Just to clarify, the intended customer base was made up of various types of customers over different axes: big companies, small business, people that work in pu

Just to clarify, the intended customer base was made up of various types of customers over different axes: big companies, small business, people that work in purchasing, people that recommend products, and so on. It's useful, to me at least, to come up with personas that are based on clusters of customers (based on research) so that every design choice can be validated against the impact to them. Each persona may have a different goal or priority. The other use is when thinking of scenarios for personalization, what data can be used to segment customers? It might be useful to have a dashboard on the homepage showing the status of POs and bills for somebody in purchasing vs. showing previous items ordered to facilitate reordering for somebody else.