Persona

How it is used

Teams create personas after interviews and refer to them by name in meetings ('Would Ayşe understand this?'). Good personas come from research data, not from guesses. The plural is personas.

Example sentences

1. Our main persona is a busy parent who orders groceries late at night.

2. These personas are based on twelve interviews and our support tickets.

Common collocations

• create a persona
• primary persona
• user persona
• persona profile

Related terms

• user researchThe study of people who use or might use a product, through interviews, observation, surveys and tests, to understand their needs, behaviour and problems.
• empathy mapA simple diagram, usually split into four parts, that records what a user says, thinks, does and feels, helping a team understand them better.
• user journeyThe full series of steps and experiences a person goes through to reach a goal with a product, often starting before they open the app and ending after they finish.
• pain pointA specific problem, frustration or obstacle that users experience, such as a confusing step, a long wait or a missing feature.

This word in other fields

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

• persona · Software Engineering
• persona · Product Management

More terms: Personas and Journeys

• journey map
• touchpoint