It is difficult to anticipate the needs and requirements of users. In most cases it is impossible sit down beside them and watch them use products, to get to know them and to ask them about their personal and professional life, their goals and their experiences. The persona concept can help here. The method was invented by Alan Cooper, who first described it in 1995.
A persona represents a group of users. It has goals and motives, values and expectations, a need and shows user behavior. Through these concrete properties, personas help businesses to develop user-friendly products and solutions, even if the actual users remain unknown. In addition, personas help to make a user’s knowledge as well as assumptions about him or her visible. This makes communicating about users much easier. Subsequently, all project contributors are able to put themselves into their users’ shoes.