Persona

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

Include

• portrait image
• name
• demographics (beware of stereotypes!)
• quote! (e.g. what would represent that persona well)
• mood images - personas in their natural contexts
• description - characteristics, attitudes, skills, needs, expectations, tech-savviness, ...
• statistics - summarize relevant quantitative info
  Templates
• good one from https://www.designabetterbusiness.tools/tools/persona-canvas

Archetypes

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