Most persona work sits at the surface — job title, age, a vague pain point. It looks thorough. It changes nothing. This template goes to the root. Who they are, what function they play, what actually drives them and then the deeper layer: what outcome they’re really reaching for and why it matters to them. Two sections. Six fields. The depth of insight that separates generic experience from experience that genuinely resonates. Build personas that your team actually uses, because they’re built on something real.
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Use it during or immediately after customer research, interviews, observations or feedback sessions. Start with Who They Are Capture profile, function and what drives them. Then move to What They Want & Why, what outcome are they reaching for and what’s the deeper reason it matters. One template per persona type. The difference between the two sections is where the real insight lives.
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Captures the behavioural and emotional depth that demographics never reach.
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Gives your team a shared, evidence-based picture of who they’re designing for
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Turns customer research into decisions, not documents nobody opens