What is a persona?
Overview
A persona in TheyDo is a customer archetype — a named, structured profile that represents a group of users with shared goals, behaviors, and characteristics. Personas help teams keep their work grounded in real customer context and make it easy to see whose experience is being shaped by each journey, insight, or opportunity.
What personas are used for
Personas act as a shared reference point across your workspace. Once created, they can be linked to journeys, insights, opportunities, solutions, metrics, and goals — making it easy to filter and understand your work through the lens of specific customer segments.
Teams use personas to:
- Define and align on who their customers are
- Segment journeys and building blocks by customer type
- Filter the Insights Library, Opportunities Library, and other views by persona
- Compare personas side-by-side in a matrix view
What a persona contains
Each persona record includes:
- Profile fields — name, avatar, cover image, color, and ownership
- Categories and tags — for classification and filtering
- Description — a rich text summary of who this persona is and what they're trying to do
- Traits — scored personality or behavioral attributes (for example: Openness, Extraversion, Conscientiousness)
- Needs — what this persona is looking for from your product or service
- Jobs to do — the tasks or goals they're trying to accomplish
- Bio — additional background or context
- External links and attachments — supporting research or documentation
- Details tab — all of the above, plus comments
- Journeys tab — the journeys this persona is linked to
How personas connect to the rest of TheyDo
Personas are designed to be linked across your workspace:
- Journeys — attach a persona to a journey to represent the customer segment being mapped. A journey can have multiple personas, and a persona can appear across multiple journeys.
- Insights — link a persona to an insight to show which segment a finding applies to.
- Quotes — attribute feedback from the Data Hub to the right customer segment.
- Metrics — scope measurements by persona to track performance per segment.
- Experience curve — when personas are linked to a journey, the experience curve can show a separate mood line per persona (Individual view) or a combined average (Aggregated view), making it easy to compare how different segments experience the same journey.
Where to find personas
Personas live in the Personas section of the main navigation. From there you can browse all personas in your workspace as a table or grid, create new ones, filter by category or tag, and open any persona for editing.
Personas also appear inline across the product — on journey canvases, in insight and opportunity properties, and in filter panels throughout the workspace.
Tips
- Personas are workspace-level records, meaning they're shared across all journeys in your workspace.
- You can share a persona as a public read-only link with external stakeholders — no TheyDo login required.
- Editing personas requires persona edit permission. Viewers can browse and read but not modify.