If you have spent any time in or around the field of user experience design (UX design) it’s likely that you have come across the term ‘user persona’ before now. However, you may not understand exactly what a user persona is or how they can help your business to create a better user experience for your clients.
A User persona is an archetypal representation of a user group. They have defined characteristics, goals, needs and attitudes which influence their behaviour when interacting with a specific business or service. Personas should be detailed enough to feel like a real person, but also stereotypical enough it can be applied to a section of users, not just an individual.