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.

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

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 …

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

The move from creating engaging personas to scenarios reflects the move from a static character description to an active character in a story — a narrative. In the following, I draw on an …

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

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

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