{"id":31,"date":"2017-06-26T22:23:03","date_gmt":"2017-06-26T22:23:03","guid":{"rendered":"http:\/\/elena.maslovskaya.info\/blog\/?p=31"},"modified":"2024-03-20T18:23:31","modified_gmt":"2024-03-20T18:23:31","slug":"personas-2","status":"publish","type":"post","link":"https:\/\/elena.maslovskaya.info\/blog\/2017\/06\/26\/personas-2\/","title":{"rendered":"Putting Personas to Work"},"content":{"rendered":"<div  class=\"tatsu-3ECccCG98v tatsu-section  tatsu-bg-overlay   tatsu-clearfix\" data-title=\"\"  data-headerscheme=\"background--dark\"><div class='tatsu-section-pad clearfix' data-padding='{\"d\":\"80px 0px 90px 0px\"}' data-padding-top='80px'><div class=\"tatsu-row-wrap  tatsu-wrap tatsu-row-one-col tatsu-row-has-one-cols tatsu-medium-gutter tatsu-reg-cols  tatsu-clearfix tatsu-CYx7hsIis6\" ><div  class=\"tatsu-row \" ><div  class=\"tatsu-column  tatsu-bg-overlay tatsu-one-col tatsu-column-image-none tatsu-column-effect-none  tatsu-dsz5dLPdL\"  data-parallax-speed=\"0\" style=\"\"><div class=\"tatsu-column-inner \" ><div class=\"tatsu-column-pad-wrap\"><div class=\"tatsu-column-pad\" ><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-c744epEAX  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-c744epEAX.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>When I shifted my career from UI to UX design, the very first thing I&#8217;ve learned about was Persona. And I immediately liked the idea of having one, because in the past I saw products fail due to misalignment with customer needs, I saw product teams do not agree on what a customer \u201cneed\u201d is, and Persona seemed to be a great tool to prevent this. It is beneficial to think of personas and present them as an alignment tool rather than a research deliverable.&nbsp;<\/p>\n<p>I&#8217;ve read all possible books about building the Persona, but what was missing for me is practical information about what I should do to make it work. When I searched for &#8220;Persona Template&#8221; in Google, it gave me a set of very similar results, so I thought this is something I should start with and I tried to fit my research into these templates.<\/p>\n<\/div><\/div><div  class=\"tatsu-single-image tatsu-module tatsu-image-lazyload tatsu-external-image tatsu-DE2AeWiTt  \" ><div class=\"tatsu-single-image-inner \" style=\"\" ><div class = \"tatsu-single-image-padding-wrap\" style = \"\" ><\/div><img class = \"tatsu-gradient-border\" data-src = \"https:\/\/elena.maslovskaya.info\/blog\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-11-at-8.30.39-PM.png\" \/><\/div><style>.tatsu-DE2AeWiTt .tatsu-single-image-inner{max-width: 100%;}.tatsu-DE2AeWiTt.tatsu-single-image{transform: translate3d(0px,0px, 0);}<\/style><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-OH7tY7FDt  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-OH7tY7FDt.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>So I took one of these templates and worked hard to construct my Personas this way. I didn&#8217;t have a lot of success with trying to adopt these in my teams and as a designer I was demotivated with using Personas and then abandoned Personas for years, experimenting with other frameworks.&nbsp;<\/p>\n<\/div><\/div><div  class=\"special-heading-wrap style1 oshine-module  tatsu-gjsvpfqrnjg1oe7u  \" ><div class=\"special-heading align-center\"><h4 class=\"special-h-tag\" >Sometimes Personas  Are Too Personal<\/h4><\/div><style>.tatsu-gjsvpfqrnjg1oe7u .sep-icon.oshine_diamond{background: #006699;}<\/style><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-Vi5LcVlSa  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-Vi5LcVlSa.