User persona
Conversion and UX
Conversion and UX
A user persona describes someone using your website, app or software: which task they want to complete and what gets in the way.
Where a buyer persona is about the buying decision, a user persona is about usage: logging in, finding something, placing an order, building a report. That makes it useful for UX choices and conversion work.
Work with tasks and expectations per persona, not age and hobbies. A task ("wants to see a delivery time within two minutes") gives you a concrete design requirement.
In practice
Applying one persona to everything. A new visitor, a returning customer and an admin have different tasks and deserve separate flows.
Related terms
- PersonaA persona is a description of one recognisable type of customer or user: what they want to achieve, what gets in their way and how they decide.
- Buyer personaA buyer persona describes a typical buyer: their role, goals, doubts and the questions they ask before deciding.
- Journey mappingJourney mapping charts step by step what a customer does, sees, thinks and feels from first contact through to after the purchase.