Personas promote empathy

Team members can relate to personas on a personal level — by giving the user a name, face, and backstory. Personas make users more realistic and easier to understand.

Personas are different from jobs to be done in that they provide details about users' deep motivations and feelings, making it easier to empathize with them. For example, if a persona describes users who are frustrated with their current product because it takes too long to complete a task, team members can empathize with that frustration and work to develop a product that addresses that pain point.

Personas also include more information about the high-level context in which users are using products or services or facing issues. For example, if a persona describes users who are always on the go, team members can empathize with their need for mobile accessibility and work to develop a product that meets that need.

By creating relatable fictional representations of their users, team members can better understand their perspectives and develop products that work for them.