• Personas are fictional users whose goals and characteristics represent the needs of a larger group of users.
• Each persona that you create will represent a group of users with similar characteristics that you’ve learned about through your research.
• Personas are key to the design process because they reflect the lifestyles of users and give your team an idea of how to meet users’ needs or challenges.

Building personas

• As you create personas, look for the most common themes in your data and group the users who personify those themes together.
• Creating 3 to 8 personas is enough to represent the majority of a product’s user base.

Journey Map

Online store user Journey Map.pptx