A persona profile is a fictional character that represents a typical user of a website or app. These profiles are created based on user research and are used to help teams understand the needs, goals, and behaviors of their target audience. By creating persona profiles, teams can better design and develop products that meet the needs of their users and deliver great experiences. Persona profiles are an important tool for teams across all disciplines, from UX/UI designers to engineers and product managers, as they help to ensure that the product is tailored to the specific needs of its users.