4 Examples of UX Personas

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However, even if you are new to the UX design magic, you must have heard about UX (or user) personas here and there. Spoiler alert – user personas are one of the cornerstones of the UX design, and it is nearly impossible to create a user-oriented design for any product without coming up with user personas first.

But what are these mysterious UX personas? How can you create a user persona? Why are they so crucial? Keep reading to find out – and we’ve prepared four examples of UX personas for you at the end of the article.is nearly impossible to create a user-oriented design for any product without coming up with user personas first.

 

What Are UX Personas?

A persona in UX is not the same as a market segment, it’s something much more relatable and vivid than that. Basically, it is a fictional character that represents overlapping patterns a large group of your users demonstrates. While market segmentation is all about raw numbers and stats, a UX persona is akin to a real person’s profile: you give the persona a name, describe his or her occupation, marital status, etc. and, of course, details relevant for your product and how it might be used.

A UX persona’s profile should include:

  • fictional name;
  • photo;
  • occupation;UX persona’s profile
  • demographics (age, location, marital status, relatives, income, etc.);
  • goals and needs;
  • pain points;
  • relevant patterns of behaviors;
  • personality (can be reflected using quotes).

How can you manage to create the best UX personas possible? We’ll try to describe the process briefly. First of all, you need to do your research on your potential (or current) users. Conduct UX interviews, collect stats. Then, look for patterns, especially when it comes to anything related to the product – common issues users have with such apps, similar use cases, etc.

You can create a persona for each pattern or combine them if it makes sense. Stick to up to four personas – otherwise, you won’t be able to create a product that would cater to each persona’s needs.

Why do UX designers dedicate their time to creating UX personas? First and foremost, to ensure the empathy between the designer and the potential users. There are two common pitfalls designers may fall victim to without user personas: self-referential design and the elastic user.

The self-referential design is the situation when the designer subconsciously designs the products based on his or her own behavioral patterns. The elastic user issue, in turn, is about different stakeholders having a different understanding and image of potential users that may even shift over time if it’s not written down.

 

4 Examples of Typical UX Personas

Now that we’ve covered the basics, it’s time for the most ‘delicious’ part of our article. We prepared four examples of UX personas that you can feel free to use for creating your UX person template. Note: we created these personas for a made-up banking app.

Typical UX Persona #1: Michael, Entrepreneur

Typical UX Persona #1

Fictional Name

Michael Johnson

Occupation

Self-employed, owns a coffee shop in the center of the city

Demographic

  • 30 years old;
  • Lives in Seattle, Washington;
  • Married, no children;
  • Has two brothers;
  • Has to take care of his father after a stroke, helps him out financially;
  • Has an upper-middle income level, his business is profitable.

Goals and Needs

Michael is a busy person, and he doesn’t like wasting his time because time is money for him. So, he needs to be able to make payments on-the-go and have access to most banking services like generating banking documents, applying for loans, etc.

As he owns a business, he needs to do keep his business and personal banking accounts separate. At the same time, he wants to use both of them easily and switch between them with no effort.

Pain Points

As of now, the main pain point for Michael is that switching between different accounts takes too many actions on his behalf. He would prefer to do it in one click. Besides, he still needs to go to a bank for the services that could be available online.

Relevant Patterns of Behavior

Michael spends the most part of his day (5+ hours a day) on the smartphone making calls, negotiating, messaging, etc. He is tech-savvy and uses the latest iPhone. His phone is full apps, he prefers them to mobile versions of websites. He knows his way around any app in a matter of seconds, so he always skips tutorials.

Personality

“I hate queues in banks. That’s why I use online banking – it’s a lot less nervous and much faster.”

 

Typical UX Persona #2: Jennifer, Housewife

Typical UX Persona

Fictional Name

Jennifer Smith

Occupation

Unemployed

Demographics

  • 51 years old;
  • Lives in Austin, Texas with her 57-year-old husband;
  • Has two daughters who live separately in other states;
  • Has a low income level.

Goals and Needs

When it comes to managing finances, Jennifer uses online banking mostly to check whether payments from her daughters reached her banking account. She doesn’t need to use any additional online banking services because it is often too hard for her to understand how to use them, but she would like to keep track of her expenses to put some money aside.

Pain Points

Jennifer doesn’t always have a stable Internet connection on her smartphone. Besides, she struggles with using complicated apps that include a lot of features with no explanation or tutorial.

