Personas in my mind are still a powerful visual tool that can be used cross department to build and deliver a seamless customer experience. They help collaboration thinking and you have a set of users created common behavioral attributes which then become the baseline for strategical thinking for all project and cross departmental project framework. I just think that the core behaviors need to be validated more frequently with the changing technology and should be split into three areas
- Attitudes
- Outside influential behaviors – how users browse, shop and interests which are not related to your business
- Evolving behaviors