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Scott Plewes

Scott Plewes

Chief Strategy Officer

Journeys and Personas Aren’t Forever

Good journeys and personas are research data-based. And that data changes because people and systems change. Context changes. New roles emerge in businesses, or a significant societal change (i.e., the pandemic) means different interactions, experiences, attitudes, and behaviours. Sometimes faster and more sudden than you’d anticipate.

For these reasons, your personas and journeys need to be updated regularly. Things to keep in mind:

  • There’s no way to know the time scales for updating ahead of time. Because you don’t necessarily know the timescales of the causal factors, but you do know, in general, you’ll need to update personas. As an indication, think low single digit years to renew them.
  • Ask yourself how much the data (including context) you based your personas on has changed. That will guide you when you need to update them.
  • When you update them, you are probably not starting from square one. Do an interdisciplinary assessment (market, product, society, including secondary data) to determine what and how you need to gather data to update them.
  • Ultimately, the updates are about the impact on products and services, so there’s an obvious business component to deciding when and how to update.

Scott Plewes

Scott Plewes

Chief Strategy Officer

Over the past twenty-five years, Scott has worked in the areas of business strategy, product design and development in the high tech sector with a specialization in experience design. He has extensive cross-sector expertise and experience working with clients in complex regulated industries such as aviation, telecom, health, and finance. His primary area of focus over the last several years has been in product and service strategy and the integration of multi-disciplinary teams and methods. Scott has a master’s degree in Theoretical Physics from Queen’s University.


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Akendi is a human experience design firm, leveraging equal parts experience research and creative design excellence. We provide strategic insights and analysis about customer and user behaviour and combine this knowledge with inspired design. The results enable organizations to improve effectiveness, engage users and provide remarkable customer experiences to their audiences.