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Chapter 9. Designing for Pleasure > It's a User Persona, Not a Buyer Persona

It's a User Persona, Not a Buyer Persona

A frequent mistake is to design for someone who is close to the product but is not the actual user. Many products are designed for the writer who will review the product in consumer publications. In the information-technology business, the IT manager who purchases the product will rarely be the one to actually use it. Designing for the purchaser is a frequent mistake in the computer business.

While you cannot ignore the IT manager's needs, the IT manager will ultimately be happier if the product makes the real end user happy. After all, if the end user is happy and productive, it is a success for the IT manager. We have seen a recurring pattern in which clients ignore this advice and pander to these gatekeepers of technology. After these IT managers deploy the software to the real end users, they are besieged with complaints and discover that the users are disinclined to use the product that so beguiled the IT manager. They then turn on the software vendor, demanding that the interaction be made more satisfactory for the end user.


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