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Personas represent the types of customers you’re researching. Each persona is scoped to a project and serves as the anchor for hypotheses, interview guides, and evidence collection.

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Creating a persona

  1. Open a project and go to the Personas tab
  2. Click Add Persona
  3. Enter a name (e.g., “SaaS Product Manager”)
  4. Select a role type that best describes this persona
You can also create personas directly from the Discovery Journey diagram by clicking Step 1: Define Personas.

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Persona descriptors

After creating a persona, you can enrich it with three optional fields (up to 500 characters each): To add or edit descriptors, click the Edit icon on any persona card in the Personas tab.

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Where personas appear

  • Persona cards on the project’s Personas tab — show name, role type, and description
  • Persona tags throughout the app — compact chips that appear on hypotheses, evidence, and guides
  • Persona picker — modal that appears when you need to select a persona (e.g., when adding a hypothesis or starting an interview)

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Relationship to other features

Personas are the starting point for the discovery process:
  • Hypotheses are defined per persona — each hypothesis tests an assumption about a specific persona
  • Interview guides are scoped to a persona — helping you prepare targeted questions
  • Evidence is linked to hypotheses (and by extension, to personas) — keeping your research organized

Next: Define Hypotheses

Learn how to formulate testable hypotheses for your personas.