User personas are a tried-and-tested UX design tool—but what exactly are they and how do you create one? Learn everything you need to know in this practical guide.
Great design starts with understanding your target users; the people who will use your product. It’s essential to design with those people in mind—but you can only do so if you have deep and thorough knowledge of their needs, goals, preferences, and pain points.
That’s where user personas come in. They help you translate user research data into something meaningful, memorable, and actionable. With a good set of user personas to hand, you’re one (big) step closer to meeting your users’ needs and solving their problems.
In this guide, you’ll find a thorough introduction to user personas—including a practical, step-by-step framework showing you how to create your own.
We’ll cover:
- What is a user persona?
- Why do user personas matter?
- What are the different types of user persona?
- What information should be included in a user persona?
- How to create user personas (step by step)
- Understanding the limitations of user personas
First things first: What is a user persona?
1. What is a user persona?
In the field of UX design, the goal is to create products and services that are both useful and usable. For a product to be useful, it must solve a real problem for a specific user group. For a product to be usable, it must be designed in a way that meets the target users’ needs and expectations.
This is why all good design starts with user research—the process of identifying who your target users are and the challenges they face in a particular domain or area of life, as well as building a deep understanding of their behaviours, goals, motivations, and desires.
User personas are an important part of this process. They capture your research data and findings, turning them into fictional representations of your target users. You can create multiple user personas to represent different segments of your audience.
It’s important to note that, while fictional, user personas must be based on real data. You can gather this data through user interviews, surveys, and observational research methods.
Each persona you create provides both a written and visual summary of a particular user group. User personas incorporate demographic data such as age and location, psychographic data such as the persona’s values, attitudes, interests, and relevant personality traits, as well as any supporting detail that can help bring the persona to life—for example, quotes and images.
We’ll take a closer look at the components of a user persona in a later section. For now, let’s consider why user personas are so important.
2. Why do user personas matter?
User personas serve as a valuable tool throughout the UX design process. They help to:
Cultivate empathy and ensure a user-centred approach. The very process of creating a persona encourages you to consider things from your target users’ perspective(s). This helps to cultivate empathy, one of the fundamental UX design principles, allowing you to really understand the people you’re designing for and the problems they need you to solve.
Foster communication and a common understanding of your target users. The great thing about user personas is that they’re concise and visual. As such, they help to capture and communicate key data about your end users in a way that’s memorable, digestible, and easy to understand. This ensures that everybody’s on the same page in terms of who you’re designing for and why.
Guide design decisions based on end-user needs. With a good set of user personas to hand, you have a constant source of reference to guide you when making design decisions. Not sure which feature to prioritise? Wondering what functionality could improve the user experience? Considering a new colour palette? Centering your user personas in the decision-making process will help you to make the best possible decisions for those who matter most: your end users.
All in all, user personas will guide you towards the creation of a successful product—one that your end users value and enjoy.
3. What are the different types of user persona?
Before we look at how to create a user persona, let’s consider the different persona types.
Traditional user personas
Traditional user personas are the standard personas that UX designers and researchers typically create. They are static in nature—that is, they do not change or evolve over time (unless they are periodically updated based on new research and data).
A standard persona usually includes demographic data, information about the user’s goals, needs, and pain-points, as well as insight into their behaviours, preferences, and motivations. Traditional personas may also include additional background information and scenarios that illustrate how the user might interact with a product or service in different contexts.
Traditional user personas explore questions such as:
- Who are our target users?
- What are their demographic characteristics such as age, gender, and occupation?
- What are their primary goals when interacting with the product or service?
- What challenges and frustrations do they encounter?
- What motivates them to engage with our product or service?
- How do users currently address their needs or accomplish their goals without the help of our product or service?
These personas provide an all-encompassing overview of your target users, while other persona types delve deeper into specific aspects. With that, let’s explore some additional user personas.
Goal-based personas
Goal-based personas focus on the user’s objectives, motivations, and desired outcomes. They seek to answer questions such as:
- What are the user’s short and long-term goals?
