What is a persona in UX design?

In UX design, a persona is a fictional character that represents a specific user group, embodying their characteristics, behaviors, goals, and motivations. This tool is created based on real user research and data, which helps designers empathize with and understand the needs of different segments of their target audience. By having a persona, design teams can keep user-focused throughout the design process, ensuring that the solutions they create are tailored to meet the specific needs of the user.

The use of personas assists in making design decisions more effectively, as it encourages creativity and consideration of users’ perspectives, rather than relying solely on assumptions. This practice supports more informed and user-centered design strategies which ultimately contribute to a better user experience.