Use this template to gain a deeper understanding of your stakeholder’s or customers’ mindset, needs, and goals within your team or for your product.


  1. Begin by writing the identity and name of your “persona” or ideal customer. Try and most accurately represent the people you’re trying to target. This step helps create empathy for your persona.
  2. Demographic Details: Document the details about your persona’s job, education, background, location, etc. These details should flesh out the identity written in the first space.
  3. Behaviors and Actions: Add some details about how your persona operates in relation to your product/service. What actions do they take? What tasks do they do in order to use the product or service successfully?
  4. Needs and Pain Points: Write down the core reasons the persona uses your product/service. Why do they need it? What about it makes them struggle?