Persona Development
Definition
Persona
A persona is a fictional but realistic profile of the target user, based on real data and insights gathered from user research. It represents their goals, needs, behaviours, and limitations to help guide design decisions.
Types of Personas:
- Primary persona: The main user your design is focused on.
- Secondary persona: A less important user with overlapping needs.
- Anti-persona: Someone you're not designing for, used to clarify who the product isn’t meant to serve.
Why Use Personas?
- Help focus design on actual user needs
- Aid in empathy-building within the design team
- Support consistent decision-making throughout development
- Think of personas as a compass for design.
- They guide your decisions, ensuring you stay on course to meet the needs of your users.
- Personas are not stereotypes.
- They are based on real data and insights, not assumptions or generalisations.
Steps to Create a Persona
- Conduct Research
- Use interviews, surveys, observations, focus groups.
- Identify Patterns
- Look for shared behaviours, motivations, or challenges.
