Learn how creating a summary of your key user types can help the whole product design and development team communicate better about goals, features, and deliverables. See how focusing your user centered design on a few key individuals can meet the needs of the majority of your user base as you develop your product.
- [Instructor] Personas are imaginary, yet realistic and detailed descriptions of the users of your product. They provide a basis for design discussions by concentrating many pieces of user data into key focused, believable descriptions of your primary audience. Creating personas gives the team a shorthand way of describing who they're building things for. Rather than saying, the user, which could mean anyone. To focus on some set characteristics with specific attributes means that product development takes those personas's needs into account.
The whole team needs to buy into the concept of personas. The easiest way to ensure they agree on the key attributes is to get everyone involved in creating the personas to start with. Now, how can just a few fake people be sufficient for designing a whole product? As you'll see the personas you create are highly representative of your key users. Their value is in the focus they give you. Rather than trying to be all things to all people, this focus will mean you deliver a streamlined product with a consistent message.
What's really interesting about persona-based design is that, although you're only designing for a couple of key individuals, the vast majority of your user base is likely to share the same needs, or at least be able to work with the same features. So by focusing clearly on the requirements of a small group of users, you actually build a better product for all your customers.