Persona canvas

“Who are we doing it for?”

Goal

Really empathize with the end user.

Fact sheet

• Duration: 30 – 45 minutes
• Complexity: 3/5
• Group size: 2 – 5 participants

Introduction

The persona canvas can be used to give an end user a face and name.
This makes it easier to put yourself in the shoes of the end user. A
persona reflects characteristics of the end user and their needs.

When do I use this canvas?

You use the Persona Canvas in the Understanding phase when you understand the needs of the
end user wants to map. You can fill in what you know at the start of the phase
and then supplement it further based on research. Before you move on to the phase
Experimenting should complete your persona.

1. Before the work session (yes, you the facilitator!), make sure you have the Assumption Map
   You have printed out canvas on at least A1 size, that you have markers and post-its.
2. You apply this canvas immediately after the opening. Or stronger: you make it the opening.
3. Provide a good space. This can be done offline, physically (a good place with
   sufficient light and space) and online (e.g. in LucidSpark). Make sure it
   canvas in A2/A1 hangs on the wall, draw it large on a whiteboard or put it
   already ready in LucidSpark. Make sure you have enough markers and post-its (offline). And
   of course a fun, positive and safe atmosphere!
4. Start with the personal information and the photo. Now the persona already has a name and
   sight.
5. Then describe the context of the persona, where does the persona work, what does it do there,
   what are the issues that the persona has to deal with and what does the persona think
   important?
6. Then describe what the needs and frustrations are. What makes the persona happy
   and what frustrates that person in what they have to do and its context? Get this
   often from desk research (e.g. what do we already know in the organization?) and from interviews (the
   common thread that respondents give us).
7. Then describe the specific features. These are, for example, skills, competencies or
   attitudes that are specifically important with regard to the context and needs
   and frustrations.
8. Then describe which channels the persona uses. Where can you get in touch?
   with the persona. Which channels are important in the context of the persona?
9. Finally, describe a quote that characterizes the persona. This would make sense
   that you may have heard during the interviews.