- What do they want to accomplish when using my product?
- What are the specific tasks and actions the user needs to undertake in order to achieve their goals?
- What are the user’s main motivations? What drives them to pursue their goals?
- What challenges and pain-points prevent the user from achieving their goals?
Goal-based personas help you to think about the functions, features, processes, and flows that will best enable the user to achieve their desired outcomes.
Role-based user personas
Role-based personas focus on the user’s role or function, usually within a business or organisation. However, where relevant, they may also explore a user’s role in other areas of life—for example, in their family or within a social group. These personas explore the user’s responsibilities, tasks, and goals in relation to the role in question.
Role-based personas seek to answer questions such as:
- What is the user’s job title/role within the organisation or context in question?
- What are the primary responsibilities and duties associated with the role?
- What tasks does the persona perform on a regular basis in order to fulfil their role?
- What goals and objectives does the user have as part of their role?
- What challenges and obstacles does the user encounter when performing their role?
- How does the user prioritise their tasks and responsibilities?
Role-based personas are commonly used in B2B (business-to-business) settings to guide the creation of products and services for professionals in a specific context.
4. What information should be included in a user persona?
Now we know what user personas are and why they’re useful, let’s move on to the anatomy of a persona. There’s no one-size-fits-all here, but most personas will include the following:
A persona name: It’s important to create personas that feel human, and this starts with giving your persona a name.
A headline and descriptor: This is a concise summary of who your persona represents and what they’re all about. For example: “The eco-conscious fashionista: seeks sustainable, affordable fashion solutions without compromising on style.”
Demographic data: This includes details such as the persona’s age, location, gender, income level, and relationship status (to name just a few). You don’t need to include everything—just focus on the details that are relevant and help bring your persona to life.
Additional background information: If necessary, you can elaborate on your persona’s demographic profile with some extra context—for example, you might provide more information about what they do for work (if it’s relevant to the product you’re designing).
Goals and objectives: This sets out what your persona hopes to achieve when using your product or service.
Motivations: A good user persona also provides insight into the factors that motivate them to pursue their goals, as well as the desires and fears that drive their actions, behaviours, and decision-making.
Challenges and pain-points: As a UX designer, you’re aiming to solve a specific user problem—so it’s important to highlight your persona’s key challenges, frustrations, and pain-points.
Behaviours and preferences: Detailing the persona's typical behaviours, preferences, habits, and communication styles helps you to understand how they might interact with the product or service and what features or functionalities they may prefer.
User scenarios: Bring your persona to life with mini scenarios or stories that illustrate how the persona might interact with your product in different contexts. For example, you might provide a brief scenario detailing how the persona browses online for sustainable fashion choices.
Quotes: Convey your persona’s thoughts, feelings, and attitudes by featuring quotes (ideally taken from, or at least based on, what real users said during your research).
Images: Make your personas more relatable and memorable with an image. This can be a stock photo or a custom-made illustration. You can also use visuals to illustrate key data points.
That’s the basic makeup of a user persona. Now let’s proceed to the practical matter of actually creating one!
5. How to create user personas (step by step)
For the purpose of this guide, we’ll focus on how to create a standard user persona. Our step-by-step guide starts from the post-research phase, assuming you’ve already conducted user research (such as interviews, surveys, diary studies, and focus groups) and gathered valuable data that will inform your personas.
So how do you turn this data into a fully-formed user persona? Let’s take a look.
i. Identify patterns and themes within your data
The first step is to gather and review your user research findings. This might involve combing through interview transcripts, sifting through survey responses, analysing users’ diary studies, or going over your own notes from observing users.
Look for commonalities, themes, and trends within your data. Can you identify distinctive user groups based on demographic details, behaviours, preferences, or challenges?
For example, you might notice that, while the majority of research participants share the same goal of making more eco-conscious fashion choices, they have varying income levels and budgets. You might also notice that some users are extremely tech-savvy and prefer to shop online, while others prefer to browse in person.
