We were interested in Sara Ramaswamy's article on the Nielsen Norman Group website , and because we consider it interesting in the Czech environment as well, we have translated it for you.
What is an antipersona?
For example, imagine a company that manufactures secure products: safes. Such a company must design and sell safes that:
are easy to use and meet the needs of target customers while
such that it is difficult for thieves to break into them.
To meet the first of these two requirements, a iran telemarketing company must research its target customers and understand their needs. To meet the second requirement, it must research the behaviors, methods, and tools of thieves—even if thieves are not part of the company's target group.
An antipersona is a representation of a group of users who could misuse a product or service in a way that would negatively impact the target users and the business. Misuse of a product can threaten safety, security, trust, loyalty, and user retention. Defining an antipersona can help mitigate these risks.
For example, in 2012, Procter and Gamble released Tide Pods to the public . The colorful detergent pods were so attractive that they appeared edible to a teenage audience on social media. They then consumed them as part of a social media challenge. The consequences of this misuse were disastrous—not only did it damage brand trust, but it also put the health of those who ate the pods at risk. As a result, Procter and Gamble invested in a child-resistant redesign of the product and a revamp of the product’s marketing. If product developers had investigated this potential misuse as part of their antipersona, they might have been able to put safeguards in place before the product was first released.
