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UX Tip #56 Using personas when making design decisions

A persona represents a cluster of users who exhibit similar behavioural, attitudinal, and motivational patterns. Each persona normally outlines the needs, behaviours, challenges and interests of one fictional character that represents one of your user groups. A good persona should be based on user research, reflect general patterns within this user group and be realistic. In short, personas will help you understand who you are designing for, and make informed decisions during the design process considering different types of users.