Based on this analysis, you might identify three distinct user personas:
Persona 1: An eco-conscious shopper with a high income; not very tech-savvy, prefers to shop in person
Persona 2: An eco-conscious shopper with lots of disposable income; doesn’t have time to shop in person, and needs a digital solution they can use on the go
Persona 3: An eco-conscious shopper on a small budget; who doesn’t have access to a mobile phone or laptop
From there, you can create user personas that accurately represent the varying needs and preferences of your audience.
ii. Select a user persona template (or create your own)
A user persona is usually a one or two-page document that summarises all key information in a digestible, easy-to-understand format. There are hundreds of existing persona templates out there that you can simply fill in—or you can create your own.
Many UX design tools offer ready-made persona templates. Canva, for example, has a whole library of persona templates, as does Figma. You can also use HubSpot's Make My Persona tool
If you want to create your own, you can sketch out a simple template using your preferred design tool. Alternatively, you can outline your user personas in a Google Doc before converting to a more visually appealing design. For simplicity, we’re going to create our example persona in a Google Doc.
iii. Name your user persona and write a meaningful headline
With your template at the ready, it’s time to give your persona a name and write a meaningful headline and descriptor. You can also add an image. This will help to make your persona memorable, relatable, and more human.
Let’s create a user persona for an eco-conscious shopper who has a big budget and a busy lifestyle. We’ll call them Loz Greene, the eco-conscious high-flyer, and summarise them as follows: “Loz seeks a convenient way of shopping for sustainable fashion that suits a busy, always-on-the-go lifestyle.”
iv. Fill in your persona’s demographic profile
Next, add demographic data that helps to paint a picture of who your persona is in relation to the product you’re designing. For our Loz Greene persona, we’ll include age, location, income level, and the budget they have available for sustainable shopping. We’ll also include a reference to how tech-savvy they are.
If it’s relevant, you can also include some additional background information about your persona. We’ve decided to add a short section titled “More about Loz Greene” where we elaborate on Loz’s job, their busy schedule, and their attitudes towards sustainable shopping.
Here’s how our persona looks so far:
v. Add goals, motivations, pain-points, and preferences
With the basics in place, let’s dive deeper into your persona’s goals, motivations, pain-points, and preferences. This should help you to visualise what your persona will be looking for in a solution, enabling you to design a product that resonates with them.
For our Loz Greene persona, we’ll add the following sections and details:
Goals and objectives:
- Find stylish, sustainable clothing options
- Support brands that prioritise ethical, environmentally friendly practices
- Stay up-to-date with the latest fashion trends
Motivations:
Loz is motivated by a desire to reduce their carbon footprint, to invest money in brands they care about, and to find and wear fashion that makes them look and feel good.
Challenges and pain-points:
- Loz struggles to find fashion that’s sustainable and reflects their personal style
- Loz often encounters a lack of transparency around brands’ sustainability practices
- Loz doesn’t have much time to shop
Behaviours and preferences:
Loz prefers to shop online for convenience, but still wants to source local fashion. They value transparency and favour brands that provide detailed information about how their clothes are made. They also value convenience and efficiency. Loz is happy to pay above-average prices if the clothes are eco-friendly.
To present all this information in a skimmable, easily-digestible format, we’ve placed it in a simple table.
vi. Bring your persona to life with quotes and scenarios
To complete our user persona, we’ll enrich it with some quotes and scenarios. This will help us relate to our persona and approach this stage of the UX design process with empathy. It also provides useful insight into how our persona might interact with our product in different contexts.
Here’s an example of a user scenario for Loz Greene, our eco-conscious shopper, together with a quote:
Scenario:
- Idle browsing on the go: Loz has a 30-minute train ride to work everyday. While commuting, Loz browses for sustainable fashion items and adds them to their wishlist.
