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Now that you have your personas, and you’re pretty sure that they’re predictive, you’re ready for the next step—getting out of the building and starting to observe and listen to real humans.

So far, we’ve been mostly talking with team members and stakeholders, because we’ve been very focused on the internal needs and expectations of your company. It’s time to start talking to real users, or, if you’re building a brand new product, potential users.

One of the most important things that the personas can do is to give you somewhere to start with your research. You should constantly be going back to your personas and updating them as you learn new things and build an understanding of the people who are going to buy your product.

But first, you have to find some people and talk to them.

EXERCISE