Business Analyst: What is a user persona?

User persona — fictional representation of target user.

Components:

• Name and photo.
• Demographics.
• Goals and motivations.
• Pain points.
• Behaviors.
• Technical proficiency.

Example:

Benefits:

• Humanizes users.
• Drives design decisions.
• Aligns team on user needs.
• Prioritizes features.

Creation process:

1. Research real users.
2. Identify patterns.
3. Create 3-5 personas.
4. Share with team.