personas

/P ER0 S OW1 N AH0 Z/
noun
  1. 1

    A social role.

  2. 2

    A character played by an actor.

  3. 3

    The mask or appearance one presents to the world.

  4. 4

    (user experience) An imaginary person representing a particular type of client or customer, considered when designing products and services that will appeal to them.

Source: https://en.wiktionary.org/wiki/persona, https://en.wiktionary.org/wiki/personas