Personas

Why use this tool?

Personas are fictitious characters created to represent the different user types within a targeted demographic that might use a site, product or services. They are based on market research, i.e. field studies, focus groups, interviews and so on. Personas are useful in considering the goals, desires, and limitations of the users in order to help to guide decisions about a product, such as features, interactions, and visual design. In other words, Personas help a designer to focus on their audience, as sometimes designers can have vague or contradictory perceptions of their intended users. The greatest value of Personas is that they provide a shared basis for communication, as it is easy to explain and justify design decisions when they are based on Persona goals, throughout a design project.

How to use this tool?

Use student exercise 1 to assist in the identification and creation of Personas at a start of a project. Later in the design process review the design decisions made through using the Personas created, by implementing student exercise 2.