In everyday usage, a persona is a character played by an actor. When we bring this term into the UX world, the most common meaning is a fictional character who represents a customer. This fictional person is based on demographic and psychological characteristics which drive customers in the real world. For example, consider the following two personas: “Molly” is a 72 year old woman who is a frequent visitor of “Happy Crafter” Store. Her primary hobby is scrapbooking, but she