---
title: "Persona – your typical user in one portrait | Sweet Lava"
description: "A persona condenses research into a portrait of a typical user: goals, needs, frustrations, context. See how teams use personas in decisions."
url: https://sweetlava.eu/en/glossary/persona/
lang: en
alternate_pl: https://sweetlava.eu/pl/slownik/persona/
---

UX & product design 

# What is Persona?

A persona is a synthetic portrait of a product's typical user – their goals, needs, frustrations and context – built from research and used by the team as a shared reference point for design decisions.

A persona turns an anonymous "target group 25–45" into a concrete figure: "Marta, marketing manager at a manufacturing company, needs board-ready reports within an hour and hates tools that require training". That concreteness disciplines discussions: instead of "I like it", the question becomes "would Marta understand this?".

The condition for personas to make sense: they must come from research, not the team's imagination. Personas invented at a desk entrench stereotypes instead of testing them.

In product practice 2–4 personas usually suffice. More dilutes focus – a product "for everyone" is for no one.

## Related services

- [ UX audits & UX/UI design → ](https://sweetlava.eu/en/services/ux-ui-ax/)

## Related terms

- [Customer journey map](https://sweetlava.eu/en/glossary/customer-journey-map/)
- [UX research](https://sweetlava.eu/en/glossary/ux-research/)

## Want to know where your product loses users?

A UX audit ends with a prioritised list of fixes, each with a rationale. Scope and quote within a few days.

[ Get in touch ](https://sweetlava.eu/en/contact/?source=glossary-persona)