Too Long; Didn't Read
People aren’t sure how to create personas, but they have been misunderstood and misused over the years. Product teams have gotten tired of the bad experiences that come with personas. In UX, what we’re really after is mental models: mental models like psychographics. The main cause of the problems is that design personas get mixed up with marketing personas. Sales departments were using personas long before we were, and the two types got jumbled together. The two types serve different purposes.