“…Such understanding is typically achieved through qualitative UX research methods such as interviews and observations. The detailed and often complex information about users is then translated into effective representative groups of users, called personas (Bajracharya et al, 2019;Bhattacharyya, Mossman, Gustafsson, & Schneider, 2019;Jain, Djamasbi, & Wyatt, 2019;Javahery & Seffah, 2012). As Figure 3 shows, this information, which is often gathered periodically, is used to drive design decisions.…”