Creating Personas For Dummies

The design principles presentation, as its supposed to do, introduced many essential topics that every designer need to know. Thanks to all the team members for their valuable efforts.

I wouldn’t be able to talk about all the topic that they mentioned. In this blog I would like to focus on one of my favourite things to do: creating personas.

Just to recap, what are personas? They are fictional — but not too fictional- characters of your perfect customer. Let me explain; it is fictional in a sense that you are not describing a specific individual, but it tells you what your real customers are thinking and doing when they find themselves in a situation that needs a product or a service that you provide. It helps you better understand their journey so you can build and advertise your product efficiently.

Personas can do wonders for your company. Krux, the giant data agency says “With personas, businesses can be more strategic in catering to each audience, internalize the customer that they are trying to attract, and relate to them as human beings.”[3]

Isn’t that exciting?

So these characters are not just description of your customers, it’s a study to understand why and how they decided to do business with you.

So how many characters do you need? Most will say three to five is the right number, small but divers enough to accurately represent your potential user.

When creating a persona, there are few important things to keep in mind:

First of all, try to understand what caused that individual to buy something from you? This is very important and it should take careful studying of your buyer’s behaviour. If you sell bottled water, you can’t just say “my customer was thirsty, so he bought water” you need to understand why he was thirsty. Was he exercising or was he a street worker? Was he walking his dogs or was he running a marathon? Each of those would have a different marketing strategy so make sure you get this step right.

Next, define the benefits that your buyer gets by purchasing your product. Where they able to run longer? Walk their dogs more comfortably? Think about the specific impact that your solution offers.

Next, think about the customers who decided not to do business with you and ask why. Was it because the water weren’t cold enough? too cold? not enough brands selection? Another store nearby sell better tasting brand? Cashier line is too slow? Bad online review?

Last advice I have is to think what makes you special? Why did that customer chose to do business with you instead of other providers? Do you smile and greet each customer making their experience more pleasant? This will help you make the best marketing decisions later on.

After you do all that research, we finally get to the fun part. Creating our personas.

Poorly constructed persona. “The Faizan” character is missing a lot of information.

Based on the information you gather from research, get into character and start answering the following questions as your first personas:

What is your name?

Where do you work?

What exactly do you do there?

How old are you?

Male or female?

How much do you make?

What’s your professional background?

Why did you do business with us? (needs, motivation, interests, goals)

Feel free to write as many details as you can come up with. One of the most common mistakes is not providing enough details in a persona that help us find the motive, the story, and buyer’s journey.

The layout of the persona information depends on the amount of details you created. It must be organized in a logical, easy to read format.

There are more to personas than what’s in this blog, however the information above should give you a solid foundation for your first persona.

What do you think are good personas for the store that sells water bottles we mentioned earlier? make up something, share it here, and have fun.


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