative)

The creation of personas is based on assumptions that must be validated through research.

There are two main types:

• Quantitative Research: studies general trends and behaviors on a large scale (e.g., web traffic analysis, conversion rates, A/B testing). It allows you to measure "how many" or "how often".
• Qualitative Research: Delves into the motivations, thoughts and experiences of individual users (e.g., interviews, usability testi