1. Demographics

Fill in the basics first, using any insight or ethnographic information you have about real users. Draw a sketch of the individual or attach a suitable found photo, and give them a name.

2. What do they enjoy?

What is the most satisfying aspect of their job? What are their leisure pursuits? What do they like to watch on TV? Whose company do they like to keep?

3. How would you describe their character?

Do the like being the centre of attention or do they prefer to blend into the background? Are they selfish or do they put others first? Are they always highly strung or consistently chilled out?

4. What are their goals?

What are they motivated by? What are they aiming for in the medium or long term? What would they do if they won the lottery? How ambitious are they at work?

5. What distinguishes them from others?

Do they have any quirks that are interesting? Do they belong to any particular social ‘tribes’ or societies? Do they have any defining attitudes or behaviours?

6. What keeps them awake at night?

What problems do they have? What causes them stress or annoys them about everyday life? What are their major worries?

7. What attitudes does our persona have about the product or service we’re innovating?

What do they think works well and what is frustrating for them? Does our persona have any specific unmet needs?

8. Mark on your persona…

Mark on the scales where your persona sits. Are they more optimistic or pessimistic? Conservative or liberal? An introvert or an extrovert? More of a planner or an improviser?