Design Thinking & Innovation

Persona Builder

Describe a typical user with a name, background, goals, frustrations and a quote, in a form you can print and share.

How to use this worksheet
  1. Base the persona on research: interviews, support tickets and analytics, not imagination.
  2. Fill the basics, then the goals and frustrations. Keep it to what influences design decisions.
  3. Add a quote that captures their attitude, ideally from a real interview.
  4. Print or share it and use it as a test in discussions: "Would Sarah do this?"
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A short story: life situation and what matters to them.

Prompts and example

Example

Sarah leads a team of four in a mid-size company. She is measured on results, not hours, and always short on time.

What does this person want to achieve?

Prompts and example

Example

- Save time on routine tasks - Be seen as a strong leader - Leave at 17:00 more often

What gets in the way?

Prompts and example

Example

- Too many tools to manage - Data in different places - Little time for research

How do they act in relevant situations?

Prompts and example

Example

- Checks e-mail first thing in the morning - Prefers mobile apps over desktop - Researches extensively before buying

Products and services in their daily life.

Prompts and example

Example

Slack, Notion, Google Calendar, iPhone

A sentence that captures their attitude.

Prompts and example

Example

"I do not have time for complicated tools. It needs to just work."

Before you finish

About personas

Personas were introduced by Alan Cooper as archetypes of users, built from research. They help teams argue about a specific person instead of "the user".

Keep the number small. Two to four personas are enough, and each should differ in goals, not only in age and job title.

Recommended reading

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