Personas are fictional characters that represent the different user types that might use your product or service in a similar way1. Personas can help you to2345:
Understand the needs of a set of users by creating empathy and insight into their goals, behaviors, and pain points.
Formulate hypotheses about product value by identifying the problems and opportunities that your product can address for each user type.
Understand market potential by estimating the size and characteristics of each user segment and their willingness to pay for your product.
Discover key buying triggers by exploring the motivations, influences, and decision-making processes of each user type.
Design and test your product features and user experience by using personas as a guide and a reference point. References:
1: Personas - A Simple Introduction
2: The Complete Guide to User Personas and How They Can Help Your Marketing Strategy (With Examples)
3: Personas | Usability.gov
4: The importance of personas for digital experience
5: Personas | Definition and Overview