Persona

You might say

Who is this page actually written for?

A specific person concentrating a target user's key traits, goals, and scenarios, used to align judgmentWhen planning a product or writing landing page copy, a persona distills typical user needs, frustrations, and context into a named individual. Having an aligned persona gives the team a common reference when deciding the headline or prioritizing features. It serves as an actionable hypothesis for alignment, which is refined through real user conversations.

Know first

User Story

Persona

The same page, written for different personas

Alex, freelance designerTarget user persona

GoalWin more client workConcernCannot code

example.com

A professional site even if you cannot code

Addresses her concern: possible without technical skill

When the persona changes, the first line of copy should change: who it is written for decides what to say and how.

What a persona aligns

Who the copy speaks to: The persona gives a concrete age, job, and concerns, so copy can use language she knows instead of speaking vaguely.

Which features come first: Her goal sets priority: showing client work first, or building an admin panel first.

Acceptance has a basis: How would she read this paragraph becomes a concrete discussion instead of a gut call.

Quick checkChoose the best answer

The team disagrees on who the target user is: some say college students, some say enterprise buyers. What should happen next?

Write one persona each with stated basis, then align on who this round servesServe both groups and build a feature set for eachLet AI decide the target user

You can say this to an AI Agent

This page's target user is a 35-year-old freelance designer who wants clients but cannot code. Rewrite the homepage copy for her: state what she gets first, use language she knows, and avoid piling on technical terms. Afterward, tell me which concern each paragraph addresses.

Learn next

1User Story→2User Flow→3Product Discovery→

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