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

How to create personas

  1. Summarize findings [from reserach!], distribute discovery document [to stakeholders]
    1. specific and as precise as possible
    2. relevant to your product
    3. universal, ie not a singular attitude
  2. Hold a work session to brainstorm personas
  3. Prioritize and cull personas to develop primary, secondary and
    supporting personas
  4. make the personas into real people (use quotes: “The quotes act as mnemonics to keep the team connected to ther persona and the persona’s goals. It should be something that catches the nature
    of the persona’s personality and her attitude towards the
    product.” p. 177
  5. apply the personas

From: Wodtke, Christina (2003), Information Architecture: Blueprints for the Web, Berkeley, CA: New Riders