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How To Build A Persona

May 31, 2018 By Mark Proctor

Do you know your customer – I mean really know your customer?

Startups are often keen to skip or shortcut customer discovery. Lets build a product and push it on to users and hope for the best. You then overlook their actual customers need and end up with a product that doesnt resonate with a need in the marketplace. By going through discovery early on – before high fidelity prototypes are built, gives us a greater chance of success.

Personas are representative, fictional examples of potential customers compiled from multiple interviews. One of the most important aspects of personas is that they are based on actual users. Often you will need to create multiple personas in order to represent your different user types.

Demographics

Age: 30
Job title: Head of Logistics
Family status: Married
Location: London

“A quotation that captures users pain” – point what value he seeks

Bio

Paragraph to describe user journey and his background

Goals

Task that needs to be completed
A life goal
An experience to be felt

Tasks/Process

Current process to reach goal
Process might be a manual hack or using a solution

Frustrations

Challenges user would like to avoid
An obstacle that prevents the user achieving their goal
Problems with the available solution

Motivations

List of motivations

Incentive
Growth
Social
Fear

Touch points

Google Ads
Facebook
Instagram
Pinterest
LinkedIn
Email
Referral

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