Fictional characters typical of your target audiences and based on research findings

Why do we create personas?

Personas deliver:

  • True representations of your target audiences based on real evidence
  • An easy-to-understand summary of customer goals, behaviours and motivations
  • Powerful (yet simple) guidance for all digital experience planning and design decisions
  • A way of empowering your staff to focus on customer needs

What ?should be in a persona?

Personas take a variety of shapes and sizes with most containing a name and photo, alongside:

  • Goals - What users are trying to achieve, such as tasks they want to perform
  • Behaviour - Online and offline behaviour patterns, helping to identify users' goals
  • Attitudes - Relevant attitudes that predict how users will behave
  • Motivations - Why users want to achieve these goals
  • Business objectives - What you ideally want users to do to ensure business success

The process of creating a persona

What should you do with personas?

The purpose of personas is to communicate user research findings in an easy-to-understand format.?We usually put up posters of the personas (or even create cardboard cutouts) after introducing them to your teams for the first time.

We'll work with you to make sure that consulting your personas becomes integrated into your strategy and design processes. Long-term, we'll get you to the point where you're considering your personas' needs without even thinking.

When is the best time to create personas?

The first stage in any user-centred design process is typically to conduct user research, helping us to learn all?about your users and their behaviour, attitudes and needs.?Personas communicate this rich data to your teams.

Like what you see?

How exciting, let's get started

Our end-to-end UX process

  • Cultivate

    We transform businesses to embed innovation and customer-centred thinking

  • Investigate

    We carry out research to understand your customer needs

    You are here

  • Innovate

    We disrupt industries with new digital products and ways of working

  • Accelerate

    We design to re-imagine and optimise digital (& non-digital) experiences

Tools we use to investigate

We carry out research to understand your customer needs

  • Usability testing

    One-to-one research to understand how end users actually interact with your digital touchpoints

  • Google Analytics & data analysis

    Insight to highlight how users are interacting with your website and digital touchpoints

  • Market & competitor research

    Research and analysis into the external factors that affect your organisation

  • In-depth interviews

    One-to-one discussions to get truly inside your customers' minds

  • Diary studies

    Detailed insights into real-time behaviour and feelings, recorded as they occur

  • Focus group research

    Facilitated group sessions to understand your customers' thoughts and behaviours

  • Guerrilla research

    Faster, cheaper and less formal research with customers wherever they might be

  • Card sorting

    Research method to organise the content and navigation of digital touchpoints

  • Ethnography

    Shadowing your audiences in their natural environment to gain in-context insights

  • Personas

    Fictional characters typical of your target audiences and based on research findings

    You are here

Are we right for each other?

  • We'll set you up for a digital world We innovate, do training, change cultures, and design products and services to transform business performance

  • We spend a lot of time with your customers We use insight to drive all decision-making, helping you build deep and meaningful customer relationships

  • Collaboration is in our DNA We’ll take you on the journey with us, collaborating throughout to gain the highest levels of stakeholder buy-in

  • We'll get you from A-B, fast Our heritage as a UX agency enables us to work in an agile way, facilitating rapid innovation and problem solving

  • We really know what we’re doing We've been doing experience design, UX, service design and digital transformation for ages, before they became buzz words

Don't take our word for it, see how we investigate in action

  • SSE

    User experience partnership shapes rapid digital transformation

  • Dulux

    Multi-award winning augmented reality app helps sales increase by 65%

  • Public Health England

    Service design to integrate health apps into the NHS, changing how care is delivered nationwide


    Ongoing program of research to help users more easily plan holidays

Course basket x


Price per place

Add another courseCheckout

Pay now by credit card or later by invoice (invoice payments only possible if all courses are 3+ weeks in advance)