A persona is a representation of an audience/user, usually based off of user research and incorporating user goals, needs, and interests. Personas allow the designer to have a greater understanding of the audience/user at the outset of the design process and as a tool used in the design process. Personas can: build empathy for the audience/user., develop a focus for the site/product being developed, assist in making important design, organizational and functional decisions.

“A persona is a character sketch that represents a particular segment of the target audience…With personas website designers can focus on how the website will be used instead of how the technology should work. Instead of asking how a feature should work, the designer can ask, ‘What would Francis do?'” (Mulder, 2006)  Personas are in-depth character sketches, which not only describe research goals and behaviors, but also some personal characteristics.”

Interviews+Personas

Closer Look At Personas / Smashing Magazine >