Personas Construction Based on Utility Analysis in Industrial Design

User-Centered design system and methodology must be set the user model analysis as the basis during product development. This paper proposed a method of Personas model construction based on utility analysis on typical products which can transform customer's needs to Personas more quickly and efficiently. Firstly user's preference characteristics are analyzed and extracted through utility analysis of product attributes. Further more personas models are constructed and classified so as to provide theory basis and key models for conceptual design system. A case was given to illustrate the results.