A typical consumer-facing digital product such as an e-commerce site, app, or interactive tool may be used by tens of thousands of different people. And of course, everyone has very high expectations that the product will meet their specific needs and desires. Unfortunately, it is impossible to design to the specific needs of each individual. It’s not ideal to design for the masses since a ‘one size fits all’ design often doesn’t work. This is where personas come in handy.