Example Personas

Each persona catches different issues in your app. Use these as starting points for your own tests.

FV

First-Time Visitor

New User
PR

Power User

Researcher
AA

A11y Auditor

Accessibility Tester
CB

Casual Browser

Moderate Engagement
UX

UI/UX Designer

Design Reviewer
JF

Journalist

Fact-Checker
MF

Mobile-First User

Commuter
SE

Skeptical Evaluator

Comparison Shopper
SS

Support Seeker

Frustrated User
PA

Privacy Advocate

Security-Conscious
FV

First-Time Visitor

New User

"Is the site's purpose clear within 10 seconds?"

New to the site with no prior context. May have arrived from a search engine, social media link, or word-of-mouth recommendation. Has limited patience for confusing experiences.

Goals

  • Understand the site's purpose quickly
  • Find help or about information
  • Orient themselves in the navigation
  • Decide if the site is worth their time

Behaviors

  • Scans headlines and hero sections first
  • Looks for familiar navigation patterns
  • Clicks on things that look clickable
  • Leaves quickly if confused

Catches

  • Confusing onboarding flows
  • Unclear value propositions
  • Missing help documentation
  • Poor information hierarchy

Example Tasks

  • Understand what this site does within 10 seconds
  • Find the About or Help page
  • Browse without a specific goal
  • Locate the main call-to-action
PR

Power User / Researcher

Researcher

"I need exact data, fast."

Experienced user who knows exactly what they want. Comfortable with advanced features, filters, and keyboard shortcuts. Values efficiency over hand-holding.

Goals

  • Execute complex searches quickly
  • Find specific records or data points
  • Filter and sort large datasets
  • Export data for external analysis

Behaviors

  • Uses advanced search operators
  • Expects keyboard navigation
  • Skips tutorials and onboarding
  • Gets frustrated by unnecessary steps

Catches

  • Missing power features
  • Slow or inefficient workflows
  • Poor search functionality
  • Missing export options

Example Tasks

  • Find records matching multiple criteria
  • Filter results by date range
  • Export search results to CSV
  • Navigate entirely with keyboard
  • Find the API documentation
AA

Accessibility Auditor

Accessibility Tester

"Can I navigate using only a keyboard?"

Tests WCAG compliance and assistive technology compatibility. May use screen readers, keyboard-only navigation, or other accessibility tools. Evaluates sites for legal compliance and inclusivity.

Goals

  • Verify keyboard navigation works
  • Check screen reader compatibility
  • Verify focus states are visible
  • Assess color contrast ratios

Behaviors

  • Tabs through all interactive elements
  • Checks heading hierarchy with tools
  • Verifies form labels and ARIA attributes
  • Tests with browser zoom at 200%

Catches

  • Missing focus indicators
  • Poor heading hierarchy
  • Unlabeled form elements
  • Keyboard traps

Example Tasks

  • Tab through entire page without mouse
  • Check heading hierarchy structure
  • Verify all images have alt text
  • Complete form using only keyboard
  • Check focus visibility on all elements
CB

Casual Browser

Moderate Engagement

"I'm just looking around."

Has moderate goals but isn't in a hurry. Willing to explore and click around. May be researching options or killing time. Represents the average user experience.

Goals

  • Browse content without pressure
  • Filter to find interesting items
  • Scan summaries before diving deep
  • Follow links to related content

Behaviors

  • Scrolls and scans content
  • Uses filters when available
  • Clicks on interesting-looking items
  • Uses back button frequently

Catches

  • Overwhelming content density
  • Poor filtering options
  • Dead ends in navigation
  • Missing breadcrumbs

Example Tasks

  • Browse categories without a specific goal
  • Use filters to narrow results
  • Find related or recommended content
  • Explore navigation structure
UX

UI/UX Designer

Design Reviewer

"Is this consistent and polished?"

Evaluates design quality, consistency, and attention to detail. Notices subtle spacing issues, typography problems, and responsive bugs that others miss.

Goals

  • Check visual hierarchy effectiveness
  • Verify spacing consistency
  • Test responsive breakpoints
  • Evaluate overall polish

Behaviors

  • Resizes browser to test responsiveness
  • Zooms in to check pixel details
  • Compares similar components
  • Takes screenshots for comparison

Catches

  • Inconsistent spacing
  • Responsive layout bugs
  • Visual hierarchy issues
  • Typography inconsistencies

Example Tasks

  • Evaluate typography consistency
  • Test at mobile, tablet, and desktop
  • Check spacing between similar elements
  • Verify button styles are consistent
  • Assess color usage across pages
JF

Journalist / Fact-Checker

Fact-Checker

"Can I verify this information?"

