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Cisco Secure Personas: A New Way to Think and Talk About Our Customers

When a group of Cisco Secure UX researchers, designers, and product marketers came together to unify the organization's personas, they asked themselves: "Could we create new type of persona that doesn't introduce any bias or stereotyping?" Making inclusivity a top priority, the team threw out the rule book of persona design and created archetypes with symbols instead of photos, gender-neutral names, shapes to represent persona types, and bold colors to help distinguish personas from each other.