Defining Personas


July 2018 - Present

What is a persona?

A persona is a representation of a type of customer. Personas answer the question, “Who are we designing for?” and they help to align strategy and goals to specific user groups.

Why do we need personas in this UX process?

Personas can give you real insights into your customers, which will your result in you designing a much better product or service. Just remember that personas change over time—create them, learn from them, share them, and then don’t forgot to revisit them and begin the process anew.

"Personas are use cases and not roles."


Personas are always changing and it will impossible to describe all the use cases for a specific product, this exercise required a lot of user research, understanding not only our company but the market. Personas represent a group of people and more important represent who are we designing for. In this case we found 4 main groups, 2 of them are customers of the company and the other 2 are employees. At this point personas are very valuable because you need to align your development and business goals towards these groups. We are always revisiting this descriptions and updating them because when we are testing the product we find more information that helps to build more accurate personas.


Feedback Analysis

Re Design - Iterations

User Testing - Iteration

People ignore design that ignores people.
Frank Chimero, Designer

Nico Botero 2019