Customer Persona Template for Beginners: Describe One Customer by Traits, Problems, and Actions

Marketing & Sales

Customer Persona Template for Beginners: Describe One Customer by Traits, Problems, and Actions

A beginner customer persona template that turns your customer data and interview facts into one customer, described by traits, problems, and actions, so the whole team pictures the same person. The whiteboard has 4 pages - page 1 confirms your purpose and material, page 2 fills the trait, problem, and behavior cards plus the empathy map, page 3 sorts facts from guesses to narrow to one persona, and page 4 sets the one-line profile, usage rules, and next review date. The task board has 4 columns from Not started to Decided & shared, with 4 parent tasks matching the 4 pages and 3 subtasks each. Rewriting each board's e.g. for your own product and working top to bottom builds a persona that is not guesswork alone, with facts on green notes and guesses on red so what still needs checking is visible at a glance. Even a small shop with little customer data can start with a few interviews and inquiry records, and you can review the persona with new facts every 3 months.

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customer persona template how to create a persona customer understanding empathy map marketing basics
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① Purpose and product for the persona... ② Inventory of material on hand (know... ③ Color rule for facts and guesses (a... ④ Traits (from ②'s material - what ki... ⑤ Problems (what they struggle with) ⑥ Behavior (how they usually act) ⑧ Sort the ④-⑦ cards (fact or guess) ⑨ Pick the main persona from 2-4 cand... Few people × deep problem Many people × deep problem Few people × shallow problem Many people × shallow problem ⑩ One-line profile of the main person... ⑪ Usage rule for deciding (ask ⑩'s pe... ⑫ Steps to review the persona (every ... Persona Sheet (Tr... How to use (4 pag... Goal & main p... Decisions & h... Guess (not yet ch... Fact (backed by d... 1/4 Decide who to por... Ctrl+F / ⌘F : 2/4... → 2/4 2/4 Write out the mat... ↙ 3/4 Why you're making this personae.g. To decide who to write a new announcement email for Target product or servicee.g. Dinner ingredient delivery for dual-income families (twice a week) Team using the personae.g. 3 people in charge of planning, copy, and designLead: ____ What you know What's missing How to gather Customer data e.g. 60% of users are in their 30s-40s e.g. Why they signed up e.g. Add one question at sign-up Interviews e.g. Notes from talking to 5 people e.g. What people who canceled said e.g. Contact 2 people who canceled Inquiries e.g. 10 complaints a month about "too much food" e.g. What the family makeup is e.g. Ask family size when replying Sales & store... e.g. "Only 30 minutes to cook on weekdays" e.g. Who said it e.g. Note the date and who you talked to Green = factSomething you can back up with data or the person's own wordse.g. 4 of 5 interviewees said "no time on weekdays" Red = guessSomething you think is likely but have no evidence for yete.g. They probably order on their phone on the way home from work Blue = how to checkWhat to look into to turn a red note into a facte.g. Look at a month of order-time data e.g. 38, dual-income, 2 kids (elementary school) e.g. Office worker who gets home at 6:30 pm on weekdays e.g. Lives in an urban apartment Write facts first. Note a different type of person separately as "Candidate B" e.g. No time to plan weekday meals e.g. Grocery trips make them get home later e.g. Can't predict how much the kids eat, so food goes to waste If you have their own words, put them in quotes e.g. Looks things up on their phone during lunch break e.g. Does bulk shopping on weekends e.g. Finds recipes through videos Write down when, where, and what tool they use ⑦ Empathy map (fi... Persona (the person from ④-⑥) Thoughts & feelings e.g. Wants to cook but is too tired to start What they hear e.g. Heard from a coworker "delivery is expensive" What they want e.g. Wants weekday dinner done in under 30 minutes Words & actions e.g. Mutters "what should I make today" every day Pains & frustrations e.g. Hates throwing away wasted ingredients What they see e.g. Half-used vegetables in the fridge 3/4 Narrow to one per... → 4/4 4/4 Keep using it as ... Fact (backed up) Guess (not yet ch... How to check Traits e.g. 60% of users in 30s-40s (customer data) e.g. Kids are probably mostly elementary school age e.g. Ask the child's age at sign-up Problems e.g. 4 of 5 said "no time on weekdays" e.g. Planning meals is probably the biggest burden e.g. Ask 3 people their biggest struggle Behavior e.g. 70% of orders are weekday nights e.g. Probably researching during lunch break e.g. Check a month of site browsing times Empathy map e.g. "Hate wasting food" (inquiry) e.g. Probably thinks delivery is expensive e.g. Check with a cancellation-reason survey 縦軸: How deep the ... e.g. A family with 3 kids. Keep as a candidate for the next persona. Pick the main persona from here. e.g. A 38-year-old raising 2 elementary schoolers while working full-time. Out of scope this time. e.g. A couple in their 60s whose kids have moved out. Note why you didn't pick them. e.g. A couple who loves cooking. Keep for reference when running broad ads. Name and one-linere.g. "Ms. Sato, 30 minutes on weekdays"A time-pressed parent who wants to value both work and family Traitse.g. 38, dual-income, 2 elementary schoolersLives in an urban apartment Top probleme.g. No time to cook on weekdays, so ingredients go to waste Typical behaviore.g. 70% of orders are weekday nights (customer data) Question to check Example applied How to decide whe... Planning Does it reduce ⑩'s person's problem? e.g. Prioritize a feature that reduces meal-planning effort Choose whichever ⑩'s person would prefer Copy Can ⑩'s person read it in 5 minutes after getting home? e.g. Keep the email body to 3 paragraphs Read it aloud and cut whichever is longer Design Can ⑩'s person tap it on their phone? e.g. Put a large order button at the bottom of the screen Compare it on a phone screen Gather factsAdd new interviews or inquiries to the table on ②e.g. Reread this quarter's inquiries Re-sortIn the table on ⑧, check whether red guesses have become factsSwap confirmed notes to green Update the profileRewrite the one-line profile on ⑩Go back to ⑨ if you need to pick again Set the next dateWrite the next review date and ownerReview date: __/__ / Owner: ____ → 2/4 Write out the mat... ↙ 3/4 Narrow to one per... → 4/4 Keep using it as ...
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Task board contents

Not started 16 items

Decide who to draw
Write out material
Narrow to one person
Use it as a team
Write goal & product
List your material
Set the color rule
Write trait cards
Write problem/action
Fill the empathy map
Sort facts, guesses
Place candidates
Pick one persona
Write short profile
Set usage rules
Set review date

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