Personas are an insightful deliverable to help create better user experiences. They can be approached a number of ways depending on your end goals—whether you're redefining your brand voice, informing your product development or providing guidance for your information architecture.

We take a pragmatic approach at Chapter Three with Personas, using them to guide our information architecture decisions. We capture the user tasks, then prioritize these to reflect the business focus. Prioritization ensures our designs support key user journeys, which in turn set up businesses to succeed.