What the Numbers Missed: 4 Times Personas Could Have Saved Millions
Numbers answer a big question—"What?” What is the problem? What happened when we did this? “What” gives us so much. It contributes to important decisions that improve people’s lives and business outcomes. But numbers cannot answer another big question—"Why?” Why is this a problem? Why did this happen? “Why” is answered when we use our deep, human-centered skills of empathy and intuition to understand people’s behaviors, needs, and motivations. Make decisions on metrics alone, and the results can



















