Personas

Problem: The current personas used lacked focus, contained superfluous information and did not contain important information, was text-heavy, and no one was looking at them.  

Task: Re-design the personas, from scratch it necessary.  Create personas that contained the right information needed for all of the internal teams (development, product management, marketing, customer success, etc.) in order to focus on building the right things for the right people, rather than all things for all people.  Create compelling and familiar personas that people will actually read and understand.