First, create a profile for your customer including a name, job description and demographic background. Then, define the problems, needs and profit-creators of your Persona. Ask yourself which of them you want to solve or create. In the next step, define your Persona’s beliefs and values: What is your Persona’s opinion on a certain topic? How does she feel? Lastly, derive your products’ solutions from your early findings.

The Persona is a composed character that combines your knowledge and assumptions about the target customer. These assumptions will be tested afterwards to hone the profile of your Persona and, thus, your customer.

• Focus on the important parts, like the needs and pains of your Persona and not on hair colour and hobbies.
• In most cases, you have more than one Persona. But don‘t create too many of them. Remember: Less is more.
• Print out your Persona and keep it next to your desk or in your project room as a constant reminder for whom you are doing your project.