Developing Customer Personas

Customers have different needs, different expectations and respond differently to identical products and services.

It is therefore vital that before embarking on Journey Mapping, customer research or Service Design that you define what types of customer are in scope.

Unlike customer segments Personas are not defined primarily by hard metrics like age and purchase recency but are defined by needs and expectations.  They are detailed descriptions of fictitious customers who are typical of real customers drawing upon research and other insights.  They are designed to bring these different types of customer to life for your staff so that they can better empathise and understand them and design experiences and content that better meet their needs.


A company can have different Personas for different projects, for example when thinking about lead generation and sales, one set of Personas may be relevant. However when talking about the customer service or complaints part of the journey a different set of Personas is likely to emerge.

We can help Clients quickly develop personas for a project, we start with existing web analytics, segmentation, research and data analysis. We distil this data and work with staff who span the customer journey or service in question to then use their experience to add depth to the personas.

We use this to produce a series of sketches and a 2 by 2 grid.