CHAPTER 1

What are personas?

INTRODUCTION

Personas are fictitious, specific, concrete representations of target users. The notion of personas was created by Alan Cooper and popularized in his book The Inmates Are Running the Asylum: Why High Tech Products Drive Us Crazy and How to Restore the Sanity (Sams Publishing, 1999). Personas put a face on the user—a memorable, engaging, and actionable image that serves as a design target. They convey information about users to your product team in ways that other artifacts cannot.

Personas have many benefits: ...

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