Co-founder & CTO of Symba, Nikita Gupta, shares her advice with Forbes on ensuring accurate and effective user personas; "Interviewing potential customers to understand their current processes and the problems your technology can solve is essential. Gauging what is consuming their time, opportunities to automate manual steps and how the user’s work impacts the business is the foundation of effective customer personas. This knowledge will guide product developments that tie back to ROI for the business served."

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