Personas are imaginary, yet realistic users of your product. 1⃣ Basis for design discussion They set the tonality and aesthetics for the design of the product/app/service 2️⃣ Rather then saying user, describe the person for which product is being built It creates empathy for the person, rather then just calling it a user. You want to have this burning drive to solve the problem for this person. 3️⃣ Focus on some characteristics Solving the problem for a focus group, you can later engage with the people having similar characteristics , thus a larger audience can be targeted later. 🛎 Personas are representative of the majority of the key users of your product.