A Persona usually includes:

• A name and picture.
• Demographics (age, education, ethnicity, family status).
• Job title and major responsibilities.
• Goals and tasks in relation to your site.
• Environment (physical, social, technological).
• A quote that sums up what matters most to the persona with relevance for your site.

How do we select a name and photo?

You make up the persona’s name. Select one that resonates with the team as representing that user group. Be relevant and serious; humor usually is not appropriate here.

For a picture, you can buy or license stock photography, although a more casual photo often resonates more with development teams. Don’t make it a picture of someone the team knows. Make sure you have permission for the photo that you use. You can tell that you have a good picture if the team sees it and says “Oh, yes, that would be Jim, the Press Guy” or “Oh, yes, that’s just what I see when I think of Rebecca, the Program Officer.”