The customer experience blog
Journey Mapping Smaply

About personas

22. November 2017

About personas

A buyer persona is a rich description of one fictional person exemplifying a specific group of people. They help achieve empathy, create better ideas and challenge them.

The Smaply persona export

What is a persona?

Personas describe a group of people in a way that is easy to understand and empathize with. Describe both the person as a human being (background story, personality, interests, etc.) and as a stakeholder in context of a service ecosystem (needs, expectations, etc.).

Often personas are used to describe customer or user segments. Creating personas can lead to new insights who your customers really are and why they are using your products or services. Personas help to give a team a shared understanding of their customers and are a valuable basis for journey maps and stakeholder maps, as well as many other tools.

The persona editor fields

Name and demographics

Choose a name that reflects your persona’s heritage and social environment. Try to make it real – your team might have to live with this name for longer.

Short facts

Age and gender help to specify your persona further, initials are a short name for easy overview in complex maps.

Portrait Image

Use an authentic photo that expresses your persona’s character.


This could describe your persona’s attitude in one sentence. Ask yourself: What would help team members to empathize with this fictional person?


There is not one recipe to describe a persona. Use this field for further stories and characteristics. What does a typical day look like? What are favourite places to go? Add additional description fields as needed, such as past experiences, expectations, education, hobbies, etc.

Mood images

Enrich your persona with contextual photos of their lifes. How does their home or work place look like? What’s in their purse? What are their hobbies?

Icon and color

For easy orientation on other tools, pick a matching icon and colour. The small stripes on the icon mark that this is a persona – other than a simple stakeholder with no further characteristics.

Katharina takes care of marketing and communications at More than Metrics. With her background in business and psychology she loves both logical as well as empathic thinking.
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