A persona in user-centered design and marketing is a fictional character created to represent a user type that might use a site, brand, or product in a similar way. Marketers may use personas together with market segmentation, where the qualitative personas are constructed to be representative of specific segments.

  • Representative human profiles based on archetypal descriptions of users from research
  • Crafted from information collected from real users through sound field research and captures common behaviors in meaningful and relatable profiles.
  • They are useful in humanizing design focus, testing scenarios, and aiding in design communication.
  • Human descriptions facilitate easy empathy and communication, while distinctions create useful targets for responsible design.
  • Affinity diagramming or other methods can be used to cluster similarities across users to form archetypes.
  • Personas are typically page-length descriptions, with a name, a photo, and a story describing key aspects of life, goals, and behaviors.
  • Personas are used as a lasting human reference by teams throughout all phases of the project.
  • Provide a persuasive human reference when communicating research summaries and scenarios to clients.

More Readings,

Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. What we care about - as designers: This process provides a gateway for your organization to become invest...

The Pareto principle (also known as the 80/20 rule, the law of the vital few, or the principle of factor sparsity) states that, for many events, roughly 80% of the effects come from 20% of the causes. Management consultant Joseph M. Juran suggested t...

Diary studies are a form of longitudinal research(research that takes place over a long period of time with the same participants). Typically, users self-report their activities at regular intervals to create a log of their activities, thoughts, and ...

A storyboard is a graphic organizer in the form of illustrations or images displayed in sequence for the purpose of pre-visualizing a motion picture, animation, motion graphic, user interactions,  or interactive media sequence. A visual nar...

Design ethnography is ethnographic qualitative research set within a design context. It delivers results that inform and inspire design processes, for instance service design processes. It offers reference material about people's everyday life; thei...

The User-centered design (UCD) process outlines the phases throughout a design and development life-cycle all while focusing on gaining a deep understanding of who will be using the product. The international standard 13407  is the basis for many U...