Persona

How it is used

Personas usually have a name, a photo and a short story, for example “Busy Burcu, clinic manager”. Teams create, build and design for personas. They are only useful if they come from real research; personas made up at a desk can mislead.

Example sentences

1. This feature is for our power user persona, not for first-time visitors.

2. We updated the personas after twenty new customer interviews.

Common collocations

• user persona
• create personas
• buyer persona
• primary persona
• design for a persona

Related terms

• user researchThe study of how real users behave, what they need and what problems they have, through methods such as interviews, surveys and usability tests.
• customer segmentA group of customers who share similar needs, behaviors or characteristics, such as company size, industry or the way they use a product.
• customer journeyAll the steps and experiences a customer goes through with a product or company, from first hearing about it to buying, using, getting help and perhaps leaving.
• jobs to be doneA way of understanding customers by focusing on the progress they are trying to make in a given situation, their “job”, rather than on their profile or the features they ask for.
• target marketThe specific group of customers a product is mainly built and sold for, defined by things such as industry, company size, location or needs.

This word in other fields

The same English word can have a different meaning in another field:

• persona · Software Engineering
• persona · UX/UI Design

More terms: Discovery & User Research

• MVP
• product discovery
• feedback
• pain point
• customer interview
• problem statement
• prototype
• usability testing