User Persona

User Persona A persona can help you create better designs, products and experiences to help your users meet their goals. According to HubSpot, personas make websites 100-400% more effective and easier to use. Definition of Persona Based of CareerFoundry, A user persona is a fictional representation of your ideal customer. Based of NNG, persona is a fictional, yet realistic, description of a typical or target user of the product. A persona is an archetype instead of an actual living human, but personas should be described as if they were real people. Although personas are fictional, they should be based on facts and data about real users. This is obtained through user research and any behavioral data you may have gathered in relation to the product you're designing What Are Personas Used For In UX? Tool for building empathy and keeping the user at the center of the design process. Help with strategizing and making smart design decisions. They make real users memorable for the product team, helping to focus efforts and build empathy. Generally, a user persona document will include an image of the person, quotes and details about any behavioral patterns-all in relation to your product. The Purpose of the Persona 1. Visualize user research results in an easy-to-digest form. 2. Make sure the design process prioritizes the target audience's needs. 3. Steer, inform and justify design decisions. 4. Enable others to understand who you're designing for. Archetype During this particular stage, the user is engaged in the process of navigating between frames that include objects which have similar characteristics. It is important to note that the state of the first item is effectively transferred and shared with the second object. 1. The Explorer The explorer is someone who emphasizes adventure and self-realization. As a customer, they're committed to finding the best brand, and along the way do not have high regard for brand loyalty. They'll do just about anything to avoid boredom. Think of brands like Patagonia and REI, or Red Bull and Harley Davidson. 2. Every Person Every person is big middle-child energy, every person works hard to ensure that everyone is treated equally, regardless of status, ethnicity or creed. They're always looking to ensure everything is done fairly without the need for heroic recognition or by seeking adventure. Think of brands like Levi's, IKEA or The Home Depot. In marketing, this is a billboard, a commercial or a landing page that attempts to draw in as many people as possible. 3. The Money Marketer The money marketer preternaturally obsessed with commercial value and scary good at figuring out how to turn marketing efforts into real revenue opportunities. They may be a marketer, but they eat, think and talk about money like a salesperson. Types of Persona During this phase, users engage in the process of browsing between prototypes, and it may become necessary to reset an object's state in response to certain interactions. 1. Proto Personas Meant to quickly align the team's existing assumptions about who their users are, but not based on (new) research. 2. Qualitative Personas Based on small-sample qualitative research, such as interviews, usability tests, or field studies. 3. Statistical Personas Where initial qualitative research informs a survey instrument that is used to gather a large sample size, and the personas emerge from statistical analysis.