Personas are fictional characters that embody the characteristics, needs, and behaviors of different user segments. These constructed identities range from behavioral archetypes, focusing on patterns of action such as “the efficiency expert” or “the brand loyalist,” to more fleshed-out characters with names, ages, and personal backgrounds. By personifying user data, personas provide a concrete sense of whom designers are creating for, encapsulating the goals, motivations, and limitations of various user clusters.
Personas
Also Called, Human Archetypes, Behavioural Archetypes, User Profiles
Detailed profiles that embody distinct user types, guiding focused and empathetic design.
What stage of the design process are you at?
Research
Who would you like to engage in the design process?
Experts, Stakeholders
What aspects of the service are you working on?
Context
What types of representation you'd like to use?
Narrative
Use it to
- Anchor your design process in user-centered thinking.
- Communicate about users across teams and stakeholders.
- Make informed decisions by considering user perspectives.
- Guide the ideation process towards relevant solutions.
- Evaluate design concepts against user needs and expectations.
- Foster empathy and understanding of the user’s world.