Understanding the needs of users is one of the most critical success factors for any intranet or website project. Understanding these needs in a rapid fashion has arisen as project timelines have shortened and the pressure has mounted to deliver value early and often.
Personas allow you to identify and communicate user needs efficiently and effectively. By developing ’stand in’ users, based on real user data, the design team can concentrate on designing for these archetypal users with the confidence that the needs of the broader user base will be meet.