Personas and user journeys provide a shared understanding of who you are designing for. That means you’ll spend less time arguing over personal preferences and instead focus on the needs of the people who will actually use the website or app.
Read MoreA persona is the output of user research, which may have taken the form of ethnographic studies, user interviews, surveys, and diary studies with actual or representative users. Most importantly, the personas you develop were based on research—not guessing.
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