This document discusses personas and how to create them. It defines a persona as a fictional person created to represent a specific member of the target audience. Personas help designers understand user expectations and how people will use the site. The document recommends creating 3-4 personas that represent the majority of important users. It provides questions to help define each persona's demographics, goals, environment and technologies used. An effective persona includes the persona group, name, job, goals, environment, quote and picture. Three sample personas are presented for a retired software engineer, stay at home mom, and middle school student.

2. WHAT IS A PERSONA?
A fictitious person created to represent a specific member or your target audience.
This person should represent:
the majority of your target audience
the most important audience members
This person will:
help you understand the users expectations and how they will use your site.
help you discover universal features and functionality.
stand for real people with goals, and backgrounds and values.

3. WHY CREATE A PERSONA?
Creating a persona:
• makes it real. When you are thinking about a specific feature to add you
can ask yourself, “How would John use this?” or “Would John want to do
this?”
• Way to test for usability
• Gives insight for the overall look and feel of the site
• Helps you write content appropriate for the user

4. HOW TO CREATE A PERSONA
Research, lots of research.
Who are your users and why are they on your site?
What are their behaviors, or expectations?
Look for similarities and ways that you can group them together.
It is best to create at most 3-4 personas for your site.
Focus on the majority of users in the most important group to develop your persona.

5. DEVELOPING THE PERSONA
The following questions will aid in your development.
What is the purpose of the site?
Define the user:
• What is the age?
• What is their gender?
• Education level?
• Work experience?
• Professional background?
• Why will they come to the site?
• Where else will they look for this information?
• When and where will they access the site?
• What devices do they use?
• What browsers will they be using?
• How much time do they spend on the internet?
• What are they motivated by?
• What are they looking for?

6. THE PERSONA
A persona consists of the following information:
• The Persona Group
• Fictional name
• Job titles/ responsibilities
• Goals for coming to the site
• Physical, social, and technological environment
• A quote that sums up what matters most the the persona group
• Casual picture representing them.
• Demographics
• Age, education, ethnicity, family status

7. JOE FOSTER
Job: Retired software engineer. Spends free time working in garage on projects.
Demographics: 68 years old
Married
Father of 7 children
Grandfather of 30 children
Has a Masters degree in Software engineering
Goals and Tasks: Preserve memories of his family
Create lasting memories with his family
Volunteer Church service throughout the week
Develop apps for smartphones
Environment: Extremely proficient with using a computer. Has cable internet at home
with a desktop, laptop and smartphone. He uses email extensively as well
as many computer language programs such as Java and C++.
Quote: “Who’s ready for the hike on Saturday?”

8. ISABELLA CARVER
Job: Stay at home mom.
Demographics: 31 years old
Married
4 children
Some college.
Goals and Tasks: Get kids off to school, meals for the family and maintain an overall
happy work environment.
Keep up with family both immediate and extended.
Share stories and build family connections.
Environment: Comfortable using a computer and smartphone. Cable internet.
Frequently uses email and social sharing websites like Facebook
and Instagram.
Quote: “Where’s your lunchbox?” and “Dinner’s almost ready, go outside”

9. WINSTON EVANS
Job: Mows lawns for the neighbors, collects water bottles for CRV.
Demographics: 14 years old
Oldest brother of 3 children
Attends middle school
Goals and Tasks: Occasional school assignment about family history
Getting a soccer scholarship.
Primarily likes to read about funny family stories.
Environment: Comfortable using a computer and is on as much as is allowed
by his parents.
Quote: “When’s dinner?”, “Five more minutes”