personas
It can be all tempting to try and design an experience that meets everyone’s needs, but in the process, you end up overcomplicating the interface and diluting the user experience. Personas represent key user types with unique needs and criteria to help focus the design process.
Ethnographic research helped define a core set of target users for Adidas
Personas are a core subset of users with unique behaviors and needs that help focus the design of a product
Identifying your primary audiences is the first step to developing personas
In a physical setting, core user types can help define experience needs more effectively than personas