Personas: A Simple Introduction

Source: International Design Foundation

Personas are fictional characters, which you create based upon your research to represent the different user types that might use your service, product, site, or brand in a similar way. Creating personas will help you understand your users’ needs, experiences, behaviors and goals. Creating personas can help you step out of yourself. It can help you recognize that different people have different needs and expectations, and it can also help you identify with the user you’re designing for.

Personas make the design task at hand less complex, they guide your ideation processes, and they can help you to achieve the goal of creating a good user experience for your target user group.