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When building a persona,
you want to start with the data.

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Use user interviews, website analytics,
surveys, reviews, really any

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data you can get your hands on that tells
you something about who your users are.

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Dig deep into the data you've gathered and
try to find patterns.

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Is there an age range for your users?

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Are they all from a particular area?

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Is there a common job title
that keeps popping up?

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Once you found the patterns,

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use them to create a single person
to represent this target audience.

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Remember, they should be your largest
group, you can always go back and

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add personas for
your smaller groups later.

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Let's walk through the process together
of creating a persona using some data for

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an app called Lotus Yoga.

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An app for a local yoga studio.

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72% of the users are female.

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43% are 30 to 49 years old.

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37% of users have children under 18,
who also practice yoga.

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75% of users also take part
in another form of exercise.

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Top reasons people started yoga.

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Flexibility, stress relief,
general fitness, improve overall health,

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physical fitness.

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40% of users say yoga motivates
them to eat healthily.

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59% of users say yoga helps them sleep.

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Users practice two times
a week on average.

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The first step to creating this persona,
is to decide on a name and

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choose a photo to represent this group.

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Since 72% of the users for

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the Daily Yoga app are female, I'm
going to go with the name Jasmine Song.

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I found this photo to
represent this persona too.

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I think it shows off Jasmine's fun and
playful side.

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Next, let's add a description
of who this person is.

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This will help to bring
this persona to life.

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The description should tell us a bit about
who this person is with details like

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job title, interests, demographics, etc.

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Sometimes your data may not have enough of
these details to create your description.

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Instead, you may have to
make some assumptions.

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What's great about our
persona is that you can

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update it as you find out more about
your users or as your product grows.

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For our yoga app example, I am going
to stick with the majority in our data.

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So the persona relates
to the largest group.

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Here's what I came up with.

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Jasmine is a 40 year old sales
manager with two kids in high school.

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She likes staying active by practicing
yoga, taking the dog out for

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walks and going for hikes with her family.

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She started practicing
yoga to stay limber and

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found it really helped
relieve her stress as well.

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She takes a class about 2 times a week,
sometimes with friends or her kids,

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but sometimes she enjoys going on her
own to really focus on her practice.

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She found staying active has led to
a healthier lifestyle for both herself and

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her family.

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I made a few assumptions about
Jasmine in her description.

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But overall,
I think it fits our data well.

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We have a great start so far.

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But let's flash out this
persona a bit more.

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Let's work on the problem section next.

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In the problem section,

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focus on your persona's problem
as it relates to your product.

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What is the persona struggling with?

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What are their frustrations?

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Using Jasmine as our example,
her problems relating to yoga are, one,

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yoga is becoming more popular and
her favorite classes are filling up.

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Now she doesn't get as much
personal attention as she used to.

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Two, there are a lot of fun
yoga fans out there today, but

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she wishes there were more fun
classes aimed at her age group.

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As much fun as goat yoga sounds,

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she'd rather focus on something
that fits her needs and goals.

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Three, sometimes Jasmine has to
cancel a class because life happens.

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She doesn't like having to pay
the cancellation fee when she has to

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cancel last minute,
especially since she goes so often and

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has been a loyal customer for years.

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I think we're getting a pretty
good picture of our user base.

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But let's add one more section
to really pull it all together.

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Our last section is called Goals and
Needs.

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The Goals and Needs section or
sometimes called the Motivation section

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is where we will put Jasmine's
goals relating to yoga.

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Think about what she is
trying to accomplish.

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Let's add a few goals to our persona for
Jasmine.

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One, she wants to be active and
healthy with a flexible workout schedule.

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Two, she wants to take
classes with her friends and

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family to stay close to them and
help promote a healthy lifestyle.

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Three, she's thinking about
becoming a yoga instructor

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when she eventually retires.

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I think we have created
a pretty good persona.

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This will help to keep your
design decisions focused

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as you keep Jasmine in mind.

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Ask yourself questions like,
would this feature benefit her?

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What would Jasmine think of this design?

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As you learn more about your users,

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you would want to come back to
this persona and update it.

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Just like other areas of UX design,

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iterating is a key part of
the persona creation process.

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Now that we've walk through creating
a persona together it's time for

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you to try it on your own.

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In the next video, I will give
you the data to get you started.

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You've got this,
see you in the next video.