Quote: “I love browsing fashion while I travel to work, even if I’m not looking for anything in particular.”
That’s our first complete user persona! Here’s how it looks in all its glory:
Bear in mind that we’ve created a very basic persona here to show you what a persona should include. You can design your persona as you wish—there’s no need to follow the same format we’ve used. As long as all key information is presented clearly and concisely, you’re onto a winner!
vii. Test and refine your user persona(s)
Once you have a first iteration of your user persona, share it with your colleagues and key stakeholders to gather feedback. Here are some questions you should seek answers to:
- Does the persona feel like a realistic and accurate representation of our target audience?
- Are their goals, motivations, and pain-points believable and relatable?
- Does the persona provide enough detail about the user’s life, habits, and preferences? Could it realistically guide us in making design decisions?
- Is the persona memorable and easy to understand?
- Are there any gaps or missing details that might help us to better understand this persona?
Based on the feedback you receive, iterate on your persona and make revisions accordingly. This may require you to return to your user research data, but it’s worth taking the time to get it right.
viii. Share your personas and use them to inform the design process
Happy with your personas? Now make sure you put them to good use! Introduce them to your colleagues and the wider team, provide guidelines on how they can be used to inform design decisions, and store them in an easily accessible location where everybody can find and refer back to them as and when they need.
6. Understanding the limitations of user personas
User personas are an extremely valuable tool for UX designers, but they’re not a be-all and end-all solution to understanding your end users. When creating and using personas, it’s important to be aware of their limitations.
First and foremost, personas can result in stereotyping, generalisations, and an oversimplification of your users. When creating user personas, you’re distilling all the complexities and nuances of a diverse group of people into a single, two-dimensional character. Bear in mind that, while user personas are a great source of guidance, they can’t tell the whole story.
Then there’s the issue of confirmation bias. Building user personas requires us to create neat little boxes in which to place our users. In doing so, we are susceptible to confirmation bias—that is, cherry-picking certain data points or focusing on information that confirms our existing beliefs about the target audience. This can lead to biased personas that are skewed towards specific traits or behaviours while leaving out other important perspectives.
Last but not least, user personas are static in nature—but user needs and behaviours are constantly evolving. Just as you should conduct user research on an ongoing basis, so too should your user personas be updated regularly. This can be tricky, though, and often falls to the wayside when time is in short supply.
Still, despite these limitations, user personas represent a crucial step towards user-centric, empathy-driven, and data-informed design—and that’s what all designers should be striving for!
Learn more about UX design
User personas are an essential pillar of user-centric design. They translate your research data into concise, memorable, and relatable representations of your target users. By the very process of creating them, you’ll cultivate empathy with your audience.
And, as you move from research to ideation, design and testing, your personas will remind you of your end users’ needs, goals, and pain-points—helping you to make informed decisions throughout. Take the Reader’s Cafe Project by AND Learner Aromal Jose Baby, that heavily relied on user personas to understand the needs and scope of the problem.
We hope you’ve enjoyed learning about user personas and their role in the design process. For more UX tips, guides, and resources, continue with these posts:
- 8 Great Examples of UX Design to Inspire Your Next Project
- A Guide to Design Thinking (And How it Relates to UX Design)
- The Ultimate UX/UI Glossary: 50 Terms All Designers Should Know
7. What’s Next?
We trust that our guide on user persona could help you with your design endeavours. However, if you wish to further explore the field of user experience design, here are a few additional resources that may consider:
- Watch this session by Shiva Viswanathan, Design Head of Ogilvy Pennywise, and Naman Singh, Product Experience Designer at RED.
- Talk to a course advisor to discuss how you can transform your career with one of our courses.
- Pursue our UX UI Design courses - all courses are taught through live, interactive classes by industry experts, and some even offer a Job Guarantee.
- Take advantage of the scholarship and funding options that come with our courses to overcome any financial hurdle on the path of your career transformation.
Note: All information and/or data from external sources is believed to be accurate as of the date of publication.
