Personas

A persona is a portrait of a particular audience group for your website or product. To bring that audience group to life a persona takes the common characteristics and behaviours of the group and reflects these as an individual person. This characterisation helps people to relate to and understand your audience groups at a much more fundamental level.

Personas are informed by various forms of research including interviews, focus groups, ethnography and online surveys. They are an extremely powerful means of ensuring that the needs of each audience group are considered whenever your website or product is modified. In particular they can help to spread a greater awareness of the requirements of your audience within your business.

You should consider creating personas if:

• You need to capture the goals and needs of your audience.
• You want to put the user at the centre of any changes to your website.
• You want to spread an understanding of your audience groups.

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