“Persona” on UX, is a document in which defines a user segment. It resumes the motivations and frustrations of the users, their goals and needs about the product. It is an imaginary user that have real characteristics.
“Persona” is a document where find your user’s motivations, frustrations, goals and needs
Why we need to define “Personas”?
They help to define who are our users, who are going to use our product or service. Who are our current users or could be our potential users. Moreover, they allow us to focus on them when we need to make a decision. They are also useful to create customer journeys.
Besides that, they could also be used to communicate ideas between stakeholders, developers, project managers and everybody that are working on the project. It is an excellent empathy exercise.
It is an excellent empathy and communication exercise.
How to create a “Persona”?
1. Talk with your client
The most knowledge about your users used to be on the client. If it has a marketing department, they used to do market studies. However, these studies catch only a small part about reality or what the user thinks. Try to organise a focus group with the main stakeholders of each department and do brainstorming with them. If the company has a customer support department, they would have the most direct contact with the end-users. Also, they would know the most common problems and needs of your users.
2. Talk with your users
Once, you know who are your users, just, asking them! This is the most important qualitative feedback that you can get. You need to organise the sessions and define what you will need to know and how to ask them: online surveys, interviews, contextual observations… They should be free t express their opinion without persuasion their answers. Take into account that not all will think the same; you need to have an open mind and listen.
3. Other resources
Analyse web statistics, application downloads, their behaviour using the product, technology that they use, how they have reached the product, what they said on social media. We can find a lot of information on these media to enrich our “Personas”.
Know your users and talk with them.
When do you need to create a “Persona”?
It is created at the beginning of the project, usually when you finish the research phase.
When you have got enough information about your users, you can define “Personas“. They allow keeping, organising and sharing all that you have learnt.
Which a “Persona” should be contains?
It has some fields by default, but you could customise and add what you think could be relevant:
- Name. It is essential to can reference it.
- Photograph. Sometimes it is easier to remember a face than a name. Ask for permission if it would need.
- A representative quote that catches the attitude of the person about your product
- Demographic data: Age, localisation, job
- Motivations about the product
- Goals about the product
- Current frustrations
- A short bio to describe the environment and personality
- Skills about technology, internet, software or mobile phones
- Other brands or websites that they are related
How to design a “Persona”?
There is not an official template, but you can create yours starting with some templates and customise the fields as you need.
Fakecrow, made a visual and clear template that I have translated to Spanish and created on Sketch.