UX design covers all aspects of the user interaction with a website or web application interface. It seeks to have a positive impact on the overall experience of the organization and planning of the users. The process typically includes the following: the flow of the site, navigation charts (sitemap), Personas, interaction analysis, scenario specific case, user testing, storyboard, prototypes and functional specifications that describe the design of the application
Personas are essentially made-up people, based on the data generated by user research conducted previously. There should be at least one persona to represent each major segment of your users. The word major is used as ideally you should be using three to five personas, and with most sites there are a lot more user groups.
UX is not UI “UX is the intangible design of a strategy that brings us to a solution.” UX has become a neologism. When something has “good UX” it is an implied meaning of having the core components of UX (research, maybe a persona, IA, interaction, interface, etc etc…). It’s not really necessary or desirable to tack the word design onto the end anymore.