Persona (user experience)

Common card · No. 380758

A persona (also user persona, user personality, customer persona, buyer persona) in user-centered design and marketing is a semi-fictional characterization or representation of a typical customer segment or end user. Personas help marketers and designers focus their efforts by humanizing data into relatable profiles. Personas are one of the outcomes of market segmentation, where marketers use the results of statistical analysis and qualitative observations to draw profiles, giving them names and personalities to paint a picture of a person that could exist in real life. The term persona is used widely in online and technology applications as well as in advertising, where other terms such as pen portraits may also be used. Personas are useful in considering the goals, desires, and limitations of brand buyers and users in order to help to guide decisions about a service, product or interaction space such as features, interactions, and visual design of a website. Personas may be used as a...

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