INTELLIGENT PERSONA AGENTS FOR DESIGN

A processor-implemented method, system, and/or computer program product generate an intelligent persona agent for use in designing a product. One or more processors input a persona specification into an intelligent persona agent generator. The persona specification describes attributes of a set of model users of a particular type of product, and the intelligent personal agent generator creates an intelligent persona agent that is a software-based version of the set of model users. The intelligent persona agent monitors intermediate design choices taken during a design of a product of the particular type of product by a design team. In response to the intelligent persona agent identifying an intermediate design choice that will lead to a feature that is in conflict with the persona specification of the intelligent persona agent, designers modify the intermediate design choice, which modifies the design of the product in order to create an improved product design.