How to organize and compare personas

Overview

TheyDo gives you a few ways to organize and compare your personas — through saved views in the library and the persona matrix, a 2×2 segmentation canvas for side-by-side comparison. This guide explains both.

Before you start

• You need persona edit permission to create or edit a matrix.
• The persona matrix is available on paid plans. Free workspaces see a sample matrix with an upgrade prompt.
• The matrix view is currently only available in the legacy Personas layout. If you don't see the Matrix option in your layout switcher, your workspace may be on the newer Personas library experience — contact support if you're unsure.

Organizing personas with saved views

Saved views let you save filter and layout configurations so you and your team can quickly switch between different slices of your persona library.

1. Go to Personas in the main navigation.
2. Apply filters using the filter bar (category, status, type, owner, tag groups, and more).
3. Choose your preferred layout — Table or Grid.
4. Click Save view (or the equivalent save option) to give your configuration a name.

Saved views appear as tabs at the top of the Personas library. Anyone on your team can switch between them.

Comparing personas with the matrix

The persona matrix lets you place personas on a 2×2 grid across two custom axes — useful for segmentation discussions and strategic alignment.

Creating a matrix

1. Go to Personas in the main navigation.
2. Switch the layout to Matrix using the layout switcher.
3. Click Add matrix.
4. Enter a title for the matrix (required before saving).
5. Define your two axis labels and add an optional description.
6. Assign up to one persona per quadrant slot using the persona picker.
7. Click Save 2x2 to save.

Editing an existing matrix

1. Open the matrix view in the Personas library.
2. Click the edit icon on the matrix you want to update.
3. Make your changes and click Save 2x2.

Only one matrix can be in edit mode at a time.

Deleting a matrix

Open the matrix's actions menu and select Delete. This removes the matrix entirely but does not delete the personas themselves.

Tips

• You can have multiple matrix views in the same workspace, useful if different teams use different segmentation frameworks.
• The matrix is view-only for users without persona edit permission — they can see placements but can't move personas around.
• If you're not sure how to set up your axes, think about the two dimensions that most influence how you design for different customer types — for example, digital maturity vs. purchase frequency.