Why are User Personas important?
User Personas help product teams to better understand their users and create products that meet their needs. They help to guide design decisions and ensure that products are relevant, usable, and desirable to the target audience. In order to solve a real user problem, you need to have a clear problem statement in mind; in order to write this problem statement, you first need to understand your users and their needs.
How to define User Personas?
A persona clarifies who is in your target audience by answering the following questions:
- Who is my ideal customer?
- What are the current behavior patterns of my users?
- What are the needs and goals of my users?
- What issues and pain points do they currently face within the given context?
A well-defined user persona contains four key pieces of information:
- Header: The header includes a fictional name, image, and quote that summarizes what matters most to the persona as it relates to your product.
- Demographic profile: While the name and image can be fictional, demographic details are factual and based on user research. The demographic profile includes four main sections: personal background, professional background, user environment, and psychographics.
- End goal(s): The end goal is the motivating factor that inspires action, and answers the question: what do users want or need to accomplish by using your product? End goals are the main driving forces of your users and determine what the persona wants or needs to fulfill.
- Scenario: A scenario is a “day-in-the-life” narrative that describes how a persona would interact with your product in a particular context to achieve his or her end goal(s). The scenario usually defines when, where, and how the narrative takes place. They are typically written from the perspective of the persona and describe use cases that may happen in the future.