Personas should be created based on qualitative research with actual customers to gain insights into their behaviors, goals, and needs. Personas should represent common customer types rather than every individual, and include key insights rather than just demographics. Companies should establish processes to share personas across teams and regularly refine them.

1. 1
Create personas from
insights gathered
from qualitative
research with actual
customers.
Created by: Katrina Berlin Benco, Principal User Experience Architect
Learn how you can create and share personas,
journey maps and more using UX360.
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Copyright © 2016 Tandemseven
4
Create composite
characters with common
behaviors and values
rather than representing
every customer type.
Ensure your personas
represent customers and
scenarios you need to
understand and design.
3
5Establish a sharing and
governance process so
personas are shared
across the company
and regularly refined
and used.
Include key insights
about behaviors, goals
and needs, not just
personality traits and
demographics.
2
for
creating
better
PERSONAS