User Personas for UX and what are they used for?
Nasir Ahmed
UX/UI Designer | Passionate about helping clients worldwide transition their business to digital.
Empathy is an essential aspect of daily life. It promotes social connection, deeper understanding of others and compassion for those around us. When we appreciate how others may be thinking or feeling, we’re more responsive to their needs.
The same holds true in app or website design, and this is precisely how user personas push the boundaries of user experience (UX) and functionality. Collecting authentic and meaningful data to understand your target audience will lead the way throughout a design project and help you make more accurate decisions.
Here, we’ll go in-depth to understand what exactly a user persona is, what makes it a valuable UX design tool, how to create personas of your own and persona examples.
What is a user persona?
A user persona is a fictional character that represents your target audience. Although a user persona is not a real person, it’s based on data and facts obtained through real-life interviews, surveys and other forms of user research.
The purpose of personas is to gather your findings and use them to define a realistic character that is likely to use your product. By personifying users, it helps to visualize them as real people. As such, you can relate to their limitations, struggles, successes and goals, ultimately enabling you to create a personalized user experience optimized for their needs.
This information is normally displayed in a visual document, so that it can comfortably serve as a reference point throughout the design process. Generally, a user persona document will include an image of the person, quotes and details about any behavioral patterns—all in relation to your product.
What does a user persona look like?
A user persona profile represents a subgroup of your target audience and serves as guidance for making product and marketing decisions. Audience personas humanize your user research and real data, to enable you to create more understandable representations of what your audience wants.
The exact information you include in your personas is very context-specific—it depends on what you’re looking to understand. Some information is always a must, like wants and needs, whereas other information, such as gender and location, can often serve little purpose.
Today, user personas are moving away from relying on demographic data. As we’ll explore later, this information leads UX designers to make generalizations about who someone is, and their needs. Demographic data gives us specific data, but not valuable data.
That’s not to say that demographics are never needed in your user personas—it instead means that you should really consider the value—if any—you’re adding with specific demographics.
Instead, modern user personas should include the following information:
Modern personas should understand who users are, as well as how they interact with and use your product or service. This gives a deeper understanding of how you can best go about improving your product.
What a user persona shouldn’t look like
In the past, a user persona would typically include information along the lines of:
How to create a persona
Whether you’re working independently or as part of a dedicated product team, these are the six steps of creating a user persona:Whether you’re working independently or as part of a dedicated product team, these are the six steps of creating a user persona:
01. Conduct qualitative and quantitative user research
Start off by collecting data about your users (or potential users). This can be done in a number of ways, using both qualitative and quantitative research methods. Figure out which research methods will be most realistic and beneficial to your project.
Ideally, you should strive to implement a mix of both approaches for a more balanced and accurate result. However, this will depend on a few factors: your resources, how much time you have and which stage you’re at with your product.
Examples of quantitative research:
Examples of qualitative research methods:
02. Organize your research
When it comes to mapping out your findings, all the different bits of information might get overwhelming. However, you’ll probably get a feel for your audience and gather helpful insights into user behavior through your research.
At this point, the idea is to collect and condense your data into solid analysis. You’ll want to observe the differences between each user and identify recurring themes, behavior and characteristics. This process will vary depending on the type of research you performed.
For quantitative research, you can visualize your findings with graphs. These will give you a clear indication of trends that you can incorporate into your user persona(s).
With qualitative research, there are a number of options. While there are helpful UX design inspiration and tools available online, sometimes a simple method for visualizing data is to use Post-it notes. You can transfer quotes by users onto notes, then group together similar or repetitive themes. For example, perhaps a number of users brought up the same pain-point, concern or goal. Placing these together will shed light on trends, thus gauging an understanding of your audience.
If you have more written responses from your survey or interview, you can gather all the text together, then copy and paste it into a word frequency counter (you’ll find many options for this tool online). This method will give you further insights into your audience by showing you what kind of language they use, whether it implies specific interests and hobbies, or demographics like age and background.
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03. Decide on a number of personas
At this stage, you’ll have formed a better understanding of your audience and main user groups. The next step is to identify which user groups are the most important, and focus on them throughout the development of your product. Ideally, you should have between one and four groups.
For each main group, you’ll be creating one user persona. Make sure there’s a clear distinction between the groups and that you’ve clearly defined each one. You can categorize them according to age and technical ability, for example, or according to distinct motivations for using your product that should be separated into individual user groups.
