Personas represent represent the different types of consumers of products and services.

Personas may have goals and form an inheritance hierarchy using extends reference. Personas also may define activities or journeys describing how they interact with services and product features.

Personas may also have engineers serving as persona representatives and helping the persona owner to refine the persona definition.

For example, in a large organization some department may be serving internal customers by providing services or products. Say, a tooling team provides a code generator for developers. In this case the tooling team would create a “Developer” persona and work with several developers as that persona representatives to refine the persona definitions and persona goals and then identify code generator features to be implemented to achieve the persona’s goals.

Engineer and as such Organization are sub-classes of Persona and therefore may also define goals.

Supertypes

Subtypes

Referrers

A persona may extend another persona. E.g. “Moderator” discussion forum persona extends “User” persona, which may in turn extend “Visitor” persona. This persona inherits goals for the extended personas.

Type Persona
Cardinality 0..*
Changeable true
Derived false
Opposite extensions

Personas extending this persona.

Type Persona
Cardinality 0..*
Changeable false
Derived true
Opposite extends

Persona goals are used to elicit and align endeavors. E.g. new product features.

Type Goal
Cardinality 0..*
Changeable true
Derived false
Key path

Engineers which represent this persona. E.g. in a hierarchical organization some units or engineers may build products for internal customers - other units or engineers. In this case some of those internal customers act as persona representatives and work with the persona owner to identify persona goals and product features to address those goals.

Type Engineer
Cardinality 0..*
Changeable true
Derived false
Opposite represents