Web design personas – best practices and examples

An introduction to best practices for using buyer personas to create more customer-centric websites

Creating personas of website visitors is a powerful technique for helping increase the usability and customer centricity of a web site as part of a user-centred design (UCD) process. I've been a big fan of using personas since around 2003 I was introduced to it by Matt Dooley, a customer experience manager in the HSBC Global E-business team.  At the time, they were following reports by Forrester on creating personas.

This shows that they're certainly not new, indeed their equivalent of using customer thumbnails for customer segmentation or ad campaigns has existed for decades. However, I find they're still not so widely-used when giving examples on training courses.

What is a website design persona for marketing?

A simple definition of a web persona is: "a summary of the characteristics, needs, motivations and environment of a key type of web site user".

A more specific definition originally from the Foviance/Seren guide to Segmented personas is:

“A persona is a fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data, across the company in a usable and effective manner.

This ultimately enables the company to design the best user experience for its customers at all touchpoints, which is a key success factor in today’s business environment”.

This download for Smart Insights Expert members is aimed at helping businesses, agencies and consultants improve their use of design personas and also to enable companies to specify their business requirements from personas when using internal or external resources.

Example personas

At their simplest, Personas are essentially a ‘thumbnail’ description of a type of person. Here are two simple examples for a music publisher selling music clips and sheet music to a business audience.

  • Persona 1 – George: George is a 45 year old violin teacher who has used the Internet for less than a year. He accesses the Internet from home over a broadband connection. He has never purchased online before, preferring to place orders by phone.
  • Persona 2 – Georgina: Georgina is a 29 year old ad exec who has been using the Internet for 5 years and uses her Macbook, iPad and Android phone to access the web - whatever is to hand.

You can see that these are quite different types of people who will have quite different needs. Some companies simply use personas at this level. True design personas have a more detailed narrative and summary of customer goals and characteristics as some of the examples later in this post show.

The best way to understand the power of web design personas is with examples. Here are two classic examples I used in training when personas first started being used for creating more customer-centred web designs.

Our new member resources on persona including our persona research guide and template have many more recent examples including our own Excel template download with a B2C and B2B example.

B2C web persona project example

Imagine the challenge of making a consumer site about paint engaging. These examples from Agency.com which I started using for training in around 2005, show how they used personas to make the Dulux web design more customer-centred. Here are some details of the project shared by Dulux and their agency who still use the approach today and you can still see it on the site.

The objectives of this persona project were:

Positioning statement:

  • “Dulux.co.uk - the online destination for colour scheming and visualisation to help you achieve your individual style from the comfort of your home”


  • To increase the number of Unique Visitors from 1M p.a. to 3.5M p.a.
  • To drive 12% of visitors to a desired outcome (e.g. ordering swatches)

Target audience based on research insights for the user-centred design:

  • Would be adventurous 25-44 women, online
  • Lack of confidence:
  • Gap between inspiration (TV, magazines, advertising) and lived experience (DIY sheds, nervous discomfort)
  • No guidance or reassurance is available currently on their journey
  • Colours and colour combining is key
  • Online is a well-used channel for help and guidance on other topics
  • 12 month decorating cycle
  • Propensity to socialise
  • Quality, technical innovation and scientific proficiency of Dulux is a given

6 personas were created with 5 female reflecting the main audience of the site and involvement in the buying process. Each has not only a name, but a label to characterise them.

Examples of Personas developed:

FIRST TIME BUYER Penny Edwards, Age: 27, Partner: Ben, Location: North London, Occupation: Sales Assistant

Persona example for Penny

PART TIME MUM Jane Lawrence, Age: 37, Husband: Joe, Location: Manchester, Occupation: Part time PR consultant

SINGLE MUM Rachel Wilson, Age: 40, Location: Reading, Occupation: Business Analyst

Each persona is encapsulated by a statement showing how they approach interacting with the brand, for Penny it is summarised by the statement:

I’ve got loads of ideas and enthusiasm, I just don’t know where to start

A storyboard was developed with illustrates the typical “customer journey” for each persona and these informed the final design as shown in the figures below.

Storyboard related to Penny

Current home page design

This example shows the clear inspiration message with tools to help with selection of products in the right sidebar.

Detailed "persona home" page design

This is the specific "inspiration" page.

Multichannel personas across the whole customer journey

I like the way that Dulux extend the key messages across their customer journeys.

Here are their Google Sitelinks which highlight the proposition of different types of content nicely.

Dulux even extended their use of personas offline into TV ad campaigns based on the original web concepts.

I hope you found this example interesting - unfortunately the original source is no longer available although Dulux do still use the "Inspiration" message on their redesigned site.

B2B web persona example

Within Business-to-business marketing, these are often known as buyer personas.

