A while ago, my good friends Justin and Zhen interviewed me to develop a Customer Profile of a young professional that was recently published in the service design journal Touchpoints, and I helped them write Zoe’s narrative with more a bit character and personality (ie “fenders FTW!!”).

The greater takeaway (for me, at least) is that I, as an individual, have been generalized to this imaginary persona. At the end of the day, who is more important to design for? Joannie or Zoe? Probably Zoe, but we can’t forget about the tiny differences of Joannie that can possibly greatly change the impact of an experience.