Personas/ Character Profiles

http://www.designcouncil.org.uk/about-design/How-designers-work/Design-methods/Character-Profiles/

What

Personas are a creative depiction of the realistic user of one's service. By compiling a character profile of a potential or current user, a multi-dimensional understanding of the customer is established and available for design interaction. 

How

Gather all known user data from previous collection methods

Create user persona based on knowledge

Detail the character with visuals, stories, and an engagable identity

Why

Personas are a clearer way for designers to view the customer as someone more complex than a broad demographic. Once personas are compiled and detailed enough, creators can group them, and tailor the service better to the identifiable stakeholders.