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Senior UX Designer Allison Trapp says:

"User personas are important. But sometimes, you need to lead with why instead of who."

Audience-based navigation can be very tempting, especially if you’ve got a good user persona to work with. But it’s usually a mistake. That’s because most people visiting your site are thinking about the task ahead, not which invisible peer group they fit into. At KW2, we use UX tools like user task surveys to organize content and build clear navigation that supports what people want to do, not who we think they are.