A good practice if you have more than one persona is to categorize them into primary and secondary personas:
04. Describe your personas
Now that you’ve gathered all your findings, it’s time to narrow it down into a specific persona (or personas). Use your research to define a few key details about your character, all the time remembering to relate it back to your product or service—whether it be an app, website or any other digital product.
Of course, there are numerous ways to structure your findings. However, you should include the following elements in order to cover all the action items needed:
05. Visualize your user personas
Now it’s time to design your user persona document. Ideally, a user persona will serve as a reference point throughout the whole design process, accompanying you and your team when making decisions about your product and helping you get through any creative blocks.
Making your user persona visually appealing—with clear points and an eye-catching design will encourage your colleagues to work according to it. After all, whether you’re collaborating with developers, copywriters, UX illustrators or web designers, the extensive research you carried out will serve as an invaluable tool for them, too.
You may also decide to include your persona in the case studies section of your UX portfolio, another reason why you should pay attention to its design.
If you’re creating a few user personas, make sure to keep them consistent in terms of the design. You can play around with different color palettes and layouts, but the overall look should be cohesive. To cut down on text and form a more approachable design, consider incorporating infographics or icons from a free online icon pack.
Pro tip: Pay attention to hierarchy, emphasizing the most crucial bits of information, so that it will be possible to grasp the essence of the persona with just a quick glance of your design portfolio.
06. Integrate user personas
It’s time to bring your personas to life. Keeping your personas in the forefront of your decision-making will lead to better outcomes. This is true across the board—from stakeholders to designers, who must all agree upon and respect the user personas.
Remember that as your site, app, software or product evolves, you must keep your personas fresh and up-to-date. This can also mean adding new personas, eliminating existing ones, or making small adjustments accordingly.
What are personas used for in UX?
Know your audience better
The procedure of crafting personas will help you get to know your audience, and ultimately improve your user experience. You’ll be able to identify key issues, such as your users’ needs, goals and pain points. Ultimately, this will result in a better tailored user experience, making your product more valuable and enticing for your audience.
Make informed decisions
You’ll also be able to make smarter and more informed decisions regarding your product. For example, which features could benefit your users, what type of logo they’ll respond to better, or how to word your microcopy in a way that will speak to them.
Add a human touch
Creating a user persona can add a human touch to the potentially cold or distant process of data-collection. It helps us bring the research to life through a character we can resonate with and understand their needs and expectations. In essence, personas provide a deeper understanding of why you’re interested in your audience, and why they’re interested in you.
Improve the accuracy of your product
The more in depth and detailed your user personas are, the easier it will be to not only understand the needs of your users, but satisfy them.
Design a better flow
TL;DR: better flow = better business. Since a user persona symbolizes behavior patterns, you can anticipate these actions to streamline the way a user interacts with your website or product. For example, think about something as simple as login processes. By understanding your users “login intent” (their willingness to sign up), you can optimize this experience for them from the start. If your user is presented with the option to create a new login, or the alternative to use their already existing Google or Facebook account to log in, which will improve their experience?
If you have clear data that indicates your user is a social and somewhat tech-savvy person, it’s likely that they’ll opt for the existing log in to speed up the process. The less amount of time your users spend on the login page, the better. This enables them to interact with your product faster.
Improve communication
Personas enable you to speak more effectively to your customers in a language that resonates with them. More specifically, personas offer high level assurance that you’re communicating with your desired audience through the right channels, symbols or mediums.
Ensure continuity
From developers and designers to copywriters—having well-defined personas ensure that everyone is on the same page. What’s more, your personas must be agreed upon by the entire team that will work with them. This will lead to cross-team collaboration, informed decisions and thoughtful design to optimize the look and feel of your product or website.
This comes with one small caveat. Depending on the scope of the project, there may not always be one overarching archetype that can be used for every context. For example, consider a large company that may use several personas within a broad scheme, but may need to narrow down for a singular product within their offering. Understanding the scope of the project will lead to better and more effective user personas.
Create a user centered design
Ultimately, the goal is to include different design experiences that are tailored to your users. According to Aurora Harley, senior user experience specialist with Nielsen Norman Group, personas make users memorable for product team members. She explains, “Framing a statement around a specific persona breaks the listeners out of self-referential thinking and removes the speaker’s reliance on opinions, shifting the discussion away from personal judgments toward that particular persona’s needs. Once the team can easily picture the same set of users, it can create better designs for them.”