A persona represents a target user, a scenario describes that user interacting with a product in context, and a population stereotype is an expectation about how a product or interface should operate that is shared by a group. They provide different types of evidence for user-centred design decisions.
These concepts belong to A2.1 User-centred research methods. Designers use them to understand users, contexts and expected product behaviour.
| Concept | Meaning | Design Technology example |
|---|---|---|
| Persona | A research-based, fictional profile representing a significant user group. It may include the user's goals, abilities, behaviour, needs and frustrations. | “Maya, 68, has reduced grip strength and needs clearly labelled controls on her microwave.” |
| Scenario | A short narrative explaining how a user completes a task with a product in a particular environment or situation. | Maya tries to heat food at night while wearing glasses and carrying a plate. The scenario reveals needs for lighting, one-handed operation and readable displays. |
| Population stereotype | A learned expectation shared by a population about the relationship between a control, its movement and the resulting response. It may vary culturally or geographically. | Users may expect turning a control clockwise to increase volume, or moving a switch upward to turn a product on. |
A persona answers “Who is the user?” A scenario answers “What is the user doing, where, and under what conditions?” A population stereotype answers “What operation or response does this group expect?”
The common misconception is that a population stereotype is a demographic caricature. It is not a general assumption about personality, age or lifestyle. In Design Technology, it concerns shared expectations that can influence control and interface design; these expectations should still be verified through user research.
In an IB response, define each term separately and apply each one to the same product. For an explain question, show how the method informs a design decision rather than merely listing definitions. Examiners reward a clear connection between user evidence and specifications such as accessibility, usability, control layout or feedback.