User Persona Guide

What is User Persona?

Personas are about creating products with a specific, not generic, user in mind.

• We generalize the characteristics of target audience after research, those characteristics are incorporated in the specific design

• The characteristics which are focused in research:

  • Personal details of few frictional characters who are target audience of design

  • Context specific details (financial details of persona if required)

    • Age

    • gender

    • Location

    • Marital Status

    • Income/Social Status

    • Digital Activeness

    • Personality (extrovert/introvert, sensing/intuition, judging/perceiving, thinking/feeling)

    • Brand Affinity

    • Online purchase comfort

    • Pain points

    • Quote/one-liner that summarizes the personality

Why is it important?

• Persona help with finding the answer to the question: "Who are we designing for?"

• Help with the understanding of target user expectation, concerns, and motivation

• Help in moving away from biases, and gain perspectives similar to the user

• Help in prioritization of tasks

Characteristics of Good Persona

1. Personas aren’t fictional guesses at what a target user thinks. Every aspect of a persona’s description should be tied back to real data (observed and researched).

2. Personas reflect real user patterns, not different user roles. Personas aren’t a reflection of roles within a system.

3. A persona focuses on the current state (how users interact with a product), not the future (how users will interact with a product).

4. A persona is context-specific (it’s focused on the behaviors and goals related to the specific domain of a product).

Steps for creating User Persona

Use of Data in creating User Persona

References

• https://xd.adobe.com/ideas/process/user-research/putting-personas-to-work-in-ux-design/
• https://careerfoundry.com/en/blog/ux-design/what-is-a-persona/