We already created personas years ago, but with a focus on private customers. How did the requirement to create business personas come about in concrete terms? Ultimately, the user is the most important stakeholder for us in this process.
In this course, we also took a more user-centric approach.
Basically, it came up with the shift to agile and sprint-based software development. However, the topic has naturally changed over time. Our goal is to develop in a user-centric way, and we have been doing this for many years. Why are personas important for Star Finanz? I coordinate roadmap planning, always keep an eye on the "big picture" as well as overarching themes, and act as the technical brace across all POs in the area. As an introduction, could you briefly introduce yourself and your tasks? What do you do at Star Finanz?Īs Lead Product Owner, I am largely responsible for the product vision of all corporate client, middleware, and portal development based corporate client products. Hi Markus, thank you very much for your time today. We talked to Markus about our collaboration and the importance of personas for Star Finanz. Last year, uintent created B2B personas for StarMoney Business, a product of Star Finanz, the leading provider of multi-bank capable online and mobile banking solutions in Germany. This makes the creation of business personas more difficult than in the case of private customers.
In addition to personal characteristics of the users, the organization, internal workflows or IT infrastructure also play an important role. In the case of business users, however, the context of use is often complex.
They make the user and their context tangible and help teams make better design decisions. Personas are a classic method of user-centric product development.