In 2012, Result 10 created a set of eight personas that you can see in the back of the Blueprint. These were created after a series of in-depth interviews with users of government services are represent the types of customers we have in government.
The problem we faced when socialising these personas was that people often confused them with segments, deducting that eight personas meant each persona represented 12.5% of the population, which was not the case.
The segments instead give public servants and designers a better idea of who will be using their services and who to design for. Continue reading Result 10: Creating customer segments