Each kind of user will interact with our system trying to develop different kind of actions. If we have a clear vision about the goals of each persona and therefore of each group of users, we will be able to evaluate the effectiveness of our system when used for that specific goal. Our system will work better for some goals than others, and we need to have a clear idea of the users we will support with our solution.

These are some examples of possible goals:

• Get contact information from a colleague
• Generate more leads and traffic for the business
• Get support from the technical service
• Analyze performance numbers and create summaries for stakeholders