Alongside the iteratative process, we pursue persona driven development. Personas are example audience members, ascribed various needs and wants and given names for identification. Instead of asking questions from a technical perspective, using a persona we can get into the head of a site visitor and ask the questions they would ask -- "How do I save this item to finish the task?" or "Where can I see updates from my friends?". Using personas, especially those with names, confers a personal aspect to technical projects. Refering to a project's personas can also bring to light unforseen problems that would otherwise have gone un-noticed. "Does Bill know what the term 'dashboard' means?" is not something you can answer with out thinking of the screen-facing side of a web application.