Personas

A persona (alternatively user role, user group description) visualizes a typical representative of a user group as a “real” person. In addition to more general information such as tasks, education or experience with the application, this kind of user group description also contains narrative elements such as the name and age, a motto or quote as well as specific needs, goals and at times existing pain points. Personas make it easier to define target groups and are therefore often used at the start of the user research process.

Nice to know:

Personas draw a clear picture of the target groups, their characteristics and needs. Thanks to their closeness to real user experiences, they enable all members of a project to better understand the user’s perspective and take it into account during the development process. In addition, Personas simplify the communication on users and their requirements throughout the company and help to make the topic more concrete.