A few weeks ago the 2018 Digital PM Summit was held in Memphis. This is the 6th year the conference has been held and the Bureau of Digital (https://bureauofdigital.com) put together another incredibly inspiring conference. The event focuses on helping PMs in who work in the Digital space amp up their ability to practice their craft. During the conference, Aaron Irizarry gave a presentation called “Laying the Groundwork: Building Foundations for High-Performing Teams”. (https://bureauofdigital.com/aaron-irizarry) Aaron is currently working as a Design Director at Capital One.

After Aaron’s session we had the chance to sit down and record a podcast on how to create Personas. During the interview we talk about why personas are so important how to go about creating archetypes, personas, how to conduct proxy interviews, and how much detail you should include when you are putting them together.

Aaron is also the co-author of Discussing Design: Improving Communication and Collaboration through Critique. (https://www.amazon.com/dp/149190240X/ref=cm_sw_su_dp)

If you’d like to get in touch with Aaron with additional questions or to hear more about his session at the Summit, you can reach him via Twitter at https://twitter.com/aaroni