A Persona is an archetypical character that is used to represent a group of possible users. They share common goals, attitudes and behaviours towards a particular product or service.
1. Collect user data through interviews, observations, ethnography and other methods.
2. Within the team go through the data and identify key aspects by clustering information into groups. Pick meaningful quotes that give insights on the users.
3. Use the information clusters to make personas, make sure that the diversity of interest is included in the personas that are created.
4. Give life goals to the personas, personal aspirations, pain points and possible behaviours.
5. Name the personas and include a ‘personal’ picture conveying what they look like.
After doing research on the user and when a summary of insights is needed.
Personas allow for the team to speak about the needs of users and not about opinions on how users might behave.
Personas are created with data from real users, avoid stereotypes.
Summary of insights on user types and represented by fictional people.
Introduce the persona to the team and use them to validate your ideas.
MIASKIEWICZ, Tomasz; KOZAR, Kenneth A. Personas and user-centered design: How can personas benefit product design processes?. Design Studies, 2011, 32.5: 417-430. PRUITT, John; ADLIN, Tamara. The persona lifecycle: keeping people in mind throughout product design. Morgan Kaufmann, 2010.