Personas

What would Jamie do? If you don’t know Jamie then you can’t design for him.

What are Personas?

• Personas represent different user types to bear in mind when designing your product
• They are data-driven and based on research and insights from your users
• Names, and detailed attributes are assigned to them which define their behavior
• They convey the varying backgrounds, goals and barriers of your audience

If your team are thinking “What would Tony, Keith or Jenny do?” at each stage of design and development, then the Personas are doing their job.