User experience design deals with the users and their product’s experience. That is where the “User Personas” needed for UX design. UX design process should start with persona creation. If stakeholders want to know the target audience and problems faced by users they should start work with “user personas”. The term persona is used widely in the UX design field as well as in advertising. In advertising pen portraits term may also be used for user personas. In addition to Human-Computer Interaction (HCI), personas are also widely used in sales, advertising, marketing, and system design. Personas provide common behaviors, outlooks, and potential objections of peoples.
As you break into a career in UX, Persona is the first step used in UX design, interaction design, and user-centered design field. So Persona also helps to understand the motives, concerns, and expectations of the target users from the product.
In this guide, geeksinux’s UX design mentor ‘Muhammad Nawaz Rizvi’ teaches you about user persona. Here’s what he’ll cover.
2) Role of Personas
3) Why do you need a persona
4)Types of Personas
5) Persona Component
6) 5 steps to create a user persona
7) Benefits of Personas
8) History of Persona
9) Final thoughts
User Personas Definition:
Personas are fictional representations of characters, which you design based upon your research for representing the different types of users. So Personas are a precise description of your system’s users and who are going to use your system and what he/she wishes to accomplish.
Personas are synthesized from data, collected from interviews with users, customers, and stakeholders. So for each product, more than one persona is usually created, but one persona should always be the primary focus for the design. Personas do not describe real people, but you compose your personas based on real data collected from multiple individuals.
Why do you need a user personas?
Whether you’re designing an app or a website. So it is very important to understand who will be using the product. To solve a real user problem, you need to have a clear problem statement in your mind, Because for writing this problem statement, you first need to understand your users and their needs.
A persona clarifies who is in your target audience by answering the following questions:
1) Who is my customer?
2) What is the current behavior of my users?
3) What are the needs and goals of my users?
4) What issues and pain points do they currently face within the given context?
Understanding the needs of your users is vital to design a successful product. Therefore well-defined personas will enable you to efficiently identify user needs. Personas will also help you describe the individuals who use your product. So Personas encompass all the essential details about your users, presenting them in a memorable way that everyone can understand—not just designers.
Role of Personas:
So Before releasing a product, it’s crucial to figure out who will use and buy your product. However creating personas will help you to understand your users’ needs, experiences, behaviors, and goals. Similarly personas can play a big role in many situations, including specific product strategy, design interaction, usability, design requirements, functional requirements, target users, product demand, and user needs, etc.
Type of Personas:
There are some types of personas we have to create before our product design. So we have to create a User Persona, Customer Persona, Owner Persona, Employee Persona, Director /manager persona similarly other stockholders persona, and People who will go to use our product.
Lene Nielsen describes four perspectives of personas take to ensure that they add the most value to your design project.
The objective of a goal-directed persona is to examine the process and workflow that your user would prefer to achieve their objectives in interacting with your product or service.
However the role-based perspective focuses on the user’s role. So the role-based perspective is also goal-directed and it also focuses on behavior. Where will the product be used(organization etc?) What’s this role’s purpose? What business objectives are required of this role? Who else is impacted by the duties of this role?
3) Engaging Personas
The engaging perspective is rooted in the ability of stories to produce involvement. Engaging personas are designed so that the designers who designing products can become more engaged with the product.
However the fictional persona does not emerge from user research (unlike the other personas) but it emerges from the experience of the UX design team.
The personas profile commonly form of a one-page piece that lists the user’s name, occupation, education, behavior, app experience, and site goals. Personal details gathered from UX researcher for adding on the page piece. The real picture is usually used, by permission of that user(or fake pic), to give a face to the profile. Personas you should include the following component of a specific user.
1) Name (Mention real name of the user)
2) Bio (Precise description of the user. Like his/her skills, where he/she from(city), a problem which he/she is facing regard to technology that we going to launch)
3) Photo (Add a real pic of the user)
4) Work (Mention occupation of the user, for example, Student, Businessman, etc)
5) Age (Mention the real age of the user)
6) Status (Single OR Married)
7) Location (City, County)
10) Business Goal ( Aim of the user in his/her life)
11) Frustrations (Frustrations are problems facing by user)
5 Steps to create a user persona:
For example, you want to make a Persona for the restaurant. So for this, we might think about those people who will go there, consider what other things they might do there and things related to that specific restaurant. If we think in the case of software (websites, mobile app) then those people might visit this website or system
1) Survey your existing users
2) Get out of` the building
3) Research online
4) Analyze your data
Benefits of Personas:
1) Persona persuades your clients
2) The qualitative personas are constructed to be representative needs
3) Personas also help prevent some common design pitfalls
4) Personas provide a reality check by helping designers keep the focus on design for target users
5) Help team members to understand various audience groups
6) Help in prioritizing Features/function designing.
7) Save costs of user research.
8) Persona help to identify the user you are designing for
9) Persona help you to understand the user’s motivation and needs
10) Persona helps you to understand your user’s pain point towards a product.
History of Persona:
The personas concept comes with the idea of user grouping because each product brand has a related tribe of users. So this thing typically divides them into different communities, which may have the same or different buying behaviors.
Alan Cooper a software designer, proposed the concept of a user persona in 1990 – 1998 when he was designing management software. He used this term in his book about “the face (The Inmates are Running the Asylum)”. In 1990 Alan cooper formalizes the notion(concept) of personas when he had to persuade his client before they would follow his lead or see the benefits of his ideas. Cooper recommended that software should be design for single archetypal users.
Final thoughts :
In response to shorter project timelines, personas are the go-to method for rapidly identifying user needs. When creating user personas, remember to focus on the context of the product you are designing for.
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Now you know all about user personas, you may be interested in the following:
1) What is UX Design? Overview Dimensions and Elements
2) What is the User interface (UI) design? Conventions and Elements
3) User Experience and why it matters? 20 Reasons
4) The Elements of User Experience Design
5) What is the atomic design?