Persona

Definition of Persona:

User Persona is a detailed real or hypothetical description of a typical end-user of the product the team is developing. Personas usually take the form of a written document with a photo, name, profession, style of living, and other important details.

Use of Personas:

Agile designers and developers use personas as guidance when developing a product that fits the needs of a specific type of end-user or multiple types of end-users. The development team may use personas to decide whether to add specific features, interactions, or visual cues to the product. Teams sometimes also use negative user personas to make sure they know who explicitly not to take into consideration when developing a product. And a product owner usually uses a product goal canvas for the final product that will be developed..

Benefits of Personas:

  • Increases the team’s awareness of the type or types of end-users of their product.
  • Improves the value and integrity of the final product.
  • Produces a more focused, realistic, and streamlined product.
  • Developers can determine more easily what to include.

Certified Product Owner Trainings

=> Become a Certified Scrum Product Owner

Scrum Master Trainings

=> Become a Certified ScrumMaster

Author

Sohrab Salimi

Scrum Academy GmbH

Sohrab is a long-standing Certified Scrum Trainer (CST) and CEO of the Scrum Academy GmbH based in Cologne. He is a trained medical doctor and worked for Bain & Company as a consultant and as a CIO at SE-Consulting, among others, before founding the Scrum Academy. As a consultant and trainer, he has been supporting companies from a wide range of industries for over a decade on topics related to agile transformation, innovation and organizational development.

Related articles

What is an Expert Leader?

Learn in this article what Expert Leadership means and how you can thrive in an agile environment as an Expert Leader!

How to Deal with Difficult Stakeholders by Roman Pichler

Roman Pichler explains in this recording how you can deal with difficult stakeholders as a product owner! Learn from the best and listen to his agile100 session!

How to create a great Product Goal in Scrum using the Product Goal Canvas

Learn how to create a product goal as a product owner and get a free download of our product goal canvas for your team!