In order to create valuable software you need to know your customer. There’s where the “Personas” come in.

But first, what is a persona?

A persona is almost like a character based on real-person interests that are very common. We create a stereotype of a person that can be a client for a certain product.

Imagine you have a product designed mostly for single mum’s in the age of 40. You already know who’s gonna buy the product cause you already thought about this matter before. The persona.  Easy to understand right?

But, do we need them?

Personas are beneficial of course. They help you and your team to figure it out who the client is. Personas create empathy by showing a human “face” and giving an anonymous entity a name and a background.

They are a very important part of a product’s narrative.

Designing a Personas Template

For the design of a persona you’ll need:

  • A photo
  • Biography (Where it contains basic info like Age, Name etc.)
  • A quote ( To provide a sense of personality)
  • A company (Name, size and industry)
  • An identifier (Something that can make the persona different from all the others)
  • The context: Where will the application be used?
  • A goal : Why is that persona buying our product?
  • A journey: To achieve the goal what will the costumer do?
  • Motivations/inhibitors

Additional questions:

  • The persona’s relationship with other products/brands
  • The persona’s previous working experience
  • The persona’s most significant failures in previous jobs or projects
  • The persona’s career plans.

Your team should follow an easy process to choose the persona that actually fits. How?

First start by dividing the large group into smaller groups of two to four participants each, to introduce your organization’s persona template.

Now ask every group to create “their” persona. Set the time-box to 20 minutes. After the 20 minutes, all groups shall present their persona drafts by telling that persona’s compelling story, then compare all the different personas and identify patterns.

Now It’s time to make your persona real.


  • Print its LinkedIn profile on a poster and put the poster up in a good spot.
  • Use the persona’s name in daily team discussions.
  • Based on the persona, reassess both the product roadmap as well as the product backlog regularly.
  • And most importantly: validate the persona during user interviews.