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I’m always a little nervous when I explain the concept of the provisional persona to new teams, because so many teams want to jump ahead after creating one. While creating a provisional persona is a useful exercise, it’s quite dangerous without validation.

Creating an artifact like a provisional persona or an invalidated User Map can lead to a false sense of understanding. The fact that the team agreed that this is the right type of user to target may lead the team to believe that they’re free to go ahead and start building features for this person. You need to resist this urge.

The validation and problem finding steps are far more important than creating the provisional persona or the map. You’ve probably noticed that it’s also a lot harder. Do it anyway.

Until you’ve gotten out of the building and started listening to real or potential users, all of your hypotheses about your user are no better than guesses. They’re stories that you made up to tell yourself or your team. If you’re a very good storyteller, it can be easy to delude yourself into believing that you know what your customer really wants. That’s how you end up building products that never get used or that don’t solve real problems for real people.

Go ahead and create all the provisional personas and User Maps you want, but don’t stop talking to users and iterating on the documents until you have solid evidence that they represent actual users.