Published on March 2, 2019 by

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To create profiles of the potential service users


Personas show the different types of users who will use the new service


30 Minutes


Large paper, visual material (photos, magazines or Internet pictures), markers


In Small Groups

Image courtesy of Service Design Tools, click here to visit


A Persona is a character which is created to represent user research in an easily understandable way. Each persona should bring together lots of information about similar people into one character that represents a group of users. Personas can include the following useful information: name, age, occupation, where personas live, what personas do in their spare time, what hobbies or interests personas have, what the persona’s needs are, and so on. To make a persona, gather lots of photos and quotes collected from your user research, as well as pictures from magazines or the Internet. Stick or write all of the information on a large piece of paper, using a different sheet of paper for each persona, and give your persona a name to help you remember them.


  • Personas, Service Design Tools, access at
  • Methods – Persona, Designing with People. Org, access at
  • Cooper, A. (1998) The Inmates Are Running the Asylum, Why High Tech Products Drive Us Crazy and How to Restore the Sanity, Sams Publishing, Indiana
  • Long, F. (2009) Real or Imaginary: The effectiveness of using personas in product design, in Proceedings of the IES Conference 2009, Dublin
  • Cooper, A., Goodwin, K. (2009) Designing for the Digital Age: How to Create Human-cantered Products and Services, John Wiley and Sons
  • Pruitt, J., Grudin, J. (2003) Personas: Practice and Theory, in Proceedings DUX ’03, New York, USA


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