Personas are made up generalized characters that hold the different needs, goals and observed behavior patterns of an organization’s actual and possible clients. Personas aide in better understanding customers.
Personas are generally made to during the definition phase of a project to better understand the particular requirements of an organization’s target audience. Personas are used as a reference during the entire project lifecycle.
Personas are based on real customers. They work to assist in discovering who use your organization’s website, service or product, and consequently can be utilized to make necessary design and functionality decisions during the UX process.
Personas are useful when organizations aim to convey what the user experience will be like to stakeholders, designers, developers and others involved in the project. Personas are especially beneficial in developing realistic user journeys.
Organizations should consider implementing personas to give human qualities on otherwise abstract data about customers, and to make inference what a real individuals may need.