The document discusses personas and how they can be used in design. It defines a persona as a realistic character sketch representing a segment of a website's audience. Personas bring research findings to life in a way that allows companies to make decisions based on personas rather than themselves. The document provides examples of persona profiles that include names, types, roles, quotes, motivations, goals, pain points, behaviors and more. It suggests applying personas across an organization by using them to create user stories and scenarios and map user processes.