At Salesforce, we use personas based on robust data – small and big – to inform our design and development process. Our personas are more than a job title and demographics: they are based on real users’ behaviors, attitudes, desires, capabilities, tools, and perspective on our product, all within the context of their needs. In this session, I share our experiences building and maintaining our personas, and, even more importantly, how we ensure that they thrive in the company. I will also discuss the complexity of our persona journey, much of which echoes the ongoing debate in the research and design community about the continued relevance of Cooper-style personas as the rising popularity of the Jobs To Be Done (JTBD) approach. http://conveyux.com/