Persona template 101: how to create a buyer persona

What is a user persona?

character model example

A user persona is a representation of who your target user is. These are profiles, but based on real people: your users.

User personas are research-based, taking into account the needs, goals, and behaviors of your target audience. Different types of personas emerge based on different needs. By establishing your user persona, you make better decisions about product strategy, design, usability, product demand, and more.

The purpose of a user persona is to condense vast customer data into a single reference for businesses to use. They keep the teams on the same page, working towards the same goals. The collected data is streamlined into a single fictional character. This character’s personality model is a compilation of key personality traits, preferences, and data relevant to your business.

Marketing personalities and design personalities

Marketing personas are idealized representations of a customer. They show similarities in purchasing preferences, social relationships, consumption pattern and demographics. This is who you will target your product to.

Design Personas (or UX personas) are representations of users of a product or service. They have similarities in usage customs, product requirements, preferences, and purposes. UX personas are used more to identify Needs of potential users rather than who they are.

Marketing personas identify who the customer is. Design personas help developers focus on users when designing function, to create products that meet the needs and expectations of your audience.

What is included in a character?

buyer persona

User personas are data reference points that guide internal decision-making. When creating a persona, start with the basics:

  • Last name
  • Photo
  • Organic
  • motivations
  • Goals and pain points

The benefits of creating a user persona

Before you launch a product, you need to know who will use it. It is therefore important to conduct research to identify the types of personas required. This way you can identify specific ways to make your product a success.

A user persona provides a point of reference for decision-making across all teams working on your product. With a solid user personality model in place, you can be sure that everyone will be working towards the same goal. Essentially, a user persona model is the blueprint for all teams.

Persona models are also easier to digest than raw data. By making decisions based on what is best for a the person rather than a document full of facts and figures, it can be easier to make informed choices. It is also easier to determine the needs of one user than of hundreds. That’s why it’s important that your user persona provides an accurate representation of all of your users.

A good user persona should help you:

  1. Know your audience better.
  2. Strengthen communication and cooperation between internal teams.
  3. Influence product features, user flows and other aspects.
  4. Help guide marketing strategies.
  5. Help facilitate testing and analysis of products prior to release.

What are the elements of a good character?

Last name

An important part of creating a user is making it something everyone can relate to and become familiar with. It all starts with a name. It can be a real customer name or something created.


It’s also nice to put a face to the name. This creates a more authentic experience when it comes to viewing your users’ profiles.


Your user persona shouldn’t be an outsider. Like your customers, they must have a story. What do they do and what did they do before becoming your user?


A 50 year old man will not use a product in the same way as a teenager. So, when creating user personas, it is important to assign demographics and organize user persona models in this way. Consider including the following:

  • Age
  • Genre
  • Revenue
  • Location
  • Job title
  • Marital status


It helps you know how your audience thinks. By identifying the motivation to explore your products, you will be able to anticipate their needs and help with acquisition/loyalty.

You will be able to better understand your user’s goals and pain points. This real user data is important for guiding decision making and establishing the foundation of your user personas.

How do I create my own persona model?

Conduct user research

First of all. You need to figure out who your users are and what journey they took to get to your product. To gather this information, you need to conduct interviews, asking real people who are already using your product. There are additional strategies:

  • Website observation
  • Questionnaires and user surveys
  • Product reports
  • Collect and use all the information you can and already have on hand to analyze your audience

If you don’t have real users to interview for insight, try a competitor analysis. Take a closer look at competing products on social media and see what type of people are interacting with them, and go from there.

Analyze data and identify patterns

After you’ve done your research and collected data, organize the information and identify trends. Start grouping profiles based on overlapping trends. Each group should have a similar approach to your product. This is the development phase of your user personas.

Apply templates and data to a user

With customers organized by data results, it’s time to create your user personas. A character will consist of four main elements:

  • Photo: Use a photo to create a visual representation of your user. This will help your team better visualize your data when making decisions. This can be a real user (if you got permission) or a proper stock image that captures the spirit of the character.
  • Last name: Naming your persona will also help your internal team become familiar with the target user group.
  • The description: Where you sum up your personas. Include user demographics as well as a fictional backstory developed from data models. It should include user goals and motivations for using your products/services.
  • Problems: Each user persona should represent a different set of issues. Each issue should be included in this section of your user profile.

Share your new user profile

Once your user persona is complete, share it. Members of all teams should familiarize themselves with user personas. They should be used for big decisions, whether for UI and UX design, marketing, or sales.

Keep testing and updating

People change, and so do your users. It is therefore important to keep your users up to date and reflect new or developing goals, pain points and changing needs.

How to create a user persona model

Ready to create your own user persona model? Picsart creative tools make the process fun and easy. Here are some simple steps to guide you, but feel free to explore the tools in more depth at your leisure.

On the Web

1. Open the desktop editor, select Custom size and enter your height and width values, then click Create a design.

2. Click on the Background tool and select the tool Texture Category.

3. Browse through the available options and click on your favorite to populate the canvas.

4. Click on the Downloads and select the image you want to add to your user persona model.

5. Create sections for your user persona by clicking on the Elements tool and selecting the appropriate shapes and adding them to the canvas.

6. Once these sections are in place, all you have to do is add your data. Click on the Text tool, select from the subsections and choose your font style and size, then enter all the required information. Repeat until your persona model is complete.

seven. Ended? Click on the Export button and upload your work.

On mobile

1. Open the Picsart app and tap the plus (+) button at the bottom of your screen to start a new design.
2. Scroll to Backgrounds section and press See everything.
3. Browse the background options and tap the one you want to create your user profile on.

4. Don’t worry if the background isn’t perfect from the start. You can customize it in all sorts of fun ways. Cropping, for example.
5. Resize the canvas to suit your particular user needs.
6. Let’s take it a step further and tap on the Add Photo tool.

seven. Upload an image from your device, place it accordingly and press Apply to confirm the selection.
8. Press the Text tool.
9. Type your username. Customize font, color, appearance, etc. Repeat the steps above to add the sections described previously.

ten. Download your finished user persona template to use over and over again.

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