A persona is a fictional representative of a particular user or customer group.
They provide a powerful guide for your businesses online strategy. Personas are ‘brought to life’ by including personal details (such as a name, age, background and sometimes even a photo). Typically we might develop 2, 3 or as many as 5 personas for an individual business.
The main point of developing personas is to help our understanding of how they gather information and importantly how they approach the decision-making process. We are also able to determine the way in which they use language and ultimately the information they need in order to move forward and complete the action for which we are focused on.
Our aim in developing personas is to develop a framework for understanding the following:
- Goals - What are users trying to achieve?
- Behaviour – What are their typical offline and online behavioural patterns?
- Beliefs – How will their beliefs and attitudes influence how they will behave?
- Motivations - Why do the users want to achieve these particular goals?