Discovery& personas

From assumptions to evidence.

At Rossum, I introduced structured discovery practices to replace assumption-driven development.

Through end-user research across stakeholders, customers and LinkedIn data, we defined four core personas — Clerk, Manager, Admin and Developer — each with clear needs, pain points and workflows.

Making personas impossible to ignore.

To evangelise customer-centricity, I ran a workshop on missed opportunities, published the personas in Confluence, and strategically displayed them in the Prague office kitchen — a natural hub for team conversations.

Impact.

• Personas became widely adopted — now referenced daily in Slack, meetings and hackathons.
• Accelerated product decisions and improved hypothesis-validation speed by grounding debates in real user data.
• Kickstarted Rossum’s discovery culture, ensuring features are now designed with user needs at the core.