Persona attributes

Most well-crafted personas include a multitude of information such as:Demographic details, such as age, marital status, or income:

Personas vs JTBD by Page Laubheimer


Most well-crafted personas include a multitude of information such as:

  • Demographic details, such as age, marital status, or income
  • Personal details, such as a short biography, photograph, and name
  • Attitudinal and/or cognitive details, such as information about the persona’s mental model, pain points, and feelings about the tasks that need to be accomplished
  • Goals and motivations for using the product
  • Behavioral details about how the persona tends to act when using the product

Personas vs JTBD by Page Laubheimer

Persona definition

A persona is a realistic character sketch representing one segment of a Web site’s targeted audience. Each persona is an archetype serving as a surrogate for an entire group of real people. Personas sunmmarize research findings and bring that reserach to life in such a way that a company can make decisions based on these personas, not based on themselves.

Mulder/Yaar (2010) p. 19

Persona Essentials

    There are a number of defining characteristics of personas:

  • Personas are hypothetical archetypes, or “stand-ins” for actual users that drive the decision making for interface design and functionality.
  • Personas are not real people, but they represent real people throughout the design and refinement processes.
  • Personas are not “made up”; they are ideally discovered as a by-product of the investigative process.
  • Although personas are imaginary, they are defined with rigor and precision. They unite teams around one shared vision of whom to design for and what they want.
  • Names, personal details, attitudes, behaviors and workspace stresses are developed for personas to make them more realistic.
  • Personas are defined by their goals (when visiting the intranet or portal).
  • Interfaces are built to satisfy personas’ information needs and goal-seeking and task-completion behaviors.

Original Source: Alan Cooper, The Inmates Are Running the Asylum: Why High-Tech Products Drive Us Crazy and How to Restore the Sanity, Indianapolis: Sams, 1999, pp. 123-24. (Wording condensed and modified, sourced from


“A summary representation of the system’s intended users, often described as real people. Any project can have one or more personas, each representing a different kind of audience for the system. Also known as: user profiles, user role definitions, audience profiles.”

From: Brown, Dan (2007), Communicating Design, Berkeley: New Riders, p.15