lives, it’s valuable to keep in mind vivid, realistic, specific personas

If you find segments of customers with different goals, then draft different customer journeys for each use case based on their goals (desired outcomes). Avoid creating separate journeys based on characteristics such as gender or life stage.

But when the personas are based on ethnographic observations, user interviews, surveys, polls, marketing data, and usage data, they have the power to uncover previously unknown pain points, goals, needs, behavioral patterns, and attitudes towards the product.