A persona is a fictional character or an archetype that you can use to paint a picture of key audience segments or user types. Creating personas helps you to better understand various aspects related a segment, such as their needs, expectations, experiences, goals, and behaviours. A well-crafted persona is built from customer or user data and pulls out the most statistically relevant insights to create a detailed portrait.
Personas help you to step into your customer/user’s shoes and see things from their perspective, and is a powerful tool for designing products, services, and solutions that are human centred and customer led. They help you to ensure you are asking the right questions during strategy development, campaign creation, product ideation, website design, and more.