Personas are a design tool to cultivate empathy within product groups. As my very first UX project working with the design team at XO group, I created four personas to help product designers and PMs to craft better experiences and share more personalized user stories. 

The challenge:

Narrow down the primary personas based on user profile data and qualitative user research. 

Make personas useful and relevant in product discovery so that the tool is being utilized by the product/design team.  

Key Takeaways: 

Model around the behavioral perspective instead of demographics + planning details. Differentiate the different behavior characteristics so those archetypes could have different jobs to be done (JTBD).