Antipersona

Antipersona

An antipersona is a profile of a type of user you don’t want for your product or service. These are people who may misuse your platform, cost your business money, or not be a good fit for what you offer. Identifying antipersonas helps businesses prevent fraud, reduce unnecessary support costs, and focus on attracting the right customers.

Why it’s important for your business

Not every user is a good user. Some people might abuse discounts, sign up but never engage, or expect features your business doesn’t offer. Understanding your antipersonas helps you design better policies, prevent misuse, and focus your marketing on users who bring real value.

Examples

1. E-commerce: A store identifies coupon abusers who create multiple accounts to get endless first-time discounts, leading them to set limits on promo codes.
2. Finance: A banking app recognizes users who sign up just to collect referral bonuses without actually using the service, so they tighten their referral program rules.
3. Food Delivery: A delivery platform flags customers who frequently request refunds for non-existent issues, helping them create better fraud detection methods.

Knowing your antipersonas helps protect your business and ensures that you focus on the right users who truly benefit from your product.

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