You build a primary persona by identifying repeated patterns in user research, grouping users with similar goals and behaviours, and creating an evidence-based archetype representing the design’s main user group. The persona must be based on research rather than assumptions.
The Method
In user-centred design, designers investigate users before defining requirements or developing solutions. A primary persona represents the user whose key needs and goals should receive the highest priority during design decisions.
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Collect user research. Use methods such as interviews, questionnaires, observations, focus groups and contextual inquiry. Combining methods improves the reliability of the findings through triangulation.
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Organize the data. Separate findings into categories such as user goals, behaviours, frustrations, abilities, contexts of use and accessibility needs.
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Identify patterns. Look for characteristics shared by several participants. Avoid treating an unusual response from one participant as representative of the whole user group.
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Create user groups. Cluster participants according to meaningful behavioural patterns rather than superficial characteristics. For example, confidence with technology may influence a product more directly than age.
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Select the primary group. Choose the group whose needs are central to the design problem. Other groups may become secondary personas.
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Construct the persona. Give the archetype a realistic name and concise background, then document only relevant, research-supported characteristics.
| Include | Avoid |
|---|---|
| Goals, behaviours and needs | Unsupported personal details |
| Frustrations and barriers | Stereotypes or assumptions |
| Context and frequency of use | Features already chosen by the designer |
| Short evidence-based quotations | Invented claims presented as research |
The persona should then guide the design specification, concept generation and evaluation. A common misconception is that a persona is an imaginary customer; it is fictional in presentation but must represent patterns found in real evidence.
Exam Technique
For B1.1 User-centred design, explain both the process and its purpose. Examiners expect a clear link from research evidence to the persona and from the persona’s needs to justified design requirements.