Design thinking resource
Evidence-based fictional characters that represent meaningful patterns within a customer segment or user group.
A persona is a fictional character representing a particular customer segment or user group. Personas help organisations understand their intended customers and keep their needs and wants present while products, services and experiences are designed.
They turn recurring research patterns into a relatable reference, helping teams see customers as people with motivations, goals and constraints rather than as demographic data points alone.
Personas are typically based on user research such as interviews, surveys and observation. This evidence is synthesised into a profile that embodies important behaviours, motivations, goals and characteristics of a customer segment.
A persona may include relevant details about circumstances, occupation, education, family status, values or interests, but only when those details help explain needs and behaviour. A persona should not be built from stereotypes or invented decoration.
Personas can guide decisions about design, features and functionality, and can also inform marketing and customer service strategies. They are useful across healthcare, financial services, retail, technology and other contexts where organisations want to design for customer needs rather than merely respond to requests.
A persona is not an exact representation of every individual within a segment. It is a tool for empathy and informed decision-making. Personas should be reviewed and updated as new research emerges so they remain relevant, credible and accurate.
Put the method to work
Use interviews, observation, surveys and other research to understand people in context.
Identify recurring behaviours, motivations, goals, needs and constraints across the evidence.
Create a focused character that communicates the pattern without adding irrelevant or stereotypical detail.
Use the persona to test decisions, then revise it whenever new evidence changes the team’s understanding.
Why it matters
Keep design, feature and service decisions aligned with the needs of intended users.
Give multidisciplinary teams a common, human reference for discussing research and priorities.
Inform marketing and service approaches that speak more directly to distinct needs and motivations.
Create a living research artefact that can evolve as the audience, context and evidence change.
Continue exploring
Place this method back within the broader 5E Design Thinking Framework and continue developing your understanding.