The purpose of personas

Generally, a user persona is a document the team can use as a reference point throughout the design process. Plus, imaginary characters are easier to remember than vague concepts and data points about user behavior. A persona becomes a living and breathing character that team members refer to by name during discussions.

Here are the main benefits of using a persona tool:

• It helps designers remember who their users are. Personas remind designers that designing for everyone is designing for no one. Personas enable prioritizing and help decide which user group is more important and what features will benefit them.
• Develop empathy. With personas, designers can walk in users' shoes and understand users' needs and pain points better.
• Make better design decisions. Whenever designers have doubts, they can refer to personas to prove their assumptions right or wrong and make a decision based on real data.
• Find a consensus. A persona document works as a benchmark in discussions with clients or stakeholders who weren't involved in user research. This tool helps the whole team stay on the same page and share the same understanding of users.