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.

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

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.

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. The initial personas …

Learn why personas work in any job or industry—rooted in psychology, empathy, and better decision-making.

May 5, 2025 · Discover how personas help you design smarter, user-centered solutions that boost careers and align teams.

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

Aug 8, 2025 · Discover how you can use personas in Agile to blend speed with human-centered design, elevate engagement, cut waste, and deliver products that truly matter.

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