Persona
A research-grounded description of a user type, focused on goals and behaviour rather than demographics.
Definition
A persona summarises a pattern found in research. It is only useful if it is grounded in data and if it changes decisions. Invented personas with stock photographs are decoration.
Craft convention. True because the industry converged on it. Breaking it costs familiarity, not correctness.
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Identity
A realistic name and a role that reflects the pattern. Avoid placeholder names.
The distinguishing behaviour, not the demographics.
How many participants this pattern came from, and from which study. If you cannot fill this in, the persona is invented.
Behaviour
What they are trying to achieve in their work, not what they want from your product.
What they actually do now, including the workarounds.
Observed, with a supporting quote where you have one.
Domain knowledge, tool familiarity, and the environment they work in.
Implications
The decisions this persona should change. If none, the persona is not earning its place.
Guard against over-generalising. Name who this does not describe.
Continue from here
Each link says what the connection is, so you can tell a principle from an alternative from a thing people mix this up with.
Often used with
These usually appear in the same screen or the same decision.
- Survivorship BiasCognitive bias
- Mental ModelsMental model
- Jobs to Be DoneResearch method
- Research SynthesisResearch method
- User InterviewsResearch method
- Journey MapTemplate