Personas

What is this method about?

A tool that identifies and defines different user types by creating specific fictional (yet realistic) customer personas and descriptions based on analyzing a wide range of user research sources. Personas are individual archetypes built to identify the wants, needs, and expectations of real users.

Why use it

This tool helps design and development teams to better understand the different types of key users and view the product or service from their specific perspectives—aiding teams in designing the best possible experience for the broadest range of users.

When should I use it?

During the research and define stage of the design process. Personas should be done before any design or development in order to create a tool that will inform product design and functionality that is relevant to the customer.

What you get

• Teams will generate a complete set of personas containing useful, characteristic and visual information about your key users. • Teams will gain a deeper understanding of who your key users are, their needs, goals and core characteristics. • Results will be used to guide ongoing product design and development.

At a glance

• Time: Short
• Effort: Low
• Cost: Low

Materials

• Writing tools
• Paper
• Sticky notes
• Existing user research – primary and secondary. If there is no research to refer to, this will need to be conducted before creating personas.
• A graphic design program for the final representation of the persona (e.g. Google Pages, Adobe Photoshop, Power Point,).

Who is involved

• UX Researcher / UX Designer if no specific research role
• Product designers (optional but useful)
• Customer Services representative (optional)