Creating personas helps you understand your users’ needs, experiences, behaviours and goals. Learn more about how they help you create great user experiences.

Learn to research, build, and apply personas that humanize users, cut costly errors, and drive user-centered design that improves lives and grows your career.

Design for real people—not assumptions. Master personas to create user-centered products, services, and experiences and get ahead in your career.

Master personas with our 2025 UX guide—build with real research, align teams, and future-proof your design career.

Discover how research-based personas help you create intuitive, user-centered designs. Learn how to gather insights, define personas, and design for real users.

The method focuses on a move from initial personas to final personas. In the beginning of the process, a large number of personas are created based on in-depth ethnographic research. …

Master when to use user vs customer personas to guide UX design and marketing impact. Get practical skills that drive both user love and bigger profits.

Personas help you get inside your users’ heads—and build things they’ll actually value. Now imagine having a tool that makes it all click faster. That’s AI. Let it handle the grind while you …

AI personas are fast but flawed. Learn when to trust real users to design products that truly succeed.

Read about the best practices in developing personas and scenarios, so your user research results can work their magic. Get your observations across effectively.