Tanvi Mehta · Oct 8, 2026 · 5 min read
Personas are a Ghost. Mindsets are the Reality.
Tanvi Mehta · Mar 23, 2025 · 2 min read
Personas are a Ghost. Mindsets are the Reality.
Tanvi Mehta · Oct 8, 2026 · 5 min read
Personas are a Ghost. Mindsets are the Reality.
Why your “User Profiles” are failing and the simple change that can make your products stick.
Why your “User Profiles” are failing and the simple change that can make your products stick.
In the technology world, we enjoy putting people into categories. We create “User Personas,” colorful descriptions of individuals such as “Marketing Manager Mike,” or “DevOps Dan.” We describe what they eat for lunch, how many children they have, and what podcasts they listen to. We believe that this will assist us in understanding them.
In the technology world, we enjoy putting people into categories. We create “User Personas,” colorful descriptions of individuals such as “Marketing Manager Mike,” or “DevOps Dan.” We describe what they eat for lunch, how many children they have, and what podcasts they listen to. We believe that this will assist us in understanding them.
However, there is another truth to consider: Your users do not fit into these categories.
However, there is another truth to consider: Your users do not fit into these categories.
A persona describes a person’s characteristics on paper. However, it does not describe how they think while actually utilizing your application. For many years, personas seemed like the correct approach to working. However, today, they serve as a distraction. They cause us to design for “average” individuals who do not exist.
A persona describes a person’s characteristics on paper. However, it does not describe how they think while actually utilizing your application. For many years, personas seemed like the correct approach to working. However, today, they serve as a distraction. They cause us to design for “average” individuals who do not exist.
I. The Failure of the “Average” User
I. The Failure of the “Average” User
Let’s imagine two individuals with identical job titles: Senior Accountant.
Let’s imagine two individuals with identical job titles: Senior Accountant.
User A is in an extreme hurry. He has a meeting in five minutes and merely wishes to download a single report. He desires the swiftest possible route. He is unconcerned with features; he is concerned with speed.
User A is in an extreme hurry. He has a meeting in five minutes and merely wishes to download a single report. He desires the swiftest possible route. He is unconcerned with features; he is concerned with speed.
User B is performing an in-depth audit. She is concerned about making a mistake that may cost the company money. She desires to verify every number. She wishes to view the math behind the results.
User B is performing an in-depth audit. She is concerned about making a mistake that may cost the company money. She desires to verify every number. She wishes to view the math behind the results.
If you design for a Senior Accountant Persona, you will likely develop a medium-level solution. You will be too slow for User A and too mysterious for User B. You will frustrate everyone because you developed a solution based on a fictitious average rather than a real-life human event.
If you design for a Senior Accountant Persona, you will likely develop a medium-level solution. You will be too slow for User A and too mysterious for User B. You will frustrate everyone because you developed a solution based on a fictitious average rather than a real-life human event.
II. The Framework: The “Cognitive Twin”
II. The Framework: The “Cognitive Twin”
To rectify this issue, we must discontinue viewing resumes and begin viewing Mindsets. A mindset is essentially the mode in which a person exists at the time they access your application. I refer to this as the Cognitive Twin Framework: each user segment contains two twins who share the same occupation but possess differing thought processes.
To rectify this issue, we must discontinue viewing resumes and begin viewing Mindsets. A mindset is essentially the mode in which a person exists at the time they access your application. I refer to this as the Cognitive Twin Framework: each user segment contains two twins who share the same occupation but possess differing thought processes.
I refer to this as the Cognitive Twin Framework. This framework posits that each user segment contains two "twins" who share the same occupation but possess differing thought processes.
I refer to this as the Cognitive Twin Framework. This framework posits that each user segment contains two "twins" who share the same occupation but possess differing thought processes.
II. The Framework: The “Cognitive Twin”
II. The Framework: The “Cognitive Twin”
To rectify this issue, we must discontinue viewing resumes and begin viewing Mindsets. A mindset is essentially the mode in which a person exists at the time they access your application. I refer to this as the Cognitive Twin Framework: each user segment contains two twins who share the same occupation but possess differing thought processes.
To rectify this issue, we must discontinue viewing resumes and begin viewing Mindsets. A mindset is essentially the mode in which a person exists at the time they access your application. I refer to this as the Cognitive Twin Framework: each user segment contains two twins who share the same occupation but possess differing thought processes.
I refer to this as the Cognitive Twin Framework. This framework posits that each user segment contains two "twins" who share the same occupation but possess differing thought processes.
I refer to this as the Cognitive Twin Framework. This framework posits that each user segment contains two "twins" who share the same occupation but possess differing thought processes.
II. The Framework: The “Cognitive Twin”
II. The Framework: The “Cognitive Twin”
To rectify this issue, we must discontinue viewing resumes and begin viewing Mindsets. A mindset is essentially the mode in which a person exists at the time they access your application. I refer to this as the Cognitive Twin Framework: each user segment contains two twins who share the same occupation but possess differing thought processes.
To comprehend these twins, we examine three components:
I refer to this as the Cognitive Twin Framework. This framework posits that each user segment contains two "twins" who share the same occupation but possess differing thought processes.
I refer to this as the Cognitive Twin Framework. This framework posits that each user segment contains two "twins" who share the same occupation but possess differing thought processes.
1. The Three Major Questions
1. The Three Major Questions
To comprehend these twins, we examine three components:
To comprehend these twins, we examine three components:
Control: Does the person desire to operate the vehicle or simply function as a passenger?
