A persona is a research-based, fictional representation of a target user group. Designers use personas to understand users’ needs, goals and behaviours so that design decisions remain user-centred throughout the design process.
In A2.1 User-centred research methods, designers first collect information about potential users through methods such as interviews, observations, questionnaires and focus groups. They then identify recurring patterns in the data and combine these into a realistic persona.
A persona commonly includes a name and image for identification, demographic characteristics, behaviours, abilities, motivations, goals, frustrations and relevant contextual information. Only details that help to inform the design should be included.
| Function of a persona | How it supports design |
|---|---|
| Builds empathy | Encourages the designer to consider the user’s experiences rather than personal preferences. |
| Defines user needs | Converts research findings into clear needs that can inform a design specification. |
| Guides decisions | Helps designers assess whether proposed features, interfaces or forms suit the intended user. |
| Supports communication | Gives members of a design team a shared understanding of who the product is for. |
| Enables evaluation | Allows concepts and prototypes to be judged against the persona’s goals and limitations. |
For example, research into public transport apps might reveal a group of older users with limited digital confidence and reduced vision. A persona based on this evidence could lead designers to prioritize large text, high contrast, simple navigation and clear feedback.
A common misconception is that a persona is simply an imagined customer or a stereotype. A valid persona must be based on evidence from user research; invented assumptions may introduce bias and misrepresent the target market. A persona also represents a user group rather than one specific participant.
In an IB exam response, define the persona, state that it is derived from research, and explain how it informs design decisions. For an “explain” question, link a persona characteristic to a specific design consequence rather than merely listing its contents.