Creating effective user personas can help businesses deliver products and services that solve customers' problems and make them happy. Personas are profiles of different groups or segments of people targeted by a business, which provides an idea of their motivations and needs. To develop personas, businesses should start with conversations to identify key questions and assumptions about their users, then collect data to fill in the gaps. Segmenting and filtering data can help spot patterns and trends in user behavior, while creating a snapshot persona document that is short, sweet, and easy to digest for quick decision-making. Maintaining and iterating on personas requires incorporating them into routine activities, evangelizing them to everyone who affects the user experience, and agreeing on how they will be used and updated with new information.