You’ve asked questions, snapped photos, scribbled notes, and recorded voice memos. Now you’re facing a mountain of raw information. How do you turn all those individual stories into a clear picture of who you’re designing for? That’s exactly what this chapter is about. We’ll look at how to sift through the chaos, spot the patterns that matter, and build vivid, research-backed character sketches—called personas—that keep your team focused on real human needs.