Priyama Barua & Dana Ortegón, Mad*Pow

Tuesday, Dec 11, 2018

Agile Behavior-Based Personas for Better Designs

Constant Contact, 1601 Trapelo Road, Waltham, MA

Please register.


Maximize design efforts with agile, contextual behavior-based personas that enhance how people experience products, services, and apps. Persona creation has traditionally been a labor- and resource-intensive process. Our game-like approach allows teams to create a set of personas in a single, day-long session. Working with sets of behavior attributes gleaned from hundreds of hours of qualitative and quantitative research, designers expand their understanding of how their audience might interact with the experiences they create. Human-centered design requires deep understanding of and empathy for people’s lived experiences. Our framework helps designers imagine these lived experiences and the tools, functionality, and content that might improve them.


Priyama Barua 

Priyama is a Senior Experience Strategist at Mad*Pow, working on research, strategy, service design, UX and innovation projects with cross-functional teams. She focuses on bridging gaps between disciplines and adapting innovative and flexible approaches. Her work spans different industries with a particular interest in healthcare and finance. In a prior life, Priyama owned and operated a design consultancy, and also taught design thinking at a prominent design college in India.

Dana Ortegón

Plain language/readability and health & financial literacy are Dana’s not-so-secret passions. She also loves helping clients figure out the what’s, why’s, when’s, and how’s that make their content work harder and smarter. When Dana isn’t waving her magic wand at sentences, she can be found huddled with experience strategists and designers, hammering out personas, exploring user journeys, and pondering the intricacies of behavior change.



  • 6:30 – 7:00  Networking over pizza and beverages
  • 7:00 – 8:30  Meeting
  • 8:30 – 9:00  CHI Dessert and more networking