A user persona is a fictitious character representative of a specific target group of users. It is the result of in-depth research, and embodies a typical user of your site. A persona has real traits: It has a name, age, occupation, interests, and detailed demographic information. A user persona is a fundamental element of user-centered design (UCD).
Natalia: The Entrepreneur
User story
As the owner of a successful small business Natalia has a very busy schedule. Due to the lack of free time, she needs to use her time efficiently. Therefore, having the ability to make payments online and on time, tops her list of priorities.
Derek: The Accountant
User scenario
Derek works as an accountant for Delloite, and come tax season, his schedule becomes increasingly tight. He’s been divorced for two years and his former wife, a book author, has begun traveling frequently and for extended periods of time, as a result of her recent book deal.
When Sonia is out of town, Derek has their daughter full time. Since Kaila will be staying with him for weeks on end, he needs to find her activities, as well as new friends, in the neighborhood.
One of his co-workers suggested Planet Gymnastics as a good place for Kaila. With not many after school activities in the area, Derek enrolled Kaila at the academy. Now, with the tax season around the corner, Derek needs to find new classes for his daughter. He goes to Planet Gymnastics’s website and finds the schedule, but can neither find any of the instructor’s information on it, nor is able to register for classes online. He ends up calling the academy and is feeling frustrated because the lines are always busy and the office closes daily from 12-1:30 pm for lunch.
Jordan: The Techie
Jordan is a busy young man with a successful career in high tech. He has been working for Hewlett Packard since 2015. He and his wife just relocated from Houston, TX.
User case
Jordan needs to spend quality time with his wife and needs to book a camp for their son.
- He locates the events & camps page on the website.
- There is a camp available the third Saturday of this month.
- Other than the date and cost, no other information is available.
- He finds, at the bottom of the page, “Pizza will be provided for the camp.”
- No information as to what type of pizza toppings or if there will have choices.
- He is not able to reserve a spot for his son on the website.
- He can’t find the contact information on the camp’s page.
- He finds the number at footer. He calls the office but lines are busy.
- He tries later, but the office is closed for lunch.
- He leaves a message including his phone and email.
- The office does not reach back all afternoon.
- He is able to talk to someone the next morning.
- The office will email or call him later with the information requested.