Personas overview

Create and use customer personas to ground journey maps in real user archetypes

Personas represent the customer types your journey maps are about. Assign them to cards, filter journeys by persona, and keep research connected to real archetypes.

New to personas? This walkthrough covers the whole workflow, from building a persona with live data to filtering your journey maps by it.

Prefer to read? The guides below break it down step by step.

Build personas

Create a persona

Create a persona, pick template cards, and fill in the core details.

Edit a persona

Change card content, the layout, the icon and colour, and the info panel.

Manage personas

Duplicate, archive, restore, delete, and bulk-edit personas from the list.

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Use personas on maps

Assign a persona to a card

Mark which personas a card is relevant for, on any journey map.

Filter map by personas

Show one persona's content at a time on a journey map.