User Persona Map

An easy-to-use tool based on fictional characters that represent the different groups of customers that will use your product or service.

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User Persona Map

What is it for?

An easy-to-use tool based on fictional characters that represent the different groups of customers that will use your product, service or engage with your business.

Tip: A great way to build your user persona map is to have done a little research on them and then place a picture that represents one of your customers.

When to use it:

Use it when you want to build a product, service and business that answers your users’ needs, experiences, behaviours and goals. Use this tool to design solutions that are useful, desirable and valuable to your target audience.

Who's this for?

Product heads, entrepreneurs and innovation teams who want to understand their users’ needs and build a solution for them.

How to Use

Print the User Persona map

Gather information about your target audience (from user interviews, surveys or your web analytics). Then segment your target audience into persona groups so that each customer segment is properly represented. For example, a customer segment like the high-income earners will be represented with one persona while low-income earners are represented with another persona.

Once you have segmented your target audience, fill in the basic information like name, photo, quote, age and occupation.

Next, clearly state the persona goals. Stating the user goals shows you immediately if your goals align with that of your target audience.

Based on what you learnt about your users during research, fill in the motivation and frustration segments, fill in the user’s motivations (e.g. social status, comfort, financial security etc.), and their frustrations (e.g. late delivery, poor customer service etc.). This helps you find areas you can leverage to win their loyalty.
You can repeat this for the other segments, in separate persona maps.

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