Why?

Represent the user in discussions about the design in an elegant way.

How?

A persona can function as an archetype to represent a group of users that would use your product in a similar manner based on their shared features, characteristics, attitudes or goals. Based on research and insights from users, select an interesting segment of the user population and define a persona as a representation. Use insights from observations and interviews to depict a persona based on their needs, wants, expectations, goals, desire & habits, social background, and cultural & demographic characteristics.

Ingredients

• User insights, preferably obtained through research.
• A fictional and neutral name and photograph.
• A rich description of the user based on your insights.
• A willingness to avoid stereotypes in order to present the persona in a truthful and neutral manner.

In practice

Many design teams use personas. Some do not create their own personas by talking to end-users but borrow them from the net; however, much of the value of the persona is lost this way.