Persona Diagram

Persona Map (filled)


Use this template to focus on the person you’re designing for to understand their needs better as they use your product/service.


Creating a persona map is one of the most important aspects of effectively targeting your principal user is, starting with a clear understanding of who they are. The persona map helps do that effectively by breaking down their demographics, identity, goals, and frustrations. In the above example, we look at some of the factors that make up the principal user of an online whiteboard service.


When looking at the user’s demographics and identity, you want to get as specific as possible. Where applicable, this should always be informed by real customer data, not their specific name, but their loose or aggregate demographics. This goes for their goals and frustrations as well. If you make it as specific as you can, you will have an easier time targeting similar users in the future.


  1. Name/Identity: In order to build empathy for your principal user, you must create an identity for them. This section will hold their name and identity. Ask yourself: Who is my principal user? What do they like? Are there any existing customers I can model this example user on.
  2. Demographic: The dempgraphic section is where you expand upon the details listed in the identity portion. In the dempgraphic quadrant you want to like what role your persona works in, what kind of company it is, and if they use your product/service as part of a team. These details will break down what user base will be most suited to your tool.
  3. Goals: The goals section focuses on the tasks that your persona seeks to accomplish and what motivates them to use your product/service. Ask yourself: What is my persona generally trying to accomplish? What steps to they take to meet those goals? What about my product/service enables their success?
  4. Frustrations: This is the opposite of goals and where you should document the pain points your persona experiences. These could be specific tasks they struggle with, overall experience flaws, or any other difficulties they experience. When filling this portion consider the direct feedback you’ve received from users about their experience and how it can be improved.

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