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A persona is a fictional example of a person who represents the key user segment of a mobile app (or a website). It's a virtual user representative which is created by the UX designer based on qualitative and some quantitative user research and app/web analytics.

Personas help create better designs and user experiences. By using personas representing major user groups, UX designers as well as mobile developers could have a clear vision of the needs and expectations of real users during the whole process of creating a mobile app.

Here are two personas I created for a mobile app BEEN. Interview, Fly-on-the-wall, and Master & Apprentice methods were used to collect information from user research.

* BEEN is a mobile app that lets you easily capture photos of the places you have been and you can then get the directions to the places any time.