One sheet per persona. Mark every line K (known from research) or G (guess).
DEMOGRAPHICS SHEET
Persona name:
Role in product: user / customer / both
Age range:
Country and city type:
Main language:
Devices and share of use:
Internet quality:
Job or study status:
Income band (low / middle / high):
Tech skill (low / medium / high):
Tools they use today:
Goals (top three):
Fears (top three):
What they say (one real quote):
How they find new tools:
Who influences their choice:
Willingness to pay (none / small / medium):
Sources and date:Filled example: Maya, the commuter (fictional)
Persona name: Maya, the daily commuter
Role in product: user and customer (she pays herself)
Age range: 25 to 35 (K)
Country and city type: large city (K)
Main language: English and Spanish (K)
Devices: phone 80 percent, laptop 20 percent (K)
Internet quality: mobile data, good (K)
Job or study status: office worker (K)
Income band: middle (G)
Tech skill: medium (K)
Tools they use today: a plain reusable cup she often forgets (K)
Goals: 1) less waste; 2) no dirty cup in the bag (K)
Fears: 1) hidden fees; 2) cups that are not clean (K)
What she says: "I want to do the right thing, but I always forget
the cup at home." (K)
How they find new tools: friends, social media (K)
Who influences their choice: colleagues (K)
Willingness to pay: small monthly fee (G)
Sources: five interviews, a 30-person survey (fictional)One-page persona
When the sheet is done, write the persona in a few lines: who she is, what she wants, what stops her, how you help, when she pays and how you know. Write one for each main user and main customer. Two to four personas is normal.
Maya, 29, commutes by train and buys coffee twice a day.
She wants less waste but forgets her cup.
What stops her: dirty cups in the bag and hidden fees.
How we help: swap a used cup for a clean one at any partner cafe.
She pays when the first month is free and cancelling is easy.
We know because 4 of 5 interviewees said they stopped carrying a cup
within a month.Add a second persona for the other main person. For TrailMug that is Leo, a café owner who accepts returns and receives a monthly fee.
