To Shannon Ford, personas are employed to better understand what users want to accomplish and to develop design solutions that help meet the goals and needs of the group they portray. They help avoid the common practice of trying to design for all users.
Personas have their foundation in real people, but are never based on any on individual. They are created to represent a set of characteristics found across many individuals, and are derived from qualitative research with actual users.
The best personas will also go the extra step to describe key behaviors such as a decision making process, an information browsing approach, or a shopping mode - the drivers that affect how people approach a given solution. In her article you'll find a few samples of home improvement customers and their decision-making process.
- March 01, 2019