This example is brief but illustrates the main type of characteristics that should be thought with a B2B persona including:

  • Personal characteristics
  • Company role
  • Work and career goals
  • Work challenges
  • Tasks
  • Key messages

B2B Website Buyer Persona example

The image (double click for a larger example) shows example personas created by design agency cScape for the CIPD for a training directory (used with client permission). You can see that the definition of the persona includes both business and personal issues and goals along with key messages or services relevant for this persona. Typical of B2B personas the 8 personas developed in this example encompass a range of company sizes, personas and responsibilities within the buying unit.

Combining personas with customer scenarios or customer journeys

Customer scenarios (customer journeys) can and should be developed for different personas.

Not creating customer journey or content maps is a mistake I have seen in many businesses, these are essential to getting the most out of  personas to operationalise them since they look at specific information needs, search terms used and how content formats and types available on the site will answer these questions.

Patricia Seybold in her book: The Customer Revolution, explains them as follows:

A customer scenario is a set of tasks that a particular customer wants or needs to do in order to accomplish his or her desired outcome.

You can see that scenarios can be developed for each persona. For an online bank, scenarios might include:

  1. New customer – opening online account
  2. Existing customer – transferring an account online
  3. Existing customer – finding an additional product

Each scenario is split up into a series of steps or tasks before the scenario is completed. These steps can be best thought of as a series of questions a visitor asks. These questions identify the different information needs of different customer types at different stages in the buying process.

The use of scenarios is a simple, but very powerful web design technique that is still relatively rare in web site design. Evidence of the use of scenarios and persons in sites are when the needs of a range of audiences are accommodated with navigation, links and search to answer specific questions. Clear steps in a booking process are also an indication of the use of this approach.

The approach has the benefits of:

  • Fostering customer centricity;
  • Identifies detailed information needs and steps required by customers;
  • Can be used to both test existing web site designs or prototypes and to devise new designs
  • Can be used to compare and test the strength and clarity of communication of proposition on different web sites.
  • Can be linked to specific marketing outcomes required by site owners.

Guidelines on developing web design personas

Finally, I have some top-level guidelines and ideas on what can be included when developing a persona. Start or end with giving your persona a name. The detailed stages are:

1. Build personal attributes into personas:

  • Demographic: Age, gender, education, occupation and for B2B, company size, position in buying unit.
  • Psychographic: Goals, tasks, motivation
  • Webographics: Web experience (months), usage location (home or work), usage platform (desktop, tablet, mobile), usage frequency, social media sites, favourite sites in and out of category

2. Remember that personas are only models of characteristics and environment:

  • Design targets
  • Stereo-types
  • 3 or 4 usually suffice to improve general usability, but more needed for specific behaviours
  • Choose one primary persona whom, if satisfied means others are likely to be satisfied

3. Different scenarios or customer journeys can be developed for each persona as explained further below:

  • Write 3 or 4, for example: Information seeking scenario (leads to site registration), Purchase scenario – new customer (leads to sale), Purchase scenario – existing customer (leads to sale).

Once different personas have been developed who are representative of key site visitor types or customer types, a primary persona is sometimes identified. Wodtke (2002) says:

“Your primary persona needs to be a common user type who is both important to the business success of the product and needy from a design point of view – in other words, a beginner user or a technologically challenged one”.

She also says that secondary personas can also be developed such as super-users or complete novices. Complementary personas are those that don’t fit into the main categories or display unusual behaviour. Such complementary personas help ‘out-of-box thinking’ and offer choices or content that may appeal to all users.

Guidelines on applying web design personas

Thanks to our expert commentator, Richard Sedley of Seren for contributing these.

  1. Get sign off from all key stakeholders in business that these are accurate representations of their audience because if they disagree the personas won’t get used (which is what usually happens).
  2. How personas are presented is also essential: Create pocket cards of people in projects to carry around, place at the front of reports and documents to show who your target audiences are, create life-size cut outs. One of our clients is even proposing using actors for a day so that staff and team members can ‘meet their personas’
  3. Personas are used to help those in teams that might never meet the customer. Development team use them to ensure that as specs change (which they do) in a project life-cycle you don’t lose site of who you are designing and building for.

Please share your thoughts or experiences with personas, including negative ones!

Share your thoughts

  • Rever Eye commented on July 13, 2016

    I think it’s really good one

  • Divya Ramamurthy commented on January 18, 2016

    Thank you so much for all of this great content. I am a 15-year old high school intern at a small marketing business, so I am trying to learn as much as possible throughout high school.

  • websiteinspirationgallery commented on January 10, 2014

    It is very interesting for me to read this blog. Thank you for it. I
    like such topics and everything that is connected to this matter. I
    definitely want to read a bit more on that blog soon. Thanks

  • Elite Avner Marriott commented on July 23, 2013

    Fantastic post Dave, so informative and thought provoking, thank you very much for sharing. I am working (on a voluntary basis at the moment) with a charity that has so many different types of audiences, and so many different potential journeys, it’s going to be quite an interesting project!

