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
Creating personas will help you to understand your users’ needs, experiences, behaviours and goals.
Personas help you to achieve the goal of creating a good user experience for your target user group.
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.
This persona cuts straight to the nitty-gritty. “It focusses on: What does my typical user want to do with my product?
The objective of a goal-directed persona is to examine the process and workflow that your user would prefer to utilise in order to achieve their objectives in interacting with your product or service.
Defines who the story is about. This main Character has Attitude, motivations, goal and pain points, etc
Defines When Where and how the story of the persona takes place. The scenario is the narrative that describes how the persona behaves as a sequence of events.
Role-based personas to be effective should focus on factors that impact work behavior and performance.
Role-based personas are grounded in the realities of getting work done in the enterprise. They describe the demands, challenges, and context of a role — not a fictionalized user archetype. They are most useful when they include a set of associated design imperatives and are put in the context of the overall workflow
With role-based personas, we need to obtain answers to the following questions:
Where will users use our product?
What is the purpose of the product?
What business objectives are required and what can be achieved with them?
Which people will be impacted by its role?
What kind of functions are being served …
Engaging personas can incorporate both goal and role-directed personas, as well as the more traditional rounded personas
The purpose of the engaging perspective is to move from designers seeing the user as a stereotype with whom they are unable to identify and whose life they cannot envision, to designers actively involving themselves in the lives of the personas
The fictional persona does not emerge from user research (unlike the other personas) but it emerges from the experience of the UX design team.
It requires the team to make assumptions based upon past interactions with the user base, and products to deliver a picture of what, perhaps, typical users look like.
This kind of persona allows us to involve the users on our UX design process in the early phase, but, of course, we do not consider them as final personas, or as a well-defined user base – we just use them as a guide for the development of our product’s early stage.
Collect as much knowledge about the users as possible. Perform high-quality user research of actual users in your target user group.
Form a hypothesis.
Based upon your initial research, you will form a general idea of the various users within the focus area of the project,
Everyone accepts the hypothesis
The goal is to support or reject the first hypothesis about the differences between the users.
Establish a number
You will decide upon the final number of personas, which it makes sense to create. Most often, you would want to create more than one persona for each product or service, but you should always choose just one persona as your primary focus.
Describe the personas
The purpose of working with personas is to be able to develop solutions, products and services based upon the needs and goals of your users.
Prepare situations or scenarios for your personas
Scenarios usually start by placing the persona in a specific context with a problem they want to or have to solve.
Everyone prepares scenarios
Personas have no value in themselves until the persona becomes part of a scenario the story about how the persona uses a future product.
It is important to decide early on how you want to disseminate this knowledge to those who have not participated directly in the process
Make ongoing adjustments.
The last step is the future life of the persona descriptions. You should revise the descriptions on a regular basis. New information and new aspects may affect the descriptions
Obtain acceptance from the organization
As such, as many team members as possible should participate in the development of the personas, and it is important to obtain the acceptance and recognition of the participants of the various steps.