The value of any product lies in the perception of those who buy or use it—their needs and experiences ultimately determine its desirability. So, how can you create products and services that truly address what your users need?

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While not an official component of Scrum, many Scrum teams leverage personas to gain a deeper understanding of customer pain points, needs, and challenges. By fostering this empathy, teams are better equipped to create solutions that directly address and resolve those issues. While a persona can't tell you everything your actual customer or user wants and needs, personas provide guardrails to steer the process of providing an experience, product, or service that delights the end user.

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In this session, Brittany will explore the key reasons why development teams should create personas, including fostering informed decision-making, enhancing user experience, and promoting collaboration and alignment across teams. Additionally, she will discuss the role of proto-personas, explaining how they can be effectively utilized in the early stages of a project or when resources are constrained.