Once you have created a cast of characters, select a primary persona. This is the persona you mainly develop the product for. Working with a primary persona creates focus and facilitates decision making: the goal of the primary persona should largely determine the user experience (UX) and the product’s functionality. If you find it difficult to choose one primary persona, this may indicate that your target market is too large and heterogeneous, or that your product has become too big and complex. If that’s the case, then resegment the market, unbundle your product, or introduce product
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