Personas are archetypes of current or future service users, created from user research data, to help design solutions tailored to their needs.


Personas are fictional characters created to represent different user types within a target audience. By defining characteristics, goals, needs, and behaviors, Personas make abstract users more tangible and relatable. They are essential in user-centered design, marketing, and product development, where understanding diverse user needs guides design decisions, feature prioritization, and user experience strategies. Personas foster empathy, alignment, and user-focused thinking across teams and stakeholders.

Suitable for

  • Sharing information about users within the team or with clients,
  • Setting up ways to communicate with users,
  • Prioritizing goals according to user types.


Persona Profiles

Detailed descriptions of the key user archetypes, including their goals, motivations, frustrations, and background information like age, occupation, or education level.

Persona Scenarios

Examples of specific situations and use cases that demonstrate how each persona interacts with the product or service to achieve their goals.

Persona Journey Maps

Visual representations of the experiences and touchpoints that each persona goes through while interacting with the product or service, highlighting both positive and negative aspects.

Design Implications

Suggestions on how to improve the user experience of the product or service based on the insights gained from the personas, their scenarios, and journey maps.

Communication Materials

Slide decks, posters, or other visual aids that can be used to share the personas and their insights with the entire product team to increase empathy and understanding of the target users.

Persona Validation

Documentation of the feedback gathered from real users or stakeholders to confirm the accuracy and usefulness of the personas, and suggestions for adjustments if needed.



Define research objectives

Identify your key research goals and questions to understand the target audience better. This helps in setting a clear direction for the persona development.


Gather data about users

Collect data through different methods like user interviews, surveys, and analytics to gain insight into users' behavior, demographics, and motivations.


Analyze data and identify patterns

Analyze the collected data to identify common patterns, trends, and themes among users. This helps in segmenting your users and understanding their unique needs.


Create user groups

Based on the identified patterns and segments, create distinct user groups that represent different types of people within your target audience. These groups will eventually become your personas.


Develop persona profiles

Create detailed profiles for each persona, including their demographic information, goals, motivations, pain points, and other relevant characteristics. Keep these profiles as realistic and relatable as possible.


Create scenarios or storyboards

Develop scenarios or storyboards to illustrate how each persona would interact with your product or service. This helps in understanding their journey and how they approach pain points, problems, and possible solutions.


Validate personas with real users

Share your personas with real users from the target audience to ensure accuracy and relevance. Collect feedback and adjust your personas as needed, incorporating new findings and insights.


Update and iterate

Keep your personas updated as you gather new information and insights about your users. Continuously iterate and refine them to ensure they remain a useful and accurate representation of your target audience.

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