The Nielsen Norman Group article titled “Personas” offers a clear, research-based explanation of what personas are and how they contribute to user-centered design. It defines personas as fictional, yet data-driven representations of real users, created to help teams understand and prioritize user needs, behaviors, goals, and pain points. The article emphasizes that personas are not merely demographic summaries or personal opinions—they are built from user research and should be grounded in observed patterns across user interviews, surveys, and usability tests.
The guide outlines the key characteristics of effective personas, including their narrative format, behavioral focus, and clarity of use context. It also explains common pitfalls, such as relying on unvalidated assumptions or oversimplifying user diversity. NN/g recommends that personas be created collaboratively and updated as new research emerges. By fostering empathy and aligning teams around shared user understanding, personas serve as a practical tool for improving design decisions across the product lifecycle—from ideation to testing.
