PersonaRail answers
Should personas change your navigation menu?
No. Keep the menu in the same order for everyone. WCAG 2.2 asks for repeated navigation to stay in the same relative order. Personalize the content on the page instead.
Why the menu should stay put
Success Criterion 3.2.3, Consistent Navigation, says navigation repeated across pages should appear in the same relative order unless the user changes it. Shoppers learn where things are. Moving the menu for a persona breaks that.
Where personas belong
Use the persona to pick the hero, the featured collection, and the order of product cards. Leave the header, menu, and footer alone.
Source
W3C, Web Content Accessibility Guidelines (WCAG) 2.2. Reviewed Sep 23, 2026.