Who exactly is the user we are talking about? You've likely found that many conversations still revolve around, "I think we should" rather than about what your target users would need.

In the absence of having real users give feedback on a regular basis, we often resort to abstractions such as market segments, but it is very difficult to make detailed design decisions based on broad segments.

Personas solve this problem by creating a realistic profile that represents a segment. In this presentation, I'll outline what personas are, why they are useful, and how to create them, starting with what you already know.

By the end, you will have techniques you can use immediately to create assumptive personas and start focusing your team.