Users do not exist!

Users do not exist!

Users are in fact mythical creatures that only dwell in statistics and Excel sheets. Let’s say you are creating a website for a travel agency directed at female customers. In the course of your research of this particular kind of service consumers, you have found out that your target group, the site’s future users, is the following: female, successful career women, age between 25 and 54, income around R$5,000 a month, two kids.   Keep in mind that users do not exist, but people do   All that information characterizes the user of the website you are developing and is very valuable, no doubt about that. Now then, after gathering and analyzing all the data, you are ready to begin designing the website, right? WRONG! You still have a major problem to sort out: Users do not exist! Users are in fact mythical creatures that only dwell in statistics and Excel sheets. Users do not exist in the real world. Users do not possess feelings, they do not think, do not make decisions neither make mistakes. Going back to our travel agency example, there may be two completely different women that, nevertheless, still fit the profile you have just outlined through your research, but their shopping habits and internet searching systems are absolutely at odds with each other’s. One is extroverted and goes after what she wants without giving it a second thought. She relishes challenges and makes quick decisions. The other, conversely, is highly introverted, quiet and does not appreciate being rushed through her decision-making process because she loves doing a lot of research before committing to a...