To better understand the needs, motivations, behaviours, and challenges of target users/customers.

Personas are fictional characters that are created based on interviews or focus groups to represent the different user types (meaningful archetypes) that might buy your product or use your service. Creating personas will help you understand your users' needs, experiences, behaviours.

The first thing to do when deciding to create Personas is to distinguish target groups. After carrying out user research, one should have all the information necessary to identify the most relevant groups. For each of them it will then be possible to create a character who should embody the values of the entire group. 

The main elements of a Personas, to be collected online in dedicated file are: 

• Name and photo: to be as truthful as possible, it is essential that the Persona have a realistic name and a photo that allows the subject to be better framed. 
• Short biography: a short paragraph containing a description of the user's customer journey with a hint of their passions and what they like about the product. 
• Group affiliation: i.e. the target segment group to which it belongs. 
• Demographic data: age, gender, ethnicity, marital status, profession, city. 
• Needs and goals: list the users' needs and their ultimate goals. 
• Frustrations: describe concerns, problems and obstacles the person may encounter. 
• Habits: enter information on the behaviour of the Persona, especially in relation to the product being designed or the target market. 
• Quotation: insert a quotation representing the Persona to provide more credibility.