Personas

Tasks set
In order to make a success of a product it is crucial to know and understand the needs and expectations of potential users. Compiling reliable information about as well as keeping an eye on the target group are inevitable means of reducing the risk to miss the user in developing a product.
Personas assist in identifying and describing potential target groups. At the end of this process the archetypal users represent one or more distinct versions of a potential target group. The advantages of personas are:

They help the team in identifying with potential users and in easily assuming this perspective throughout the entire design process.
They enable participants in the project to communicate about the target group in an effective way.
They present a basis for argumentation and prevent the discussion of mere assumptions.
They represent a major number of users. At the same time, the team can concentrate on a reduced selection of personas. Altogether this effects a decrease in complexity while at the same time bringing into focus important objectives.
They support prioritisation by making it easier for the team to assess the necessity of features

Method
Personas are

Hypothetical - no actual persons.
Archetypal - no average users.
Very specific - with names, pictures, background (ambitions, professions, hobbies, etc.).

At the core personas are defined by their ambitions, attitudes and behaviour. All additional specifics, e.g. names or photos, are means of making the described person tangible, or bringing it to life. Even though personas are fictitious, their characterisation is based on that of real users. It is thus necessary to collect data as to the target group. So, studies that are already completed and do not focus on developing personas, may be consulted. Suitable methods for data collection are, e.g.:

Process phase

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