What to include in a persona

Persona creation is a collaborative process and should be done with team members. It’s a good opportunity to prove to your team that personas are based on raw data gathered during user research and not some made-up, unrealistic characters.

Start by defining a persona's characteristics by analyzing the research data, grouping similar traits, and eliminating those that seem irrelevant to the business.

The most common attributes of a persona include:

• Image and name: These details make a persona more believable and realistic. Putting a face to the name helps your teammates empathize with users and imagine them in various scenarios throughout the product.
• Demographics: A persona may include details like location, age, gender, as well as family status, job, education, background, and technical skills relevant to your product.
• Psychographics: Goals, pain points, behaviors, and opinions help understand what users do on a daily basis and what their motivations and experiences are with your or competitors' products.
• Quote: Although it's made up of users' words and thoughts, a quote sums up their attitude and most important goal.^[1]