How Consumer Products Designers Use Personas

I have learned a bit on using personas from consumer product designers. In a Wall Street Journal article today I saw an interesting example of using  personas to understand the behavior of consumers and depicting them via illustration to describe those personas quickly and efficiently. You can read the article here.

The personas below are women using household cleaning products and their style of using them. The illustrator is Asaf Hanuka, the renowned illustrator.

Illustration from the Wall Street Journal

I have been using the persona driven approach to design, communicate and even train colleagues successfully for a while now. Enric Gili, Eduardo Salamanca de Diego and I wrote about our experience in the book Look and Flow.