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