Building a persona

The Persona Builder is a set of rich forms — one per section of your template — with validation and auto-saved drafts.

Start from a template

Choose the template (and therefore the profile type) for your persona. The builder shows exactly the sections that template enables.

Fill the sections

Typical UX-persona sections include:

• Jobs to be done — what this person is trying to accomplish.
• Workflows — how they actually work day to day.
• Decision authority — what they can sign off on.
• Pain points — what gets in their way.
• Permissions / RACI — their role in decisions.
• Technical profile — tooling comfort and constraints.
• AI-adoption profile — attitude to and use of AI.

Other profile types relabel these to fit (buyer journeys for marketing personas, autonomy and guardrails for AI agents, and so on).

Drafts and validation

• Every change auto-saves as a draft.
• Mark a persona validated when it’s backed by evidence and ready for the team to rely on.
• Freshness indicators flag personas that may be due for review.

Attach evidence

Link the research and documents behind your claims. Evidence can be previewed in-app and opened or downloaded — so anyone can see why a persona says what it says.

Add an avatar

Use Avatar Studio to create a consistent, on-brand illustrated avatar instead of stock photography.

Next: Comparing personas.