Persona

Personas are fictious representatives for real people.

In Alan Cooper company cooper peronas are used as sample users that software is being designed for. These personas stand in for real people. They have a resume, detailed information about their social and professional life and their tasks and goals of their job are known. Small teams of interaction designers will think about these personas, play them through different scenarios, so that they can find out about their goals, so software that will be developed is synchronised with the user's needs.

Even if it seems logic to fulfill many users' needs, it makes sense to design for one persona, because it is representing one group of users that will use the software later on.

The usergroup that are represented by one persona that will buy the product, will be ecstatic and totally satisfied with the product, and therefore be loyal to the company, probably recommend the product and finally have a product that serves their needs.