Product

Are You Sure Your Buyer Is Your End User?

February 11, 2013

User experience design expert Kyrie Robinson shares how she discovered first-hand that buyers and users are not always one in the same, and why it is important to develop personas for each.


When it comes to user personas linked to your product, it’s not often going to be as simple as one-and-done. In all likelihood there will be multiple people coming into contact with your service, and each will have a unique persona that you need to account for and address appropriately.

The potential differences between buyer and user personas are a good example. Kyrie Robinson of  Silicon Valley Product Group explains that at TiVo, the buyers and users were two very different groups of people, and each group needed to be identified to ensure that the marketing materials and UX design were properly developed for their respective audience.
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Photo by: Sebastiaan ter Burg

VP of User Experience

<strong>Kyrie Robinson</strong> loves to create world-class user experience and product design for consumer technology products. She has developed and led several successful UX teams at leading Silicon Valley companies. In particular she is well known for her work building and leading the original UX team at TiVo. At SVPG she was a design consultant for many high profile technology companies such as Chegg <a href="https://www.chegg.com/">Chegg</a>, Kno, Gilt, Zinio, LeapFrog, ReadingRainbow, Meebo, MobileIron, and Workiva.