Chapter 11 end to end dXp Case study Figure 11-3. Persona-based feature mapping Persona-Based Design and Information Architecture User centricity is the main design goal of DXP. The solution architecture, UI design, and information architecture are all designed with the end user in mind. “Persona- based design” is one of the key elements of UI design. A persona represents a group of users with similar needs, similar behavior, and similar information goals with similar navigation patterns. We will identify all the user personas for a given digital solution and this will help us to identify the UI design, information architecture, and DXP capabilities that need to be leveraged. In Table 11-4 we have identified a few user personas and mapped them to the DXP capabilities. 308