What is a Persona?

July 6, 2017

Personas are highly detailed fictional characters, representative of the majority of users and of other stakeholders who may not directly use the end product. Personas are created to identify the needs of the target user base. Creating specific Personas can help the team better understand users and their requirements and goals. Based on a Persona, the Product Owner can more effectively prioritize features to create the Prioritized Product Backlog.

Creating a Persona

Creating a Persona involves assigning a fictional name and preferably a picture, like a stock image, to the character. The Persona will include highly specific attributes such as age, gender, education, environment, interests, and goals. A small group of users are selected to form the focus group and this group may be selected randomly from a large pool of users or can be selected specifically to represent all the major Personas being targeted. A quote illustrating the Persona’s requirements can be included as well. Below is an example of a Persona for a travel website.

An example for this concept Personas

Vanessa is a 39 year old resident of San Francisco. She is pursuing her passion for traveling after having a highly successful career as an attorney. She likes to have options while picking air travel and accommodation services so that she can choose the best and the most affordable. She gets frustrated with slow and cluttered websites.


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