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For example, while designing Zomato, the team might create personas like:
l Busy Professional: Often short on time, looking for quick food delivery options or express dining.
l Food Enthusiast: Eager to discover new cuisines and read reviews, enjoys exploring restaurant options and
deals.

l Health-Conscious Diner: Focuses on nutritional information, filters menus for healthy options, and prefers
organic or locally sourced ingredients.

Example: Let us understand by using the Performa of a busy professional:

By designing with Riya’s needs in mind, the app can provide efficient, relevant options that save her time and
reduce decision fatigue. This would enhance her overall user experience and foster loyalty as she relies on
the app to simplify her meal decisions in a busy lifestyle.
Personas like these help designers to focus on specific user groups, anticipating their requirements and
challenges and creating features that are appropriate for each category. These profiles drive design
decisions by serving as reference points throughout the development process, ensuring that the finished
product appeals to the intended audience and accommodates a wide range of user scenarios.

Fundamentals of Interface Design
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