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>Later I came back to designing Personas and one thing that I&#8217;ve realized that &#8220;impersonating&#8221; results of my research doesn&#8217;t help in any way and could be misleading. I work in the Enterprise IT space and if I choose a photo\/image for each of my Personas the whole set will look like that (see below). Using fictional images and names without a purpose forces other team members to memorize them and this on its own creates a barrier in adopting Persona.&nbsp;<\/p>\n<\/div><\/div><div  class=\"tatsu-single-image tatsu-module tatsu-image-lazyload tatsu-external-image tatsu-2dsuKwPOC  \" ><div class=\"tatsu-single-image-inner \" style=\"\" ><div class = \"tatsu-single-image-padding-wrap\" style = \"\" ><\/div><img class = \"tatsu-gradient-border\" data-src = \"https:\/\/elena.maslovskaya.info\/blog\/wp-content\/uploads\/2020\/10\/42657015_1320153164786966_1359458780995125248_o.jpg\" \/><\/div><style>.tatsu-2dsuKwPOC{margin: 0px 0px 10px 0px;}.tatsu-2dsuKwPOC .tatsu-single-image-inner{max-width: 100%;}.tatsu-2dsuKwPOC.tatsu-single-image{transform: translate3d(0px,0px, 0);}<\/style><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-GUkdSCPHO  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-GUkdSCPHO.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p><em>Image Credit: <a href=\"https:\/\/airbus-cyber-security.com\/products-and-services\/detect\/?fbclid=IwAR0DE7d06ufwdkzHsgZhiT5fY2QORnpeJD1fyUwyQMnyWKi-hV01YHoY-Kc\">Airbus<\/a><\/em><\/p>\n<\/div><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-5UiezLzJ-  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-5UiezLzJ-.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>Alan Cooper in his book &#8220;About Face&#8221; says that &#8220;Personas are segmented along ranges of usage behavior, not demographics or buying behavior&#8221;.<\/p>\n<p>For the consumer products however using visuals when constructing personas makes more sense, and not just because of the demographic (which can be a reasonable differentiator on its own), but also because of the environment where the products are used in.<\/p>\n<\/div><\/div><div  class=\"portfolio-all-wrap  oshine-gallery-module 0 tatsu-gjsvqcljti8e0xbo  \" ><div class=\"portfolio  full-screen  full-screen-gutter style2-gutter two-col \" style=\"margin-left: -40px;\"  data-action=\"get_be_gallery_with_pagination\"  data-paged=\"1\" data-enable-masonry=\"0\" data-aspect-ratio = \"1.6\" data-source='{\"source\":\"selected\",\"account_name\":\"themeforest\",\"count\":\"10\",\"col\":\"two\",\"masonry\":0}' data-gutter-width=\"40\" data-images-array=\"4800,4801\" data-col=\"two\" data-items-per-load=\"9\" data-hover-style=\"style1-hover\" data-image-grayscale=\"c_to_c\" data-lightbox-type=\"photoswipe\" data-image-source=\"selected\" data-image-effect=\"none\" data-thumb-overlay-color=\"#006699\" data-grad-style-color=\"background:#006699\" data-like-button=\"0\" data-hover-content=\"icon\" data-hover-content-color=\"#ffffff\" ><div class=\"portfolio-container clickable clearfix portfolio-shortcode be-photoswipe-gallery scale \"><div class=\"element be-hoverlay not-wide no-wide-width-height style1-hover c_to_c\" style=\"margin-bottom: 40px;\"><div class=\"element-inner\" style=\"margin-left: 40px;\"><a href=\"https:\/\/elena.maslovskaya.info\/blog\/wp-content\/uploads\/2020\/10\/at-the-desk-category.jpeg\" data-size=\"2000x1200\" data-href=\"https:\/\/elena.maslovskaya.info\/blog\/wp-content\/uploads\/2020\/10\/at-the-desk-category.jpeg\" class=\"thumb-wrap\" title=\"\"><div