This article considers the problematic relationship between new media designers and users in current texts written about user-centered design (UCD) techniques. To better understand and solidify the importance of the user within the technological artifact, these designers often create ‘personas’ — prototypical users with names, faces, interests and preferences. Personas serve as boundary objects used as conceptual stand-ins for users when team members make design decisions. This article traces the discursive construction of the ‘user’ within web design texts and how these texts describe the persona technique. The analysis suggests that the use of personas is motivated as much by political realities within new media organizations, as it is by the desire to address user needs. In addition, it is argued that personas serve to reinscribe the conceptual separation between the user and designer despite technological developments (like Web 2.0) that blur this boundary.
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