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

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

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).
Personas reflect real user patterns, not different user roles. Personas aren’t a reflection of roles within a system.
A persona focuses on the current state (how users interact with a product), not the future (how users will interact with a product).
A persona is context-specific (it’s focused on the behaviors and goals related to the specific domain of a product).