class=\"flip-wrap\"><div  style = \"padding-bottom : 62.5%;;\" class=\"flip-img-wrap none-effect\"><img src=\"https:\/\/elena.maslovskaya.info\/blog\/wp-content\/uploads\/2020\/10\/at-the-desk-category-1000x625.jpeg\" alt=\"\" data-attr=\"0\"\/><\/div><\/div><div class=\"thumb-overlay\"><div class=\"thumb-bg\" style=\"background-color:#006699;background:#006699\"><div class=\"thumb-title-wrap display-table-cell vertical-align-middle align-center fadeIn animated\"><div class=\"thumb-title\" style=\"color:#ffffff;\"><i class=\"portfolio-overlay-icon\"><\/i><\/div><\/div><\/div><\/div><\/a><div class=\"gallery-like like-button-wrap\"><a href=\"#\" class=\"custom-like-button no-liked\" data-post-id=\"4800\"><i class=\"font-icon icon-icon_heart\"><\/i><span>0<\/span><\/a><\/div><\/div><\/div><div class=\"element be-hoverlay not-wide no-wide-width-height style1-hover c_to_c\" style=\"margin-bottom: 40px;\"><div class=\"element-inner\" style=\"margin-left: 40px;\"><a href=\"https:\/\/elena.maslovskaya.info\/blog\/wp-content\/uploads\/2020\/10\/BbTalkin-snow-goggle-mount-with-mono-earbud-and-wired-microphone-with-bbtalkin-advance-girl1-1000x667-promo.jpg\" data-size=\"1000x667\" data-href=\"https:\/\/elena.maslovskaya.info\/blog\/wp-content\/uploads\/2020\/10\/BbTalkin-snow-goggle-mount-with-mono-earbud-and-wired-microphone-with-bbtalkin-advance-girl1-1000x667-promo.jpg\" class=\"thumb-wrap\" title=\"\"><div class=\"flip-wrap\"><div  style = \"padding-bottom : 62.5%;;\" class=\"flip-img-wrap none-effect\"><img src=\"https:\/\/elena.maslovskaya.info\/blog\/wp-content\/uploads\/2020\/10\/BbTalkin-snow-goggle-mount-with-mono-earbud-and-wired-microphone-with-bbtalkin-advance-girl1-1000x667-promo-1000x625.jpg\" alt=\"\" data-attr=\"0\"\/><\/div><\/div><div class=\"thumb-overlay\"><div class=\"thumb-bg\" style=\"background-color:#006699;background:#006699\"><div class=\"thumb-title-wrap display-table-cell vertical-align-middle align-center fadeIn animated\"><div class=\"thumb-title\" style=\"color:#ffffff;\"><i class=\"portfolio-overlay-icon\"><\/i><\/div><\/div><\/div><\/div><\/a><div class=\"gallery-like like-button-wrap\"><a href=\"#\" class=\"custom-like-button no-liked\" data-post-id=\"4801\"><i class=\"font-icon icon-icon_heart\"><\/i><span>0<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><style>.tatsu-gjsvqcljti8e0xbo{margin: 0px 0px 0px 0px;}<\/style><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-gjsvqi8qz73eeos8  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-gjsvqi8qz73eeos8.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p><em>Image Credit:&nbsp;<a href=\"https:\/\/www.poly.com\/us\/en\/solutions\/workspace\/at-the-desk\">Plantronics<\/a> and <a href=\"https:\/\/www.bb-talkin.eu\/product\/snow-microphone-adapter-for-snow-helmet\/\">BBtalkin<\/a>.&nbsp;<\/em><\/p>\n<\/div><\/div><div  class=\"special-heading-wrap style1 oshine-module  tatsu-gju680btwqyubsz  \" ><div class=\"special-heading align-center\"><h4 class=\"special-h-tag\" >What Makes a Good Persona<\/h4><\/div><style>.tatsu-gju680btwqyubsz .sep-icon.oshine_diamond{background: #006699;}<\/style><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-MV_CfIT-r  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-MV_CfIT-r.