Data Driven Personas Summit 08

Personas are fictional user archetypes created based on research to represent the different types of users of a product. They have representative behaviors, activities, goals, and pain points to help product teams make decisions that align with user needs. Personas keep designers focused on the real needs of specific user groups rather than an imaginary "average user". They are an effective research tool for communicating insights about users to help guide decisions around features, navigation, and design.