This document discusses personas and their design. It notes that personas connect people to something bigger while allowing individuals to feel smaller. Personas translate experiences into new forms and mediate relationships. They are always collective, individual, orienting, happening in space and time. The document advises asking who your customer categories are, naming them, understanding their similarities, differences and needs, and formalizing each category's relation to your service. Personas then guide, without determining, service design. Organizational goals may trump user needs, so wants expressed don't always need fulfilling.