No. 070
User Research
Persona
A persona is a fictional but research-based profile representing a key type of user, with goals, needs, and behaviors.
Why it matters
Personas keep teams focused on real human needs and create a shared shorthand for who they're designing for.
In depth
Built from research, personas summarize patterns across many users into a few memorable archetypes. They guide decisions and prioritization by asking 'would this work for Maya?' Personas are most valuable when grounded in data rather than invented assumptions.
Real-world example
'Maya, 28, a freelance designer who needs to invoice clients fast on her phone' helps the team picture a real user while deciding features.
MK
Maya, 28
Freelance Illustrator
- Goal
- Get paid faster without chasing invoices.
- Frustration
- Juggling five apps to run a one-person studio.
Related terms