User Personas provide key insights about a potential user of your site. These users are based on actual research, but are purely hypothetical, often combining the wants and needs of multiple individuals into the each final persona. It includes an archetype, occupation, workplace, personality traits and a brief biography. It goes on to detail the goals and motivations of the individual, the needs they have in a website like yours, and the challenges and frustrations they face when interacting with websites like your own. The user personas are the culmination of all of that research, and will be used as guides as we move into the site map, mood board, wireframe, and high-fidelity comp segments of the process.