Persona
A persona is a fictional profile, built from real data and interviews, representing a typical user segment of a product: goals, frustrations, technical level, context of use. It gives a product team a shared reference for design decisions.
It's especially useful when a team needs to make quick calls without re-checking with real users every time. On a business tool built for field managers who aren't comfortable with software, referring to the persona during design meetings ("would Julien be able to use this screen without training?") stops the team from unconsciously designing for a user with a technical profile closer to their own.
The trap is building a persona from internal hunches rather than real interview or usage data, which just dresses up a guess with a name and a photo. A persona that's never updated after early user feedback also ends up misleading rather than useful.
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