For the MailChimp blog, I detail how we used personas to develop a clear understanding of and empathy for our users as we redesigned the MailChimp app.

We realize that personas aren’t representative of all MailChimp customers; instead, we think of these personas as a snapshot in time of common users, knowing that their shelf-life is limited. In the short term, these personas were a big influence on our redesign process: we thought more about how teams collaborate and how individuals work in a multi-screen world.

Read the entire post on the MailChimp blog.