• not a stereotype but an archetype
• should be based on research and evolve over time
• help teams get on the same page and build empathy with users

What to include

• portrait image
• name
• demographics (beware of stereotypes!)
• a representative quote
• mood images — persona in their natural context
• description — characteristics, attitudes, skills, needs, expectations, tech-savviness
• statistics — summarize relevant quantitative info
• template: Persona Canvas

Archetypes

• focus more on behavior rather than demographics
• not a single character but a pattern