User personas are the foundations of good product design and development. Product teams need a deep understanding of who they’re building products for and why. Researched, validated and documented user personas help you design strong user journeys, epics, user stories and use cases for the development teams to work their magic.
Buyer personas are a vital piece of the jigsaw for high-level solution design, building your value proposition and targeting your messaging. In a typical B2B buying cycle, four key personas make the decisions.