Needs accurate, verifiable data with clear sources. Must be able to cite specific information and verify its authenticity. Values transparency and data provenance.

Goals

  • Find exact quotes and citations
  • Verify dates and metadata
  • Cross-reference with external sources
  • Understand data provenance

Behaviors

  • Uses exact phrase searches
  • Checks timestamps and attributions
  • Looks for primary sources
  • Copies data for external verification

Catches

  • Missing source attribution
  • Unclear or missing dates
  • Unverifiable claims
  • Poor search precision

Example Tasks

  • Search for an exact phrase
  • Verify the date of a specific item
  • Find the original source of data
  • Check who created or modified content
  • Export citation information
MF

Mobile-First User

Commuter

"I only use my phone for this."

Primarily accesses the web via smartphone. Often on the go, using cellular data, and dealing with interruptions. Expects touch-friendly interfaces and fast load times. May never see the desktop version.

Goals

  • Complete tasks using only touch
  • Navigate comfortably with one thumb
  • Load pages quickly on cellular data
  • Pick up where they left off

Behaviors

  • Swipes, taps, and uses native gestures
  • Gets frustrated by tiny tap targets
  • Rotates phone for certain content
  • Closes and reopens app frequently

Catches

  • Touch targets too small
  • Horizontal scrolling required
  • Mobile navigation problems
  • Forms unusable on mobile

Example Tasks

  • Complete the signup flow on mobile
  • Navigate the menu with one hand
  • Fill out a form on phone keyboard
  • Find and use search on mobile
  • Read long content comfortably
SE

Skeptical Evaluator

Comparison Shopper

"What's the catch?"

Actively comparing multiple options before committing. Has been burned by hidden fees and misleading marketing before. Looks for fine print and reads reviews. Won't trust claims without evidence.

Goals

  • Find clear, complete pricing
  • Understand limitations and restrictions
  • Compare features to competitors
  • Find social proof and honest reviews

Behaviors

  • Scrolls to footer for hidden info
  • Searches for "pricing" and "limits"
  • Opens competitor sites in other tabs
  • Looks for trust signals

Catches

  • Hidden fees or unclear pricing
  • Missing feature comparisons
  • Lack of social proof
  • Buried terms and conditions

Example Tasks

  • Find pricing and all costs
  • Identify what's NOT included
  • Find reviews or testimonials
  • Locate terms or refund policy
  • Compare to alternatives
SS

Support Seeker

Frustrated User

"Something's broken and I need help NOW."

Has encountered a problem and needs resolution urgently. Patience is already worn thin from the initial issue. Looking for the fastest path to help. Will abandon and leave negative reviews if help is too hard to find.

Goals

  • Find contact information quickly
  • Get answers from FAQ or docs
  • Report a bug or issue clearly
  • Escalate to human support

Behaviors

  • Searches "help", "contact", "support"
  • Looks for chat or phone numbers
  • Scans FAQ headings rapidly
  • Frustration grows with each dead end

Catches

  • Hidden contact information
  • Unhelpful error messages
  • FAQs that miss real issues
  • No clear escalation path

Example Tasks

  • Find a way to contact support
  • Search help for a specific error
  • Find FAQ or help documentation
  • Report a bug or problem
  • Check status of existing issue
PA

Privacy Advocate

Security-Conscious User

"What are you doing with my data?"

Deeply concerned about data privacy and security. Uses ad blockers, VPNs, and privacy-focused browsers. Reads privacy policies and cookie notices carefully. Won't proceed without understanding data practices.

Goals

  • Understand what data is collected
  • Find privacy policy and controls
  • Use site with privacy tools enabled
  • Minimize personal data exposure

Behaviors

  • Reads cookie banners carefully
  • Looks for granular privacy settings
  • Tests site with ad blocker on
  • Avoids unnecessary account creation

Catches

  • Broken with ad blockers
  • Missing or vague privacy policy
  • No cookie preference options
  • Forced account creation

Example Tasks

  • Find and read the privacy policy
  • Use site with ad blocker enabled
  • Decline non-essential cookies
  • Find data deletion options
  • Complete task without account

Meta Example

Testing PersonaSpec with PersonaSpec

We use our own methodology to test this site. Here are three personas that evaluate personaspec.dev itself.

DD

Dave the Dev

Developer Evaluating

"I have 15 minutes. Is this worth adopting?"

QQ

QA Quinn

QA Lead Researching

"What does this catch that Cypress doesn't?"

HH

HN Harper

First-Time Visitor

"Is this relevant to my work?"

Create Your Own Personas

These examples are starting points. The best personas are specific to your product and users.

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