Template
Persona (evidence-based)
A one-page summary of a user group, built from research, with the evidence cited.
Persona
Personas must come from research. Every statement below should link to evidence (interview numbers, survey results, analytics). If you have no evidence, call it a proto-persona and treat it as a set of assumptions to test.
Name and short label: (for example "Busy parent booking after-school activities") Based on: (for example "7 interviews, March 2026; support tickets Jan to Mar")
Context
Where, when and how do they encounter the problem?
Goals
What are they trying to achieve? (Use their words where possible.) - -
Behaviours
What do they actually do today? Include workarounds. - -
Pain points
What gets in the way? Rank by severity. 1. 2. 3.
Needs from a solution
- -
Quotes (with permission)
""
Evidence
| Statement | Source |
|---|---|
What this persona is not
List assumptions people often make about this group that your research did not support.
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# Persona > Personas must come from research. Every statement below should link to evidence (interview numbers, survey results, analytics). If you have no evidence, call it a proto-persona and treat it as a set of assumptions to test. **Name and short label:** (for example "Busy parent booking after-school activities") **Based on:** (for example "7 interviews, March 2026; support tickets Jan to Mar") ## Context Where, when and how do they encounter the problem? ## Goals What are they trying to achieve? (Use their words where possible.) - - ## Behaviours What do they actually do today? Include workarounds. - - ## Pain points What gets in the way? Rank by severity. 1. 2. 3. ## Needs from a solution - - ## Quotes (with permission) > "" ## Evidence | Statement | Source | |---|---| | | | ## What this persona is not List assumptions people often make about this group that your research did not support.