Persona (design concept)

A persona in design is a detailed, fictional character that represents a typical user of a product or service. Created from research and data, personas help designers understand the needs, goals, behaviors, and preferences of their target audience. By imagining a specific user, teams can make more informed decisions, ensuring the final product effectively addresses real users' expectations. Think of a persona as a representative “person” that guides design choices, making the process user-centered and more focused on actual user experiences.