In-depth descriptions of fictional characters within an identified user group. Based on facts derived through quantitative and qualitative research. Behaviors, skills, attitudes, goals and purposes of their relationship to a product or service are outlined in a thorough description.

It is usual to have a set of personas to ensure that the different user groups are captured before a project starts. Within this set, a primary persona (the one that has the most business value) is highlighted as the one the design needs to address in the most comprehensive way.

They guide discussion of what a proposed feature will enable for a given set of users. Ensures that users recruited represent the types of users for which the product has been developed.