It’s likely you’ve heard the term persona before, especially if you’ve worked in user experience design. Personas are a commonly used tool in UX design. At their core, personas are about creating products with a specific, not generic, user in mind. The usefulness of personas in defining and designing digital products has become more widely accepted in the last few years. Properly used, this tool is able to supercharge a designer’s work.

In this article, we’ll talk about the importance of personas, and how to create one.

What is Persona?

Personas are archetypical users whose goals and characteristics represent the needs of a larger group of users. Usually, a persona is presented in a one or two-page document (like the one you can see in the example below). Such 1–2-page descriptions include behavior patterns, goals, skills, attitudes, and background information, as well as the environment in which a persona operates. Designers usually add a few fictional personal details in a description to make the persona a realistic character (e.g. quotes of real users), as well as context-specific details (for example, for a banking app it makes sense to include a persona’s financial sophistication and major expenses).