Personas

Personas are fictional – but realistic – character sketches based on a break-down of the target audience into groups of users that exhibit common characteristics. They are created using knowledge drawn from previous research, for example user groups and surveys that have been carried out with actual users. Personas are used throughout a site review or re-design project.

They build a shared understanding of who will be affected by any site re-design, the relative importance of different groups to the site, and how different groups are motivated. Each is given a name, face, and job/lifestyle as this helps in creating real-life scenarios, these in turn assist in identifying the users’ end-goals. Personas are used throughout the project (i.e. User Journeys) and should be reviewed regularly.

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