A Persona helps you to better understand and visualize a specific user group. It is a fictional character that describes the personality, interests, pains, goals and behaviour of a user group. With a Persona, it is easier to make deliberate decisions about developing and targeting your idea or solution direction. Personas can also be used when your user group is not a person but a business. A custom template is made for a business: the Organisata.

Time

2 hours

Complexity

Target group

Startup

Download tool Download tool and explanation

Tips for use

You can easily use the tool yourself. Often it is effective to use the tool in a group, for instance with a group of stakeholders. It does not require help from an expert.

Use the template that is applicable by choosing between the
Persona and Organisata. For a better understanding of the tool, take a look at the example of Carol as a Persona and the example of Retimed for an Organisata.

How to use

First, choose if you want to make a Persona or an Organisata. If your user group consists of people, create a Persona. If your user group are businesses, create an Organisata.

Persona

A Persona is a typical person that represents a specific user group. You can have several representatives, for creating a Persona select just one. To create a lively Persona, start by adding a picture of a person and give your Persona a name. From all the data collection and insights you gained during the interactions with the user group, filter out the following aspects:

Personal characteristics: give your Persona characteristics like a name, age, gender, occupation, marital status, location, etc.
Personality: what is the personality of your Persona? Is (s)he introverted or extroverted? Does (s)he make well considered decisions, or does (s)he use his/her intuition?
Quote: what is the motto of your Persona?
Goals: what does your Persona want to achieve or live for?
Frustrations: what are the reasons why your Persona is unhappy or what aspects is your Persona missing in his/her life?
Bio: what are the important aspects that are typical for your Persona?
Interests: what hobbies and passions does your Persona have besides his/her job?
Preferred channels: what are typical channels that your Persona uses? Such as e-mail, social media, etc.
Brands: what are typical brands that your Persona buys and is loyal to?

Organisata

Just like the Persona, the Organisata helps you to process the Data and insights that you have about a specific group.
To create a lively Organisata, start by giving your Organisata a name. From all the insights, you gained during the interactions with your target market, filter out the following aspects:

Company profile: give your Organisata realistic characteristics like a name, sector, products & services, location, size, etc.
Offering: with what products or services does the Organisata create value for its customers?
Mission: what does your Organisata stand for
Goals: what does your Organisata want to achieve?
Frustrations: what are the reasons why your Organisata is unhappy or what are aspects she is missing?
Target group: who are the customers of your Organisata?
Channels: which channels does your Organisata use to encounter others?
New trends and developments: what are the trends and developments in the market in which your Organisata is active?
Threats: what are the threats in the market in which your Organisata is active?