Perfecting Your Personas

Kim Goodwin of Cooper Interactive offers some tips to help you perfect your personas. A persona is a user archetype you can use to help guide decisions about product features, navigation, interactions, and even visual design. By designing for the archetype—whose goals and behavior patterns are well understood—you can satisfy the broader group of people represented by that archetype. ... It's easy to assemble a set of user characteristics and call it a persona, but it's not so easy to create personas that are truly effective design and communication tools. Tips: Personas represent behavior patterns, not job descriptions; Keep your persona set small; Your marketing and sales targets may not be your design targets; Add life to the personas, but remember they're design tools first; Use the right goals; Personas must be specific to the design problem.