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>Personas are not a one-size-fits-all tool. They should be used with a specific, well-defined goal in mind. For Personas to be useful, the data captured in a Persona should reflect the goal for that Persona and the scope of work it is meant to impact. (<a href=\"https:\/\/www.nngroup.com\/articles\/why-personas-fail\/\">NNgroup<\/a>)<\/p>\n<p>The goals can be:<\/p>\n<ul>\n<li>Understanding who your users are,<\/li>\n<li>Increasing awareness of Personas in your organization,&nbsp;<\/li>\n<li>Team alignment on common goals,&nbsp;<\/li>\n<li>Discovery of segments of customers which needs \/ pains are unmet,<\/li>\n<li>Backlog prioritization,&nbsp;<\/li>\n<li>User base segmentation,&nbsp;<\/li>\n<li>Etc.&nbsp;<\/li>\n<\/ul>\n<p>Persona creation process takes time and should be based on the actual research data and not on what we think we know about similar archetypes\/jobs. Persona will change over time if product keeps changing and building one is not a one-time effort, but rather a continuous process.<\/p>\n<\/div><\/div><div  class=\"special-heading-wrap style1 oshine-module  tatsu-gjs5yyak4ufvjk4n  \" ><div class=\"special-heading align-center\"><h4 class=\"special-h-tag\" >Jobs-To-Be-Done<\/h4><\/div><style>.tatsu-gjs5yyak4ufvjk4n .sep-icon.oshine_diamond{background: #006699;}<\/style><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-HKqAxvAxK  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-HKqAxvAxK.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>Using &#8220;Jobs-To-Be-Done&#8221; helped me to make my work research functional, and my research outcomes finally were adopted by the teams. Fantastic video explaining the value of Jobs-To-Be-Done by Clay Christensen is below.&nbsp;<\/p>\n<\/div><\/div><div id = \"\" class=\"tatsu-code tatsu-module tatsu-kCnmcl_R8   \"  ><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/Stc0beAxavY\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\"><\/iframe><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-OoCCUjwf2  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-OoCCUjwf2.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>An example of a Jobs-To-Be-Done template is below.&nbsp;<\/p>\n<\/div><\/div><div  class=\"tatsu-single-image tatsu-module tatsu-image-lazyload tatsu-external-image tatsu-1AO5llMrL  \" ><div class=\"tatsu-single-image-inner \" style=\"\" ><div class = \"tatsu-single-image-padding-wrap\" style = \"\" ><\/div><img class = \"tatsu-gradient-border\" data-src = \"https:\/\/elena.maslovskaya.info\/blog\/wp-content\/uploads\/2020\/10\/1PjXX9hKeLxraS4mxuk2qoA.png\" \/><\/div><style>.tatsu-1AO5llMrL{margin: 0px 0px 10px 0px;}.tatsu-1AO5llMrL .tatsu-single-image-inner{max-width: 100%;}.tatsu-1AO5llMrL.tatsu-single-image{transform: translate3d(0px,0px, 0);}<\/style><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-V8tYoTxWW  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-V8tYoTxWW.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p><em>Image Credit <a href=\"https:\/\/jobs-to-be-done.com\/the-jobs-to-be-done-canvas-f3f784ad6270\">Tony Ulwick<\/a><\/em>&nbsp;<\/p>\n<\/div><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-vRdXjeVRt  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-vRdXjeVRt.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>What was always missing for me in the Jobs-To-Be-Done framework, that it&#8217;s not focused around the actual user&#8217;s goals and pains, so product thinking becomes very functional, but not user-centric. &nbsp;<\/p>\n<\/div><\/div><div  class=\"special-heading-wrap style1 oshine-module  tatsu-gjswr2lwa083qfn0  \" ><div class=\"special-heading align-center\"><h4 class=\"special-h-tag\" >My Persona Template<\/h4><\/div><style>.tatsu-gjswr2lwa083qfn0 .sep-icon.oshine_diamond{background: #006699;}<\/style><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-wF3xFkLCC  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-wF3xFkLCC.