Personas are imaginary characters – based on real people – that represent user archetypes. They are developed to understand user lifestyles, aspirations and needs, and often appear in scenarios as fictional players. The aim of a persona is to illustrate the user’s behaviour patterns. Personas are often assigned a name, photograph and some basic information about their life. The persona should be believable to the viewer and can both stimulate new design concepts and help to validate them.s