User Persona

What does a User Persona mean?

A user persona, customer persona, buyer persona is a character created to represent a user type that might use a site, brand, or product similarly. Marketers may use personas and market segmentation, where the qualitative personas are constructed to represent specific segments.

Personas help consider the goals, desires, and limitations of brand buyers and users to help guide decisions about a service, product, or interaction space, such as features, interactions, and visual design of a website. Personas may also be used as part of a user-centered design process for designing software and are also considered a part of interaction design, used in industrial design, and more recently for online marketing purposes.

A user persona is a representation of the goals and behavior of a hypothesized group of users. In most cases, personas are synthesized from data collected from interviews with users. They include behavioral patterns, goals, skills, attitudes, with a few fictional personal details to make the persona a realistic character.

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