1. Proto personas, meant to quickly align the team’s existing assumptions about who their users are, but not based on (new) research 2. Qualitative personas, based on small-sample qualitative research, such as interviews, usability tests, or field studies 3. Statistical personas, where initial qualitative research informs a survey instrument that is used to gather a large sample size, and the personas emerge from statistical analysis

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An effective design persona should possess the following six key characteristics:

1. Stays in context: Maps specific points of the persona's situation to how they would use the product.
2. Reflects real patterns: Reflects a target user's actual behavior patterns, attitudes, skills, motivations, and goals.
3. Has an end-goal: Clearly identifies what the user wants to achieve and what features facilitate that.
4. Uses realistic scenarios: Employs realistic scenarios from the persona's perspective to envision how they use the product to achieve their goals.
5. Has a clear setting: Uses a day-in-the-life approach to illustrate the environment and situations they encounter.
6. Highlights pain points: Identifies the most frustrating or difficult aspects of their current situation.

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