Knowing User, Delivering Business Goal: Defining Persona

For any business making a grave mistake of guessing the audience can lead to low sales, poor customer engagement and distancing business from users. So the question arises how do we understand the target audience and that’s where Persona comes into picture.

“Persona is concrete characterization of user profile.” It helps keep users at the heart of UX and UXD team focus on user experience and business goals.

What’s User Persona?
User persona is essentially a quick reference guide to an archetypal user’s habits and needs which is developed from research into users and their behavior. A fictional character (or characters) is created to outline a brief biography, behavioral patterns, goals and objectives on. This helps create empathy with the various stakeholders for the user and help guide the design process throughout. Practically a projects will create somewhere between 3 and 7 user personas. Fewer than 3 personas, and we may not be taking a wide enough view of our users, more than 7 and they become difficult to work with. The “Primary Persona” represents the main target audience and the others then become “Secondary Personas“.

It’s best to create Persona at he beginning of any project and is the best way to get into users shoes. The best personas will be developed in consultation with all stakeholders, rather than in isolation by the UX team.

Bad Persona’ warning signs:

– Were made up, rather than based on user research
– Were created completely without input from stakeholders
– They are used to avoid dealing with actual users
Too much information, key highlights works best.


Download Persona template and modify as per your requirement.

How to Develop a User Persona:

User Research: Understand your user
Analyze user data and conclude on trends
Transform tends into character which in turn demonstrate our findings
– Build up a character which is more actual and can be referenceable

Additionally User Testing, Analytical Data, Surveys and Contextual Research can be used to draft a concrete persona.

What to Include in the Final Persona?

It’s best practice to give each persona a name, age and a gender to give it a feel of actual user. It’s good to include other data points too like:

– Location
– Occupation
– Salary range
– A quote summing up the persona
– The segment they represent?
– What is this user’s pain point (or points)?
– Experience/attitude with technology of a similar nature
– Where/how will they use the product?
– Their key product drivers
– Their needs and objectives from the product


Persona is a great way to sum up the core needs of a user. It’s best when it’s a visually appealing design and kept short enough that you can share it easily with the team.

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