Making it Personal. The bare facts and numbers are useful when it comes to creating reports and measuring financial success. However, when interacting with humans, it is vital to be able to relate to the individual on a personal level. A Persona is a fictitious character that embodies a segment of real-world users of your product, website or service. It is based on information gathered via research, both qualitative and quantitative. A persona relays an individual’s driving influences, disappointments as well as the crux of who they are.
Empathy can change the world. Personas are based on real people. As such it helps you to better understand the thoughts, feelings and actions of those who will be using your service. Without a persona, the data you gather just presents as cold uncompelling facts with no real world effect. The embodiment of these facts in a persona allows you and other stakeholders to empathize with your users. With this understanding and empathy, you are able to better modify the design and functionality of your product or service to fit the needs of your users.
Personas can look and feel different based on who creates them. However there are certain things that they should all have in common: The persona should be compiled during the initial discovery phase of the project. It is important to keep it to a single page and to ensure that the information is presented in a way to quickly and clearly communicate the information. The steps involved in the creation of a persona are as follows: