Persona

A persona represents a fictional customer that is created by designers based on their research. This activity helps designers understand the users' personal experiences, behaviors, goals, and the need for their product.

Meet Isa Santiago

Isa Santiago is a sophomore at UC Berkeley majoring in Data Science. She has a 25 minute walk to campus and she takes a night class which can last until 8:00pm. As a young Woman commuting back and forth to campus alone, Isa is afraid to walk alone, especially at night.

Her main goal is to feel safe and equipped to commute to different locations at any time of the day.