# Persona

Built from research data, not demographic guesswork. Four fields, because a persona nobody can hold in their head does not get used.

Fill in each section below. Delete the guidance text once you've written your own answer.

## Goals

Guidance: 2-3 things this person is actually trying to accomplish, in their words, not the product's.



## Frustrations

Guidance: Specific and observed, not vague ("finds it confusing"). Tie each to a moment, not a feeling.



## Behaviours

Guidance: What they actually do today, including workarounds. This is where the design opportunities live.



## Quote

Guidance: A real line from research, not paraphrased. If you do not have one yet, leave this blank rather than inventing one.



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## Worked example

This is a filled-in example, not a template to copy -- it shows what "good" looks like for each field above.

**Goals:** Submit expenses without losing an evening to it. Avoid getting a claim rejected and having to redo it. Not look careless in front of their manager over a receipt.

**Frustrations:** Loses the paper receipt before they get round to submitting. Cannot tell from the current form whether a claim was actually received. Has had two claims silently rejected with no explanation.

**Behaviours:** Photographs receipts on their phone the moment they get them, then forgets to actually submit for 2-3 weeks. Batches all claims the day before payroll cutoff, under time pressure.

**Quote:** "I just take a photo and hope I remember before the deadline. I have definitely lost money to receipts I never got round to submitting."

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Free UX toolkit from UX Academy (myuxacademy.com/resources/ux-toolkit/).