A Glimpse into Personas
Personas are imaginary characters that you’ve created based on your user research to represent different types of people who might use a company’s services, products, or Web sites. Personas could help you better understand users’ needs, experiences, behaviors, and goals. Personas might enable you to venture outside your comfort zone. They might enable your team to recognize that different people have different needs and wants, as well as help them identify with the people for whom you’re creating a product.
What Is a User Persona?
The user persona was developed in the 1990s as a method for gaining important insights into a product’s target market and users’ behaviors and expectations. UX design teams and marketing departments worldwide still use them. User personas are representations of an app or Web site’s various user groups. UX designers and product teams use them to help them create the best possible user experience. The personas they create should represent the types of people that would most likely utilize an app or Web site.
How Does a User Persona Work?
UX designers must figure out who the users are for the product they’re planning to design to ensure that the ultimate product attracts customers and is useful to them as well. User personas make the users more real—genuine people who the team can imagine and know. To keep your product on track, post user personas on the office wall or notice board, add them to your UX research tools, or distribute them to your colleagues as PDFs or PowerPoint files, so they can refer to them as they’re designing new features. User personas turn your users into real, living, breathing human beings with unique thoughts, feelings, and emotions.
Each persona represents a group of users who have similar attributes and intentions. The personas’ goals should influence the optimal design patterns for your Web site or app to ensure it provides the best user experience. Their characteristics also impact how you’ll resolve certain design challenges. Even when making modest improvements, being on the same page as the user can help UX designers make the right design changes and avoid user backlash. In enterprise-software design, user personas can provide critical insights for developing seamless user journeys that many firms have overlooked in favor of considering costs.