Core idea
A user is a person in a situation
- A user is not "everyone".
- A user is not only a demographic.
- A useful user description explains the role, situation, and need.
Too broad
Broad labels feel confident but do not tell the team what to design for.
- Busy mums
- Gen Z shoppers
- Small businesses
More useful
Specific user moments make tasks, language, and risk easier to inspect.
- A first-time parent comparing monitors at night
- A creator choosing a microphone before a launch