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>I found it helpful to adopt some practices from &#8220;Jobs-To-Be-Done&#8221; framework when I build Personas. So I use the following principles. Personas should be:&nbsp;<\/p>\n<ul>\n<li>Concise<\/li>\n<li>Based on the facts&nbsp;<\/li>\n<li>Include information that helps to drive design\/product decisions&nbsp;<\/li>\n<li>Functional&nbsp;<\/li>\n<li>Presenting user Goals and Pain Points&nbsp;<\/li>\n<\/ul>\n<p>A good example of product Personas is provided below.&nbsp;<\/p>\n<\/div><\/div><div  class=\"tatsu-single-image tatsu-module tatsu-image-lazyload tatsu-external-image tatsu-GUVdQjVXf  \" ><div class=\"tatsu-single-image-inner \" style=\"\" ><div class = \"tatsu-single-image-padding-wrap\" style = \"\" ><\/div><img class = \"tatsu-gradient-border\" data-src = \"https:\/\/elena.maslovskaya.info\/blog\/wp-content\/uploads\/2020\/10\/UsersOfTip.png\" \/><\/div><style>.tatsu-GUVdQjVXf{margin: 0px 0px 10px 0px;}.tatsu-GUVdQjVXf .tatsu-single-image-inner{max-width: 100%;}.tatsu-GUVdQjVXf.tatsu-single-image{transform: translate3d(0px,0px, 0);}<\/style><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-o7fl52aiU  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-o7fl52aiU.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p><em>Image Credit&nbsp;<a href=\"https:\/\/www.enisa.europa.eu\/publications\/exploring-the-opportunities-and-limitations-of-current-threat-intelligence-platforms\">Enisa<\/a>.&nbsp;<\/em><\/p>\n<\/div><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-oL_5MXgPK  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-oL_5MXgPK.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>So I&#8217;ve created a Persona template (and it is connected to the actual research artifacts in my Airtable).&nbsp;<\/p>\n<\/div><\/div><div id = \"\" class=\"tatsu-code tatsu-module tatsu-IS8t4BrKz   \"  ><iframe loading=\"lazy\" class=\"airtable-embed\" src=\"https:\/\/airtable.com\/embed\/shrECCDx6xVywvwLM?backgroundColor=yellow&amp;viewControls=on\" frameborder=\"0\" onmousewheel=\"\" width=\"100%\" height=\"400\" style=\"background: transparent; border: 1px solid #ccc;\"><\/iframe><style>.tatsu-IS8t4BrKz{margin: 0px 0px 40px 0px;}<\/style><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-SASW7P0dP  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-SASW7P0dP.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>So the template above contains of:&nbsp;<\/p>\n<ol>\n<li><strong>Persona<\/strong>. I like to use &#8220;Role&#8221; instead of a fictional person name, because it reduces cognitive load and makes the document transparent. &nbsp;<\/li>\n<li><strong>Journey \/ Sub Product<\/strong>. Same persona can be primary in Journey A and secondary in Journey B.<\/li>\n<li><strong>Primary \/ Secondary<\/strong>. The number of primary personas should be as little as possible.&nbsp;<\/li>\n<li><strong>Description<\/strong>. Facts that help to describe a certain archetype.<\/li>\n<li><strong>Contributions<\/strong>. Is taken from the &#8220;Jobs-To-Be-Done&#8221; framework and helps to describe their activity with a product.&nbsp;<\/li>\n<li><strong>Goals \/ Needs<\/strong>. Actual Goals that your users share or are observed by researcher.&nbsp;<\/li>\n<li><strong>Challenges \/ Pain Points<\/strong>. Actual user pain points that your users share or are observed by researcher.<\/li>\n<li><strong>People<\/strong>. This connects straight to my Airtable bases and lists all interviewees who belong to this Persona type.