User persona

A persona is a profile that represents a group of users. In the example, Maya wants to find a nearby class, needs evening sessions and is put off by unclear prices.

Personas help teams keep real people in mind and make decisions based on their goals, needs and pain points.

A good persona is based on research, such as interviews and analytics. A persona built on guesses, sometimes called a proto-persona, should be treated as an assumption until research supports it.