BOTfriends Persona Canvas

The target groups of a chatbot are as diverse as the possible areas of application of artificial intelligence. In order not to lose focus during the development of your virtual assistant, the BOTfriends Persona Canvas will help you to create in-depth and elaborated personas and thus adapt your chatbot even better to future users.

If you know your target group, you can gain a great advantage in design decisions as well as in the development process and increase customer satisfaction. Personas can help your team to focus on real user needs and give personality to a previously anonymous target group. However, their greatest value lies in providing a common communication base.

Know your target audience with the BOTfriends Persona Canvas

What are the benefits of BOTfriends Persona Canvas?

The goal of the Persona Canvas is to provide you with a guide or framework on how to design a chatbot that is customized for your target audience. The goal is to create a common basis for your team and to analyze, understand and use the characteristics and needs of future users to their advantage.

The design of a persona is a time-consuming process that can be designed with great attention to detail. The difficulty here is not to lose focus on the essential information and characteristics of the persona. With the help of the Persona Canvas you can use a template to answer various questions about your target group.


What is this article about?

Together, in our two-part series, we will use the BOTfriends Persona Canvas to create a fictional persona for illustration. The Canvas is divided into 10 sections:

Part 1:

Part 2:

Each of these sections is explained in more detail and followed by an example.

"With the BOTfriends Persona Canvas we give you a template, with which it is now even easier to create a perfectly tailored persona for your target group."

Step 1: Find a stock photo for your persona

A picture is known to say more than a thousand words. Therefore choose the picture for your persona carefully. It should not appear too posed and should always represent a person who could actually belong to the target group. Stock photos are best suited. However, you can also ask one of your customers if you may use his/her photo. Don't choose a photo of a person you already know, otherwise you will always associate certain characteristics with your persona that may not be representative.

I have chosen this picture for my persona:

Step 2: Set demographic information for your persona

To breathe life into your persona, we give it a name and set out some demographic data. You can choose any name you like, but make sure that you don't associate certain characteristics with it in advance. Do not give your persona a name of a known person. The demographic data should reflect the target group to be represented.

Step 3: Search for three suitable character traits

The "Characteristics" section is ideal for describing the persona using three keywords. You should make sure that they convey information about the behavior of the persona and are not too generic. Check if they offer an informative added value for the persona. Adjectives such as loving or friendly are much less meaningful, such as committed, careful or conscientious.

Step 4: Choose an appropriate quote that reflects the character of the persona

Our persona now already has a face, a name and also a few character traits. To consolidate the image of the character, in this step we will think of a quote based on the keywords that your persona could really have said. The content of the quote should have something to do with the context, maybe even with the use case. If you have previously filled out the BOTfriends Chatbot Canvas, you can use the use case defined there as a guide.

A quotation makes the persona appear more alive and is easier to anticipate in the later development process.

Step 5: Define the interests and motivation of the persona

In the next step we want to address the interests and motivation of our persona. It is important to understand what drives them. For this you can ask yourself what makes the persona happy and what attracts their attention. Furthermore we want to find out what frustrates them and based on this knowledge we want to adapt our chatbot even better to their needs.

Keep in mind that the persona is a single customer, but should be representative of a type of interaction with your chatbot. So if, as in our example, it is about food, a persona should be created for the target group of "conscious nutrition" and a persona for the target group of "casual customers" who prefer fast food.

In addition, we would like to discuss the motivation from the private life as well as the working world of the persona. If the chatbot is to be used in a professional context, the motivation for using the service can also be the focus here. In this section it is especially important that the information is based on real data and that you do not just make guesses. When discussing with your team, you should be careful not to get caught up in details and not to lose sight of the context of the persona's use case.

In the next part we develop a short background story, take a closer look at the persona's everyday life and consider her competences. We also define the core - their values, goals and pain points.