The business analyst (BA) for Cloud Kicks' new Experience Cloud project needs to research behavioral...

Personas are the standard output for capturing behavioral differences and unifying traits among customers:

Definition of Personas: Personas are fictional representations of customer segments based on behavior, goals, and pain points. Salesforce emphasizes personas as a key deliverable to guide user-centric design in projects like Experience Cloud.

Role in Development: Personas help the development team design and anchor app functionality to meet user needs effectively, ensuring the solution is tailored to the real-world behavior of the target audience.

Alignment with Best Practices: Salesforce projects encourage the creation of personas during the discovery phase to align features and workflows with user expectations, driving engagement and satisfaction.

By delivering personas, the BA ensures the project team has a clear understanding of customer behavior to inform design decisions.