Personas are fictional characters representing a cross-section of real users of a service, with an emphasis on how and why they do what they do. As we explore common needs, paint points, emotions, and patterns of behavior, we consider how these characteristics impact users interactions with a service at various touch points. Personas allow us to get into the weeds of your audience, see the world through their eyes, illustrate lived experiences, and bring an empathetic lens to our work. After further validation, we refer back to our personas throughout the design process to ensure all decisions are based on real needs, rather than assumptions, resulting in more targeted, superior service experiences.