Template and Instructions

Hard Facts

  • Working Model: discover
  • Importance: 4/5
  • Workload: 2 hours


You are not your future customer. But you can change your perspective and develop empathy for your customer by seeing the world through his eyes with the help of a Persona.


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.

Tips from w_39

  • 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.
Generate Mural
With Instructions
Blank Template
Mit Anleitungen
Leeres Template

Value Adds

Deep Dive in the World of Innovation

(Board of Innovation)

Design A Better Business

Patrick Van Der Pijl
Justin Lokitz
Lisa Kay Solomon
Erik van der Pluijm
Maarten van Lieshout

Digital Innovation Playbook

Dark Horse Innovation

Business design playbook

Board of Innovation