Personas are researched-based user archetypes which can help uncover gaps, highlight new opportunities, and inform the functionality of a space, resource, or service. Personas are a useful tool for organizations, such as libraries, which are interested in improving the user experience, since they tap into users' expectations, behaviors, and attitudes. This column will explain what personas are, the advantages and disadvantages of using personas, and where personas are used. A list of resources for exploring and creating personas is also provided.