Persona Template

Persona Template

Personas are a powerful technique to capture our knowledge about the users and customers of a product. But some persona descriptions are too detailed and bloated; others lack important information. Roman’s persona template is simple yet effective: It helps product managers and product owners create powerful personas that contain the right information; and it is optimised for Lean Startup and Scrum, where starting with provisional personas is often the right approach.

The template captures the persona’s picture and name; the persona’s details including demographics, lifestyle, and job-related information; and the persona’s goal: the benefits to be achieved or the problems to be solved, and the reason why the persona would want to use or purchase the product.


I discuss personas in Strategize: Product Strategy and Product Roadmap Practices for the Digital Age. While the discussion is brief, it puts personas in the context of developing a winning strategy.



You can find more information on personas in the following articles:

A Template for Writing Great Personas explains how the template is applied.

10 Persona Tips for Agile Product Managements helps you write great personas when working with Lean Startup, Customer Development, and Scrum.

Five Tips for Building Empathy with Users shares my recommendations for understanding the feeling and thoughts of the users, which is a key step in creating effective personas.

From Personas to User Stories discusses how the persona template helps you discover the right user stories.

Market Segmentation Tips helps you choose the right approach to divide up the market so you can write focused personas.

The Product Canvas shows how the persona template can be used on the canvas, and how it relates to user stories, scenarios, storyboards, and other UX artefacts.