Download this template (english and swedish) to better describe your customers and other important stakeholders. You may very well have multiple customer segments however it is important to consider a rather tight target group at the beginning.
Customer Segment - Archetype descriptionPPTX ↓
What should a Persona or Archetype contain?
A strong description is rich with qualitative insights and tells a story. It typically includes:
- Name and Photo: Giving the persona a name (e.g., “Marketing Manager Maria”) and a stock photo makes them instantly more human and memorable.
- Role and Demographics: A brief description of their job, industry, and background to provide context.
- Goals: What is this person trying to achieve, both professionally and personally? What does success look like for them?
- Frustrations & Pains: This is the goldmine. What are their biggest challenges? What obstacles stand in their way? What part of their day is inefficient or frustrating? This is where your solution fits in.
- Behaviors & Motivations: How do they currently try to solve their problem? What tools or workarounds do they use? What drives their decisions?
- A Verbatim Quote: A powerful, one-sentence quote taken directly from a real interview that encapsulates their core need or frustration. For example: “I spend hours manually compiling reports from three different systems, and I’m always worried the data is out of date.”