Persona

Personas are fictional human-based models or distinct archetypes. They synthesize multiple users into a single valid composite, evidence-based character. The persona represents a type or category of users who share common attributes regarding your challenge area, product, or service use.

Unlike classical market research, Personas don’t divide customers into market segmentation and demographics. Personas are human beings or living organizations with problems, needs, goals, habits, that live and work in specific environments. Your team should review all the findings gathered during research and identify reoccurring behaviors and routines. Common pains and gains are the basis for developing distinctive archetypes that personify your learnings.

Watch this short video to see how a Persona was created for a project on commuting in trains.