Describe users with personas

Personas transform abstract user groups into concrete individuals that evaluators can empathize with during inspection. Without personas, evaluators default to their own preferences rather than considering actual user needs. A well-crafted persona includes goals, frustrations, skills, and context that shape their product experience.

Build personas from real user data whenever possible. Analyze support tickets, conduct interviews, study analytics, and research competitors' audiences. Combine quantitative patterns with qualitative insights to create believable characters. Include relevant demographics, but focus more on behaviors, motivations, and pain points.

Strong personas go beyond surface attributes to reveal decision-making factors. Instead of "Sarah, 35, marketing manager," create "Sarah, who needs quick campaign reports for weekly meetings but struggles with complex analytics tools." This context helps evaluators assess whether your wireframes truly serve user needs.