“The” User is not a Thing
Don’t forget that users are also human beings. E.g. people who shop online, have motivations and emotions – MotiMotions
Users not only have needs and requirements regarding the products they want to purchase, or regarding the platform which they are using. Also, personas are often only referring to the users’ sociodemographic characteristics and their key tasks they have to/want to perform, when interacting with our platform, in (a) specific scenario(s).
A thing/system may be usable and enjoyable or not. Keeping the users’ motivations and emotions in mind, makes things sometimes appear in a different light.