Persona
Personas are fictional characters, which you create based upon your research in order to represent the different user types that might use your service, product, site, or brand in a similar way.
Why it matters
A persona works when it settles arguments — “would Amira read this email?” beats “would users?”. It fails as fiction: a persona not built from research is the team’s assumptions wearing a name badge.
See it
Specific enough to settle arguments — “would Amira read this email?” has an answer; “would users?” has a meeting.
The numbers
- Built from research — or it is a mood board with a name
- 2-4 personas — more and nobody remembers any
Related terms
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