Personas overview
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In this article:
What is a Persona?
Personas are fictional characters that represent the different user types that might use your service, product, site, or brand in a similar way. Creating Personas allows teams to agree on and refer to different customer types using a shared language. It provides a deep understanding of why customers do the things they do and what they expect from your organization, by distinguishing how different types of customers experience journeys.
To create reliable and realistic representations of your key customer segments, be sure to:
Focus on customer needs, jobs, and motivations rather than just demographics
Target the full range of customer needs by including both ‘regular’ and ‘extreme’ personas
Try to limit the number of personas that can be applied throughout your customer lifecycle (less is more)
TheyDo centralizes all of your Personas in a Personas Library. This is where you can create and organize Personas, grouping them into Persona categories or market segmentations.
Organizing Personas
Persona categories
Persona categories are tags for your Personas. They’re helpful when you have various Personas that fit within the same group, often based on roles or stakeholder types. For instance, you could use categories to differentiate between generations such as Baby Boomer and Gen Z, B2B and B2C audiences, or internal (employee) versus external (customer) stakeholders.
To create a Persona category, open a Persona, click on 'add categories,' and define a new category or Persona. This will also create a tag with which you can tag this Persona across your journeys. Only admins can create new categories.
Persona matrix
You can create market segmentations to show how Personas relate to each other by placing them in a classic 2x2 matrix and defining important distinctions. For each grid, you can add a title, description, and custom axes to provide more detailed information. The matrix can be found in the top right corner of your Personas overview.
Managing Personas
When creating a new Persona or editing an existing one, a Persona card will open up in the side panel where you can view or edit the properties. The more depth you add, the better your teams will be able to empathize with your Personas. Define your Personas using the following properties:
Basic
Title: give your persona a simple a name
Header image: add a visual to your persona
Description: write a description of your persona
Categorization: add a category to your persona so that you can ‘group’ your personas
Creator: timestamp the creation of a persona
Color: change the color of your persona
Comments: use these to @-mention or comment
Extra properties
Personality traits: add traits you can score on a 5 point scale
Interests: interest tags
Brands: brands that the persona likes
Needs: the Persona’s most important needs
Jobs: the Persona’s most important jobs
External links: links to other places, for example to other dashboards
External files: documents related to the persona, such as persona overviews or dashboard screenshots
Move, duplicate, share, or delete
Click on the three dots in the top right corner of the Persona card to move, duplicate or delete a persona.
Click on the arrow button in the top right corner of the Persona card to share the Persona with others. Anyone with the link will be able to view the Persona.