I arrange to interview key K2 staffers who understand our customers and users. It’s important to note that Product Personas have both customers (decision-makers who are key in the purchase of the SaaS product but may not use it much), and users (Engineers, Designers, and App Users). These different people can have many different needs. I prepare questions that will help me to determine who these individuals are and how to roughly describe each person’s needs.

After meeting with key K2 staffers, I’ve determined 5-7 unique Personas, and now I need to expand on their descriptions and needs. When developing personas, I usually include the following common: Persona name, Photo, Demographics (gender, age, location, marital status, family), Goals and Needs, Frustrations (or “Pain Points”), Bio (or “Behaviors”), Bits of Personality (e.g. a quote or slogan that captures the personality).

At this point in the design phase, it’s important to begin to encourage buy-in, and a sense of ownership in the individuals who are helping to refine these personas. I want them to feel a sense of pride and ownership in contributing to their part of the process. Once I’m confident that my content is solid, and signed off by all, I make an effort to purpose variations on my original poster design in ways that can be used in presentations, online banners, and even Avatars and Product UI elements.