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Usability
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====Persona==== {{Main|Persona (marketing)}} [[Persona (marketing)|Personas]] are fictitious characters created to represent a site or product's different user types and their associated demographics and technographics. [[Alan Cooper (software designer)|Alan Cooper]] introduced the concept of using personas as a part of interactive design in 1998 in his book ''The Inmates Are Running the Asylum'',<ref>Cooper, A. (1999). ''The Inmates Are Running the Asylum'', Sams Publishers, {{ISBN|0-672-31649-8}}</ref> but had used this concept since as early as 1975. Personas are a usability evaluation method that can be used at various design stages. The most typical time to create personas is at the beginning of designing so that designers have a tangible idea of who the users of their product will be. Personas are the [[archetypes]] that represent actual groups of users and their needs, which can be a general description of person, context, or usage scenario. This technique turns marketing data on target user population into a few physical concepts of users to create empathy among the design team, with the final aim of tailoring a product more closely to how the personas will use it. To gather the [[marketing]] data that personas require, several tools can be used, including online surveys, [[web analytics]], customer feedback forms, and usability tests, and interviews with customer-service representatives.<ref>{{cite web |url=http://seoroi.com/case-studies/4-5-personas-of-my-seo-site/ |title=How I Built 4 Personas For My SEO Site |publisher=Seoroi.com |access-date=2013-11-01 |url-status=live |archive-url=https://web.archive.org/web/20131103061740/http://seoroi.com/case-studies/4-5-personas-of-my-seo-site/ |archive-date=2013-11-03 }}</ref>
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