Why is it important to create personas and user profiles?

      The importance of  user profiles and personas is apparent throughout the entire design process. Informing content creation or research phases, being the catalysts for creating user journeys at the prototype stage, informing design decisions, helping evaluate proposed features or even helping the executive team get to grips with a proposed direction for the design. The profiles will help a designer justify decisions, help a client understand them and hopefully help a design become more usable and effective. Also, helps you to create or refresh your target audience. Once defined, the target audience become your guides.