If a product on the web is to be accessed by a mainstream audience, an inclusive design approach ensures that the needs of the widest num ber of consumers are met when creating a product or service. A persona is a generalised representation of a typical user of your product or service, and is usually based on research carried out on real people that can validate any possible assumptions made. Personas can evolve with accuracy throughout the design process as new research emerges. They can be important for validating design decisions, prioritising features.