In design, a persona is a fictional character or representation of a target audience or user group. Personas are created to represent the behaviours, goals, motivations and needs of specific user groups based on research and data analysis. Personas are typically used in user-centred design processes to ensure that designs are tailored to the needs and preferences of the target audience. Personas can help designers to identify key features and functions to make informed design decisions. Personas are often presented in the form of a brief biography or profile, which includes details such as age, gender, occupation, hobbies and goals.