Relevant Patterns of Behavior

Jennifer is not tech-savvy, so she rarely uses her smartphone (iPhone 5) for surfing the Internet – she uses it for up to an hour every day. She is comfortable with browsing the web and doing simple tasks like googling something and logging in.

She rarely uses mobile apps and prefers using mobile versions of websites or her PC when it’s something more complicated. At the moment, she uses only the desktop version of the online banking service, mostly to manage payments from her daughters.

She rarely makes payments online or uses her credit card. Instead, she prefers withdrawing cash and using it to pay for groceries, etc.

Personality

“I am not into all the modern technologies, I want something reliable and easy to understand.”

 

Typical UX Persona #3: Robert, Student & YouTube Blogger

Fictional Name

Robert Dawson

Occupation

Is obtaining a Bachelor of Arts degree at Argosy University, a YouTube blogger (posts reviews on films and TV series), wants to write fantasy novels

Demographics

  • 21 years old;
  • Lives in Atlanta, Georgia;
  • Comes from a low-income family;
  • Lives with his parents;
  • Has to pay for his own tuition.

Goals and Needs

His main source of income is the sponsored content on his YouTube channel, so he often receives payments on his banking account. As the income is not stable, he wants to be able to check the account details anywhere at any time using his smartphone. Besides, he needs to pay for tuition, so he needs to put some money aside regularly and avoid getting tempted to spend it on something else.

As his monthly budget is usually quite limited, he needs to keep track of his expenditures and make sure he saves enough to cover the tuition fees. As for expenses, he prefers doing paying for anything (including tuition) on-the-go.

Pain Points

Robert is always in a hurry and always doesn’t have a lot of time to deal with his finances. The mobile banking app he is currently using is slow, and he is not satisfied with this because he appreciates his time.

Relevant Patterns of Behavior

Robert surfs the Internet on his laptop for two-three hours every day, mostly to do the university-related tasks and keep up his blog. He frequently uses video editing software and is proficient in this.

He uses his smartphone (iPhone SE) for any other tasks, like scrolling the Facebook feed, checking the news, messaging, banking, etc. On average, he spends four-five hours a day on his smartphone. He prefers a smartphone to a laptop because it is faster for him to use the former one to do most tasks.

He prefers making payments online and on-the-go using his smartphone.

Personality

“I want to use my time as efficiently as I can, so I prefer using mobile apps. I get irritated when they are slow, freeze or crash.”

 

Typical UX Persona #4: Kate, Journalist

Typical UX Persona

Fictional Name

Kate Robertson

Occupation

Journalist, works for two online news outlets, mostly from home

Demographics

  • 26 years old;
  • Single, no children;
  • Lives in Los Angeles, California;
  • Her parents live in another state, she supports them financially when she can;
  • Has a middle income level.

Goals and Needs

Kate cares a lot about the security of her presence online. So, she is looking for the most secure mobile banking app that uses end-to-end encryption and keeps her data safe.

As she gets paid depending on the number of characters she wrote, her income is not stable, so she needs to keep track of her finances and put some money aside to send it to her parents every month or two. She finds it inconvenient to have a separate mobile app for expenses tracking, so she would to have one app for this and managing her banking account. Besides, she would like to have a budget feature to remind her to limit her expenses.

Pain Points

She is not satisfied with her current mobile banking app because it is not secure enough and doesn’t provide integration with budget management apps.

Relevant Patterns of Behavior

Kate spends most of her time using the laptop for writing texts. She is comfortable using it for job-related tasks and communication purposes but often surfs the Internet on her Samsung Galaxy Note 9 phone (especially during commutes and before going to sleep). On average, she spends 6-7 hours on her laptop and 2-3 hours on her phone.

As she gets paid based on the amount of work she’s done, she often checks her banking account and keeps track of her expenses with a separate mobile app.

Personality

“I just want a secure app for making payments and checking my account every once in a while, not a packed-up thirty-feature monster.”

 

In Conclusion

Creating UX personas is a long and thoughtful process – you can’t just type whatever comes into your mind and be done with this. Your UX personas should be based on real-life examples and cases – so, find time to conduct user interviews and do your research. All in all, spending time on this endeavor is an investment that will pay off with loyal users that enjoy using your software.

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