<\/li>\n<li><strong>Notes<\/strong>. Any other related information (user&#8217;s actual job titles for example).<\/li>\n<\/ol>\n<\/div><\/div><div  class=\"tatsu-module tatsu-text-block-wrap tatsu-vvOglYJ5r  \"><div class=\"tatsu-text-inner   clearfix\" ><style>.tatsu-vvOglYJ5r.tatsu-text-block-wrap .tatsu-text-inner{width: 100%;text-align: left;}<\/style>\n<p>Please let me know in comments what do you think about my Persona template and what Persona goals do you set in your organization. &nbsp;<\/p>\n<\/div><\/div><\/div><\/div><div class = \"tatsu-column-bg-image-wrap\"><div class = \"tatsu-column-bg-image\" ><\/div><\/div><div class=\"tatsu-overlay tatsu-column-overlay tatsu-animate-none\" ><\/div><\/div><style>.tatsu-row > .tatsu-dsz5dLPdL.tatsu-column{width: 100%;}.tatsu-dsz5dLPdL.tatsu-column > .tatsu-column-inner > .tatsu-column-overlay{mix-blend-mode: normal;}.tatsu-dsz5dLPdL > .tatsu-column-inner > .tatsu-top-divider{z-index: 9999;}.tatsu-dsz5dLPdL > .tatsu-column-inner > .tatsu-bottom-divider{z-index: 9999;}.tatsu-dsz5dLPdL > .tatsu-column-inner > .tatsu-left-divider{z-index: 9999;}.tatsu-dsz5dLPdL > .tatsu-column-inner > .tatsu-right-divider{z-index: 9999;}@media only screen and (max-width:1377px) {.tatsu-row > .tatsu-dsz5dLPdL.tatsu-column{width: 100%;}}@media only screen and (min-width:768px) and (max-width: 1024px) {.tatsu-row > .tatsu-dsz5dLPdL.tatsu-column{width: 100%;}}@media only screen and (max-width: 767px) {.tatsu-row > .tatsu-dsz5dLPdL.tatsu-column{width: 100%;}}<\/style><\/div><\/div><\/div><\/div><div class=\"tatsu-section-background-wrap\"><div class = \"tatsu-section-background\" ><\/div><\/div><div class=\"tatsu-overlay tatsu-section-overlay\"><\/div><style>.tatsu-3ECccCG98v .tatsu-section-pad{padding: 80px 0px 90px 0px;}.tatsu-3ECccCG98v.tatsu-section{margin: 4px 0px 0px 0px;}.tatsu-3ECccCG98v .tatsu-section-offset-wrap{transform: translateY(-0px);}.tatsu-3ECccCG98v > .tatsu-bottom-divider{z-index: 9999;}.tatsu-3ECccCG98v > .tatsu-top-divider{z-index: 9999;}.tatsu-3ECccCG98v .tatsu-section-overlay{mix-blend-mode: normal;}<\/style><\/div>\n","protected":false},"excerpt":{"rendered":"<p><a href=\"https:\/\/elena.maslovskaya.info\/blog\/2017\/06\/26\/personas-2\/\" class=\"more-link style3-button\">Read More<\/a><\/p>","protected":false},"author":1,"featured_media":5338,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/elena.maslovskaya.info\/blog\/wp-json\/wp\/v2\/posts\/31"}],"collection":[{"href":"https:\/\/elena.maslovskaya.info\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/elena.maslovskaya.info\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/elena.maslovskaya.info\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/elena.maslovskaya.info\/blog\/wp-json\/wp\/v2\/comments?post=31"}],"version-history":[{"count":10,"href":"https:\/\/elena.maslovskaya.info\/blog\/wp-json\/wp\/v2\/posts\/31\/revisions"}],"predecessor-version":[{"id":5337,"href":"https:\/\/elena.maslovskaya.info\/blog\/wp-json\/wp\/v2\/posts\/31\/revisions\/5337"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/elena.maslovskaya.info\/blog\/wp-json\/wp\/v2\/media\/5338"}],"wp:attachment":[{"href":"https:\/\/elena.maslovskaya.info\/blog\/wp-json\/wp\/v2\/media?parent=31"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/elena.maslovskaya.info\/blog\/wp-json\/wp\/v2\/categories?post=31"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/elena.maslovskaya.info\/blog\/wp-json\/wp\/v2\/tags?post=31"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}