Control: Does the person desire to operate the vehicle or simply function as a passenger?
Trust: Do they trust the system or do they require validation of its accuracy?
Trust: Do they trust the system or do they require validation of its accuracy?
Focus: Are they entirely focused or are they experiencing distraction and stress?
Focus: Are they entirely focused or are they experiencing distraction and stress?
2. The Mindset Matrix
2. The Mindset Matrix
Rather than providing biographical data, we utilize a simple table to illustrate for the team what should be constructed.
Rather than providing biographical data, we utilize a simple table to illustrate for the team what should be constructed.
III. Why Mindsets Change (The 24-Hour Cycle)
III. Why Mindsets Change (The 24-Hour Cycle)
The most significant limitation of personas is that they assume that people remain stationary. Humans are dynamic.
The most significant limitation of personas is that they assume that people remain stationary. Humans are dynamic.
Consider a Software Engineer:
Consider a Software Engineer:
9:00 AM: He is assessing system performance. He is functioning in "Triage Mode." He merely desires to observe Green or Red indicators. He is acting as a "Passenger."
9:00 AM: He is assessing system performance. He is functioning in "Triage Mode." He merely desires to observe Green or Red indicators. He is acting as a "Passenger."
11:00 AM: He is writing code. He is functioning in "Deep Mode." He desires access to every tool, every log, and every setting. He is operating as a "Pilot."
11:00 AM: He is writing code. He is functioning in "Deep Mode." He desires access to every tool, every log, and every setting. He is operating as a "Pilot."
4:00 PM: He is fatigued. He is functioning in "Low-Power Mode." He seeks the most expedient means possible to complete his final assignment.
4:00 PM: He is fatigued. He is functioning in "Low-Power Mode." He seeks the most expedient means possible to complete his final assignment.
If you only designed for the "Engineer Persona," you neglected two-thirds of his day.
If you only designed for the "Engineer Persona," you neglected two-thirds of his day.
IV. How to Evaluate Your Application
IV. How to Evaluate Your Application
You can assess your own application currently to determine whether it accommodates diverse mindsets. We refer to this assessment as a Mindset Audit.
You can assess your own application currently to determine whether it accommodates diverse mindsets. We refer to this assessment as a Mindset Audit.
1. The "Magic" Assessment
1. The "Magic" Assessment
Does your application perform functions "automatically"? If so, does it include a button labeled "Show me how this was computed"?
Does your application perform functions "automatically"? If so, does it include a button labeled "Show me how this was computed"?
If it does not, you are failing the Skeptical Mindset. You are requesting that they trust you blindly and they will not comply.
If it does not, you are failing the Skeptical Mindset. You are requesting that they trust you blindly and they will not comply.
2. The "Distraction" Assessment
2. The "Distraction" Assessment
Attempt to operate your application while someone is speaking to you or while you await a bus. If you are interrupted, upon returning to your screen, can you precisely recall where you ceased operations?
Attempt to operate your application while someone is speaking to you or while you await a bus. If you are interrupted, upon returning to your screen, can you precisely recall where you ceased operations?
If you cannot, you are failing the Distracted Mindset.
If you cannot, you are failing the Distracted Mindset.
V. The New Research Paradigm
V. The New Research Paradigm
If we desire to identify these mindsets, we must alter how we communicate with users.
If we desire to identify these mindsets, we must alter how we communicate with users.
Cease asking: "How old are you?" or "What is your profession?"
Cease asking: "How old are you?" or "What is your profession?"
Begin asking: "Describe for me the most recent occasion upon which you experienced frustration regarding this assignment. What occurred within the room? Who disturbed you?"
Begin asking: "Describe for me the most recent occasion upon which you experienced frustration regarding this assignment. What occurred within the room? Who disturbed you?"
Seek "Hacks": Request that users demonstrate for you their "cheat sheets" or the Excel spreadsheets they employ concurrently with your application. These hacks represent a roadmap indicating where your persona-based design failed to address their true mindset.
Seek "Hacks": Request that users demonstrate for you their "cheat sheets" or the Excel spreadsheets they employ concurrently with your application. These hacks represent a roadmap indicating where your persona-based design failed to address their true mindset.
VI. Developing Solutions for the Moment
VI. Developing Solutions for the Moment
Tech companies frequently create products that are overly complex because they attempt to incorporate every feature that a "Persona" may desire. This results in Feature Bloat.
Tech companies frequently create products that are overly complex because they attempt to incorporate every feature that a "Persona" may desire. This results in Feature Bloat.
Mindsets provide an alternative approach: Adaptive Design. You develop an application that appears simplistic to an individual in haste, yet offers "Pro" tools to an individual conducting an extensive review.
Mindsets provide an alternative approach: Adaptive Design. You develop an application that appears simplistic to an individual in haste, yet offers "Pro" tools to an individual conducting an extensive review.
Designing for Humans, Not Categories
Designing for Humans, Not Categories
When you discuss an occupation, you are discussing an abstraction. When you discuss a "High-Anxiety Professional," you are discussing an actual individual with legitimate requirements.
When you discuss an occupation, you are discussing an abstraction. When you discuss a "High-Anxiety Professional," you are discussing an actual individual with legitimate requirements.
UX Research in 2026 is not about accumulating biographies. It is about anticipating how people respond when under pressure. Cease designing for the person depicted on the slide. Start designing for the person seated in front of you.
UX Research in 2026 is not about accumulating biographies. It is about anticipating how people respond when under pressure. Cease designing for the person depicted on the slide. Start designing for the person seated in front of you.