This template is split into 3 parts:

1. Who?

Where we ask who is the customer? What role are they playing, and what matters to them because of that?

We all play multiple roles, so focus on what's relevant – in this context is the customer a mother, an accountant, a netball player, a Swifty?

2. What & Why?

Concentrating on what are they trying to get done, and why does it matter to them? Focus on the adjectives as well as the nouns and verbs, and remember the question "what kind of?"

3. How?

How do they go about getting it done? What can you pick up from what they say, and from what lies beneath their words? What can you interpret from that about their needs and drivers? What barriers are there?

It’s important to remember we’re working at the level of an individual customer, so to develop personas you have to work up. It is essential that you do this bottom-up, seeing how customers cluster together; rather than top-down, slotting people into preconceived boxes.