    I have a question: how much effort = how many meetings or workshops do you normally invest in working with clients to develop a set of Persona’s, and similarly how long do you invest in creating one user-journey? Is there an average?

    • Thank you for your comment. When I was introduced to the concept by the Forrester reports in 2003 they said the average cost of creating for big brands like motor comps was $100K so out of scope of most companies.

      In the real world you need to identify 3-8 in each category and get to know their online needs through interviews, so could be several days to interview and collate. Alternatively as a minimum you could workshop based on your team’s customers knowledge using a tool like: http://innovatus.org.uk/2012/01/empathy-maps/ this. Purists would say “no way”, but it’s a better approach than not.

    • Thanks

  • ggr

  • Simon commented on November 9, 2012

    Hi, there seem to be a few broken links in this article. I’m particularly interested in seeing the B2B web design persona example images… which lead to a page not found.

  • I am really impressed with your writing skills as well as the layout on your post.Thanks for taking time share this useful information here with us ..Great job keep it up..

  • Love the you write the post .
    Well informative & helping one sharing .

  • Andrea commented on July 1, 2011

    Fantasic info…BUT…my struggle is – “How do I apply these personas to my website deisgn?” (I am designing a website for a complex B2B software product.)

    I have 3 identified, and have mapped their scenarios – information they need, what they ask, what their problms are, and a likely journey through our content to get their.

    But how do they recognize themselves when they come to my home page?
    And how many distinct pages must I create – to take it to the extreme – do I need 3 versions of my website to accomodate the 3 personas?

    Thanks, o mighty savants!

  • Peter Allison commented on March 23, 2011

    Hi Dave, I like your article and insights, and your examples – however – I think in the B2B world the “splashy” more emotive persona style works better than the dry list of traits and habits. Project teams working in the B2B/ web app/ embedded systems space are faced with many discrete design decisions that are driven by cost, time and technical constraints and need better tactical support around user centered design. The more formal, wordy, persona/ proxy for the end user of the system will only get ignored as the “facts” about the users are already well known. The digestible, visually rich persona style is more engaging and provides a great jumping off point for designers, developers and product owners to discuss the user and their needs.

    • Thanks for sharing your experience on applying personas for B2B audiences Peter. I’ve generally seen the more formal approach used in B2B, but can see why the approach you have described would work well.

  • Thanks for another absolutely brilliant post Dave. Persona profiling is so powerful – not just for producing incredibly targeted content, but also for helping marketers to think like customers and understand what is important to them. This technique is hugely under-utilised and should form part of any mainstream (let alone digital) marketing education. This is the most detailed and informative article I’ve ever seen, on a topic that should form the very foundation of any modern marketing strategy.

  • Sergey Avdyushenko commented on March 9, 2011

    wow! rught in time. I’m working on personas right now. Dave, I’m so delighted with smartinsights and your articles.
    You definitely got a fan

    • Sergey Avdyushenko commented on March 9, 2011

      I’m using your site almost every day.
      you analyze your site search, don’t you?

      • Sergey Avdyushenko commented on March 9, 2011

        I have some problems with persona-buyer stuff.
        There are lots of articles and stuff about personas but I think there is one huge problem with all that information- what’s the purpose? To sell to, to interact with, to give info to,..?

        I really need to understand the persona approach in the selling point of view.
        Of course there is a little difference between selling directly or just convincing but the aim is to sell. so..

        there is a buying process:
        1. Need/Want Recognition
        2. Information Search
        3. Evaluation
        4. Purchase
        5. Regret

        And there are some personas.
        It is said everywhere that the main thing about personas is theier goals.
        So it is clear that on the whole buying process user will have many goals and it can be a one person with all that has all those age/occupation/internet savviness.

        So i suppose the main thing is understanding the whole buying process.
        And first thing to understand- on what stage you try to attract users.
        If we look at Penny (Dulux persona), we can see that she is one the “information search” stage. But the thing is- what information is she looking for? So there is that insight about her emotional approach to discovering the possibilities of home decoration.
        So second thing to understand- if it is emotional or rational decision making.
        I suppose that each buying process stage has it’s own decisions and all that decisions are the main thing to research and influence. All those personas motivations, frustrations and ideal experiences should help understand the stuff which has influence on the decision making process.

        So there appears the question about the amount of persona profiles you need.
        I suppose that there should be in-depth view on every stage of buying process and 4 types of consumers (Competitive, Spontaneous, Humanistic, Methodical) so you can attract users and convince them (rational) or captivate them (emotional).
        It really depends on what you’re selling.

        So this is what I’ve got now.

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