Personas are a set of representative profiles. We use personas as one of our design tools to understand behaviours, goals, wants, needs and indeed, frustrations of a given user. Personas are developed from an analysis of user behaviour including web statistics, user feedback and client input. They focus on how a particular profile uses an application or website in a particular context. This information guides Devlin's strategy and development of the site.
The creation of a number of profiles is essential. Using personas is the very best way to understand a cross-section of users. Without this understanding, companies run the risk of a common mistake made at other digital agencies: building a website to suit the company and not for its users.