What is a Persona?

A persona is a research-based, representative user archetype that encapsulates the characteristics, behaviors, and needs of a specific segment of users. It is created through user research and data analysis to help teams understand their target audience better.

When to use a Persona?

Personas are used during the design and development processes to guide decision-making, ensuring that the product or service aligns with user needs and preferences. They are particularly useful in user experience (UX) design, marketing strategies, and product development.

When not to use a Persona?

Personas should not be used if the user base is too small, diverse, or if there is insufficient data to create reliable archetypes. Additionally, relying solely on personas without continuous user feedback can lead to misguided assumptions about user behavior.

What is the anatomy of a Persona?

A persona typically includes demographic information, user goals, challenges, behaviors, and motivations. It may also feature a name, photograph, and quotes to humanize the archetype and make it relatable for stakeholders and team members.