One of the prompts in Creative Doing is, “Focus on Connection.”
There’s something special about making something for a few, specific, people you know.
It helps make things specific: will this person like this? What would make them appreciate it? What problems are they facing, or what are they interested in? What do I want to express to them, or support them with?
Instead of making something for a mystery, general, persona, you’re making it for a real person or a few real people.
When in doubt, you can just talk to them and ask them questions.