How do you balance the diversity and specificity of your personas for service design?

Personas are fictional representations of your target users or customers, based on research and data. They help you empathize with their needs, goals, behaviors, and pain points, and design better services for them. But how do you balance the diversity and specificity of your personas for service design? Here are some tips to help you create personas that are realistic, relevant, and useful.

1 Define your scope and criteria

Before you start creating personas, you need to define the scope and criteria of your service design project. What is the problem you are trying to solve, and who are the people affected by it? What are the key segments or groups of users or customers that you want to focus on, and why? How will you collect and analyze data about them, and what sources will you use? These questions will help you narrow down your target audience and avoid creating too many or too few personas.

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Vijay Patel

Head of safeguarding at SCIE
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One of the questions often overlooked is what do we not know about, what might be to use Rumsfelds quote the unknown, unknowns ? All too often service design is based on what we know already. For example many years ago talking to a bank manager about their marketing , they had no understanding that there was a community of immigrants who saved a lot of money but did not put it into banks primarily because they were unfamiliar and no one had targeted them. By failing to think beyond their known customers they were missing a significant market. So in defining scope be clear that you have considered the wider market

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2 Use data and empathy

To create personas that are based on facts and not assumptions, you need to use data and empathy. Data can come from various sources, such as surveys, interviews, observations, analytics, or existing research. Data helps you identify patterns, trends, and insights about your users or customers, and validate or invalidate your hypotheses. Empathy helps you understand the emotions, motivations, and contexts of your users or customers, and create stories that resonate with them. Empathy can come from techniques such as empathy maps, user journeys, or scenarios.

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Vijay Patel

Head of safeguarding at SCIE
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Data is important, but again you need to understand its limitations in order for it to provide accurate insights. Mapping from multiple user perspectives is vital ie not assuming everything should be online ( current research shows how a wide range of groups especially older people are excluded because they are not confident in using smart devices). Hence it is important to understand what the user wants and the channels they are confident in accessing it.

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3 Create distinct and diverse personas

To create personas that are distinct and diverse, you need to avoid generalizing or stereotyping your users or customers. Instead, you need to highlight the differences and similarities among them, and capture their unique characteristics and perspectives. You can use tools such as personas cards, profiles, or posters to visualize and communicate your personas. You can also use names, photos, quotes, or other elements to make them more memorable and human.

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4 Focus on the relevant and actionable details

To create personas that are relevant and actionable, you need to focus on the details that matter for your service design project. You don't need to include every piece of information about your users or customers, but only the ones that help you answer the key questions or challenges of your project. For example, you might want to include their goals, needs, pain points, behaviors, preferences, expectations, or feedback regarding your service. You also need to prioritize the most important or influential details, and avoid irrelevant or distracting ones.

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5 Validate and update your personas

To create personas that are valid and up-to-date, you need to validate and update them regularly. You can validate your personas by testing them with real users or customers, or with other stakeholders involved in your service design project. You can ask for feedback, suggestions, or corrections, and see if your personas match the reality and the expectations of your audience. You can also update your personas by incorporating new data, insights, or changes that affect your users or customers, and reflect their current situation and needs.

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6 Use your personas effectively

To create personas that are effective, you need to use them throughout your service design project. You can use your personas to guide your decisions, generate ideas, evaluate solutions, or communicate your vision. You can also use your personas to collaborate with your team, clients, or partners, and align your goals and expectations. You can also use your personas to engage with your users or customers, and co-create or co-design your service with them.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Amany Tantawi, PMP®

Service Development Manager @ MCS | Digital Transformation | Technical Manager
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In my experience you can develop your service leadership skills by improve your Self-Awareness and Growth Mindset: - Identify your strengths and weaknesses: Reflect on your leadership style and areas for improvement. Are you a delegator? A motivator? Recognizing your strengths helps you leverage them and identify areas to focus on. - Embrace lifelong learning: Great service leaders never stop learning. Read books and articles on leadership, attend workshops, and seek out mentors who can challenge and inspire you.

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How do you balance the diversity and specificity of your personas for service design?

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1 Define your scope and criteria

2 Use data and empathy

3 Create distinct and diverse personas

4 Focus on the relevant and actionable details

5 Validate and update your personas

6 Use your personas effectively

7 Here’s what else to consider

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