PERSONAS FOR DESIGNERS

Personas are typical users of the internet that represent the needs of larger groups of users, in terms of their goals and personal characteristics. Personas identify the user motivations, expectations and goals responsible for driving online behaviour, and bring users to life by giving them names, personalities and often a photo.

Personas are important when embarking on any internet website design project, as this forms the building blocks to understand the types of users you have. It is then possible to identify the features and functionality that will make the internet or website a success, and how the design can support users with different goals and levels of skill.

“ Personas are actually the designer’s focused act of empathetic imagination, grounded in first-hand user knowledge. ” Andrew Hinton

Andrew Hinton, Personas and the Role of Design Documentation, last accesed March 2008


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