Persona ( is an email client that was designed to change the perception and experience of sending and receiving emails by focusing on People, the Conversations between them and the Knowledge shared in emails today. This is a reaction to the paradigm of emails presented in spread-sheets seen with most email clients, where a focus on presenting data prevails over the need for a personal touch.

"A client that is both Personal and has personality"

Conversation, People, and Attachment View.
Persona allows you to see your emails the way that suits you best. Fewer clicks are needed to reach where you need to be.

Conversation View focuses on ongoing discussions presenting related attachments, messages sent, and messages received in one convenient place.

“People View” groups messages by sender and allows retrieval of emails by sender instead of by subject, date, and so on.

Attachment View is a revolutionary, unified, and seamless birds-eye view on the media shared via email. Attachment View presents shared YouTube, Vimeo, Flickr, and Facebook links alongside actual attachments.

The user can choose any of the 3 views as a default switching only when necessary to a more useful temporary view. Check out the video and photos for more information.

"Question, Dissect, Understand, Rebuild"

The 'Persona' team asked the following questions during the development of the UI:
- What are the rituals behind writing/receiving emails today?
- What is the importance of the Social construct behind communication and also about what is being communicated?
- Based on the above, what are the most important and necessary functional elements in a UI, needed to create a meaningful and simple email experience?

Thus in asking these questions, critically assessing the graphical and interactive framework behind existing clients and through multiple iterations, 'Persona' was created.

Soundtrack by Sigur Ròs, "Agætis Byrjun (live)", from "Hvarf/Heima".
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Please visit to know more about this amazing icelandic band.

Thanks to Michelle Gjørlund and Chris Bierbower ( for their help on this video.

For more information on Persona please visit:

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