"All of these decisions shape how users experience your product or service. And most of them happen without any input from actual users. You do the research. You create the personas. You write the reports. You give the presentations. You even make fancy infographics. And then what happens? The research sits in a shared drive somewhere, slowly gathering digital dust."
"The personas get referenced in kickoff meetings and then forgotten. The reports get skimmed once and never opened again. When a product manager is deciding whether to add a new feature, they probably do not dig through last year's research repository. When the finance team is redesigning the invoice email, they almost certainly do not consult the user personas. They make their best guess and move on."
"This is not a criticism of those teams. They are busy. They have deadlines. And honestly, even if they wanted to consult the research, they probably would not know where to find it or how to interpret it for their specific question. The knowledge stays locked inside the heads of the UX team, who cannot possibly be present for every decision being made across the organization."
Scattered user research often becomes static assets that few consult. Teams across product, marketing, finance, and support make decisions that shape user experience without user input. UX teams produce personas and reports that end up forgotten in shared drives. Busy teams lack time, knowledge, or context to find and apply research for specific questions. AI-powered functional personas can consolidate multi-perspective feedback and deliver actionable insights at decision time, enabling broader, timely use of research across the organization. That shifts research from passive deliverables to active tools that guide prioritization, messaging, and process design.
Read at Smashing Magazine
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