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.

In Part 1 our series, we have developed the personality and character traits of our persona and by now have a clear picture of her in our minds. Now we round off the personal attributions with a background story and focus even more on the contact with our product or service.

Step 6: Background story of your persona

In this section, the background story of the persona is briefly recorded. In about three sentences, information about its background can be specified, thus including additional information about the persona's mindset.

Step 7: Values / Goals and Pain Points

The definition of the Values / Goals and Pain Points is the heart of a persona. Here it is important as well to always keep the context in mind. Once the persona is finished, this section is used as a basis for the influence of the persona on the development process. The Pain Points are the reasons why the persona cannot achieve its goals. These findings can, for example, provide hints for new features of your bot or influence basic product decisions positively. Values and Goals describe your mindset in more detail and provide information about what values the persona has according to and what they want to achieve.

"Take your time at this stage of the design and use the data to analyse what's important to your customers and what's preventing them from achieving their goals."

Step 8: Technical know-how

The previous experiences of your users can vary a lot, which is why this section of the BOTfriends Persona Canvas gives you the opportunity to capture the technical know-how in areas like chatbots, voice assistants, but also their enthusiasm for innovation. This should give you an easy overview which technical skills you can expect from your target group and which degree of acceptance for your bot can be expected from individual groups. This information can also be very useful for marketing your chatbot.

Step 9: What is the daily life of your persona before and after the release of your bot? - The Day In The Life Model

The "Day In The Life Model" is a tool from the Design Thinking process. In the BOTfriends Persona Canvas we go one step further and capture the expected impact of the release on the everyday life of your future users.
"Before The Release" is intended to clarify the user's problem and point out the pain points in their everyday life.

Step 10: Problems to Be Solved

The problem solved with your chatbot can be defined in the field "Problems to Be Solved". "Problems to Be Solved" are not identical to Pain Points, because unlike this one, the problems to be solved are Use Case specific and show the direct effects of Pain Points in everyday life.


General tips for creating personas

A persona embodies preferences and expectations of your product, as well as a way of interacting with your bot. So always think about which characters your target group can be divided into and create a meaningful persona based on data for the most important user groups. For this, you can ask colleagues from customer support or employees with a lot of customer contact. Optimally, a user survey on "Goals", "Pain Points" or "Problems to Be Solved" can also offer great added value despite the higher effort. Information such as hobbies that have nothing to do with the use case, sensitive information such as origin, sexual and religious orientation or stereotypes are irrelevant when creating a persona. During the process you can also ask guiding questions, like for our example: "What would Marie want?" "How would she behave?", or "What could we do to solve her problems?" to create a user-centred design. Good luck!


If you want to develop a chatbot concept for your persona, our Chatbot Canvas will help you. With it we will guide you step by step through the whole process.