A guide to users’ needs
A team building an expense app may serve employees submitting receipts, managers approving claims, and finance staff checking company rules. A persona describes one group’s goals, what gets in their way, and where they use the app.
Teams create personas from research and update them as they learn. A fictional name or photo can make one memorable, but guesses about people’s behaviour can mislead.
Use it to ask better questions
Personas help teams ask whether a feature works for a first-time employee as well as an administrator. Teams still need to speak with real users and avoid assuming everyone in a group acts alike. In products sold to businesses, the buyer, administrator, and daily user may have different needs.